Consumer Markets and Consumer Buyer Behavior参考.ppt

* * Note to Instructor Discussion Question What have you recently purchased that cost over $100? Write down all the reasons you purchased this particular item. Because students are all consumers—it is interesting to start the class with a discussion of products they have recently purchased. When you ask them why they purchased a particular item or product, you can bring them through many topics in this chapter including the characteristics that affect consumer behavior (cultural, social, personal, and psychological). You can also try to determine the process they went through including how and where they searched for information and how they evaluated their alternatives. Finally, ask them how they feel about their purchase (postpurchase behavior). This discussion will lead nicely to the next slide which is the Model of Buyer Behavior. * Note to Instructor It is interesting to talk about the buyer’s black box and one of the largest challenges in marketing is to understand what happens in this black box. Students will enjoy this video by Derren Brown. It is unclear how he obtains his results and how scientific this is, but it will certainly have students realize the mystery of the consumer’s brain. * * * Note to Instructor Discussion Question What subculture do you belong to? How does this influence you as a consumer? * * Note to Instructor Discussion Question What brands do you purchase because it is what their parents used? Why do you think this occurs? * * * Note to Instructor Discussion Question What categories of products seem to be targeted to consumer’s lifestyles? They will realize many products in addition to cars including food, cosmetics, shampoo also appeal to a consumer’s lifestyles. * Note to Instructor This PC ad from Fall of 2008 shows how PC’s are a a fit for many personalities even though Mac has run ads which stereotype the user. * * * * Note to Instructor Discussion Question If you watched television last night, what ads do you remember see