Академический Документы
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Learning Goals
1. Define the consumer market and construct a model of consumer buyer behavior 2. Name the four factors that influence buyer behavior 3. List and understand the types of buying decision behavior and stages in the process 4. Describe the adoption and diffusion process for new products
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Measuring Success
Currently 22% of all U.S. bike sales Demand above supply Sales doubled in the past 5 years with earnings tripled
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Learning Goals
1. Define the consumer market and construct a model of consumer buyer behavior 2. Name the four factors that influence buyer behavior 3. List and understand the types of buying decision behavior and stages in the process 4. Describe the adoption and diffusion process for new products
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Definitions
Consumer buyer behavior refers to the buying behavior of final consumers individuals and households who buy goods and services for personal consumption All of these final consumers combine to make up the consumer market
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Learning Goals
1. Define the consumer market and construct a model of consumer buyer behavior 2. Name the four factors that influence buyer behavior 3. List and understand the types of buying decision behavior and stages in the process 4. Describe the adoption and diffusion process for new products
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This advertiser knows teens are strongly influenced by groups when purchasing fashion items
Marketing in Action
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VALS
Figure 5.4
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Sophistication
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Marketing in Action
Discussion
What consumer products might fulfill multiple levels of the Hierarchy of Needs?
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Selective distortion
People interpret to support beliefs
Selective retention
People retain points to support attitudes
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Stimuli
Objects that move drive to motive
Cues
Minor stimuli that affect response
Reinforcement
Feedback on action
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Attitude
describes a person s evaluations, feelings and tendencies toward an object or idea They are difficult to change
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Learning Goals
1. Define the consumer market and construct a model of consumer buyer behavior 2. Name the four factors that influence buyer behavior 3. List and understand the types of buying decision behavior and stages in the process 4. Describe the adoption and diffusion process for new products
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Discussion Question
How is a site like Consumer Reports used in the decisionmaking process?
Marketing in Action
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Learning Goals
1. Define the consumer market and construct a model of consumer buyer behavior 2. Name the four factors that influence buyer behavior 3. List and understand the types of buying decision behavior and stages in the process 4. Describe the adoption and diffusion process for new products
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Adoption Process
Figure 5.8
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Product Characteristics
Relative Advantage Compatibility Complexity Divisibility
Communicability
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Discussion Question
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Marketing in Action
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Learning Goals
1. Define the consumer market and construct a model of consumer buyer behavior 2. Name the four factors that influence buyer behavior 3. List and understand the types of buying decision behavior and stages in the process 4. Describe the adoption and diffusion process for new products
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