Академический Документы
Профессиональный Документы
Культура Документы
ONE
Consumer Behavior:
Meeting Changes and
Challenges
Learning Objectives
1. To Understand What Consumer Behavior Is and the
Different Types of Consumers.
2. To Understand the Relationship Between Consumer
Behavior and the Marketing Concept, the Societal
Marketing Concept, as Well as Segmentation, Targeting,
and Positioning.
3. To Understand the Relationship Between Consumer
Behavior and Customer Value, Satisfaction, Trust, and
Retention.
4. To Understand How New Technologies Are Enabling
Marketers to Better Satisfy the Needs and Wants of
Consumers.
Organizational
Personal Consumer
Consumer
• The individual who • A business,
buys goods and government agency,
services for his or her or other institution
own use, for (profit or nonprofit)
household use, for that buys the goods,
the use of a family services, and/or
member, or for a equipment necessary
friend. for the organization to
function.
Copyright 2010 Pearson Education, Inc. Chapter One Slide 7
Development of the
Marketing Concept
• Considers consumers’
long-run best interest
• Good corporate
citizenship
Product Price
Marketing
Mix
Place Promotion
Successful Relationships
High level Strong
Customer of sense of Customer
value customer customer retention
satisfaction trust
Do not focus on the product; focus on the Focus on the product’s perceived value, as well
need that it satisfies. as the need that it satisfies.
Market products and services that match Utilize an understanding of customer needs to
customers’ needs better than competitors’ develop offerings that customers perceive as
offerings. more valuable than competitors’ offerings.
Research consumer needs and characteristics. Research the levels of profit associated with
various consumer needs and characteristics.
Understand the purchase behavior process and Understand consumer behavior in relation to
the influences on consumer behavior. the company’s product.
Realize that each customer transaction is a Make each customer transaction part of an
discrete sale. ongoing relationship with the customer.
Marketers Consumers
Psychology
Economics Sociology
Social
Anthropology
psychology