unit 7 Consumer Behavior 广告英语教学课件.ppt

Customers Customers - the people or organizations who consume products and services. They fall into three general categories: Current customers - those who have already purchased something from a business and who may purchase on a regular basis Prospective customers - people about to make an exchange or are considering it. Centers of influence - customers, prospective customers or opinion leaders whose opinions and actions others respect. ⊙ Marketing Process Participants:Customers Customer Behavior: the Key to Advertising Strategy Advertisers need to understand what makes potential customers behave the way they do. Advertisers must study: Consumer behavior - the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy particular needs and wants. Organizational buyers - the people who purchase products and services for use in business and government is also important. Consumer Benefits People do not buy products or services, they buy benefits. Hence we make purchases not for the products themselves, but for the benefits of the problems they solve or the opportunities they offer e.g., “always late” so a watch helps solve problem; has stopwatch feature so now can keep track of “work out” times Consumer Benefits Consumers seek bundles of types of benefits: Tangible benefits: e.g., a watch keeps good time; has leather band Intangible benefits: e.g., the “reliability” reputation of the watch manufacturer; the image of the watch wearer Consumer Choice and Shopping Behavior Why do people shop? Personal and social motives How do people shop? Shopping orientation: their style or way of shopping Choice decision during the shopping process: Which product to buy, how many, which brands to buy, which outlet to use, when to buy, how to pay, and other (should we buy extended warranty)? Steps in promoting a new product The first task in promoting any new product is to create awarene