国际市场营销 国际市场营销 unit11 the consumer market.pptxVIP

International MarketingZhejiang Business Technology InstituteZhou XifeiLearning Objectives01Two Different Markets: Consumerand Business-to-Business (B2B)02The Consumer Decision-Making Process03Case studyTwo Different Markets01Consumer marketAll the individuals or households thatwant goods and services for personal consumption or use.02Business-to-business (B2B) market All the individuals and organizations that want goods and services to use in producing other goods and services or to sell, rent, or supply goods to others.The Consumer Decision-Making Process1The Consumer Decision-Making Process1. Problem recognition2. Information search3. Evaluate alternatives4. Purchase decision5. Postpurchase evaluationThe Consumer Decision-Making Process2Factors that affect consumer behavior:? Learning? Reference group? Culture? Subculture? Cognitive dissonanceVariety Seeking Buying Behavior vs. Habitual Buying BehaviorA consumer exhibiting ‘variety-seeking buying behavior’ is always looking for buying something new or options. He can never be your permanent consumer.On the other hand, a consumer exhibiting ‘habitual buying behavior’ is not looking for any options. He has developed the habit of buying your products only. Coca-ColaOne of the most selling products of Coca-Cola in America is Diet Coke but in India, the scenario is completely different.Why?? Nike and AdidasBoth these companies deal in sports gear, wear, accessories, and shoes. They faced a lot of problems when they entered India.In the North-western states of India, cricket is a popular sport, whereas in the South-Eastern as well as North-Eastern states football is the popular game.Consumer Behavior Marketing at AppleOnce a consumer purchases a product or downloads iTunesApple has access to data the company leverages. Apple uses this information to gain significant insight into the consumer and what drives purchase behavior.Marketing using consumer behavior insight is how Apple succeeds.