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Your host: David J. Urban Professor of Marketing Virginia Commonwealth University. Buying Behavior: The Final Consumer and the Business-to-Business Consumer. To Accompany Basic Marketing, 14th Edition by William D. Perreault, Jr. and E. Jerome McCarthy.
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Your host: David J. Urban Professor of Marketing Virginia Commonwealth University Buying Behavior: The Final Consumer and the Business-to-Business Consumer To Accompany Basic Marketing, 14th Edition by William D. Perreault, Jr. and E. Jerome McCarthy
Marketing Strategy Planning Process Narrowing down to focused strategy with quantitative and qualitative screening criteria Customers Needs and other Segmenting Dimensions Targeting & Segmentation S. W. O. T. Company Mission, Objectives, & Resources Positioning & Differentiation Competitors Current & Prospective External Market Environment Technology Political & Legal Social & Cultural Economic
U. S. Population Trends Key Domestic Trends Birthrate
U. S. Population Trends Key Domestic Trends Birthrate Aging Population
U. S. Population Trends Key Domestic Trends Birthrate Household Composition Aging Population
U. S. Population Trends Shifts to Suburban Areas Key Domestic Trends Birthrate Household Composition Aging Population
U. S. Population Trends Regional Differences Shifts to Suburban Areas Key Domestic Trends Birthrate Household Composition Aging Population
Median Income Growth Buying Behavior Accurate Target Growth Rate Ethnic Dimensions of the U. S. Market
Growth Identifying Potential International Markets Focus: Rate of Growth
Growth Identifying Potential International Markets Concentration Focus: Rate of Growth Focus: Population Density
Growth Identifying Potential International Markets Concentration Focus: Rate of Growth Literacy Focus: Population Density Communication Concerns Focus :
Growth Identifying Potential International Markets Concentration Focus: Rate of Growth Literacy Focus: Population Density Money Communication Concerns Focus : Focus: Focus : Relative Buying Power
Psychological Influences Motivation Perception Learning Attitude Personality/Lifestyle A Model of Buying Behavior Marketing Mixes All Other Stimuli Person Making Decision
Social Influences Family Social Class Reference Groups Culture A Model of Buying Behavior Marketing Mixes All Other Stimuli Psychological Influences Motivation Perception Learning Attitude Personality/Lifestyle Person Making Decision
Purchase Situation Purchase Reason Time Surroundings Problem-Solving Process Person Does or Does Not Purchase (Response) A Model of Buying Behavior Marketing Mixes All Other Stimuli Social Influence Psychological Variables Motivation Perception Learning Attitude Personality/Lifestyle Family Social Class Reference Groups Culture Person Making Decision
Physiological Needs The PSSP Hierarchy of Needs
Safety Needs The PSSP Hierarchy of Needs Physiological Needs
Social Needs The PSSP Hierarchy of Needs Safety Needs Physiological Needs
Personal Needs Social Needs Safety Needs The PSSP Hierarchy of Needs Physiological Needs
Drive The Learning Process
Drive Cues The Learning Process
Drive Response Reinforcement The Learning Process Cues
Lifestyle Dimensions Activities Interests Lifestyle Segment Profile Opinions
Social Influences Key Social Influences Culture
Social Influences Key Social Influences Culture Social Class
Social Influences Key Social Influences Culture Reference Groups Social Class
Family Decision Making Opinion Leaders Social Influences Key Social Influences Culture Reference Groups Social Class
Awareness Focus: Need to Satisfy Consumer Problem Solving
Awareness Gathering Information Focus: How Products Fill Needs Consumer Problem Solving Focus: Need to Satisfy
Awareness Evaluating Alternatives Focus: Ranking Products Consumer Problem Solving Gathering Information Focus: Need to Satisfy Focus: How Products Fill Needs
Awareness Choosing a Solution Selecting a Product Solution Focus : Consumer Problem Solving Gathering Information Focus: Need to Satisfy Evaluating Alternatives Focus: How Products Fill Needs Focus: Ranking Products
Awareness Evaluating the Decision Focus : How Did It Work Out? Consumer Problem Solving Gathering Information Focus: Need to Satisfy Evaluating Alternatives Focus: How Products Fill Needs Choosing a Solution Focus: Ranking Products Selecting a Product Solution Focus :
Types of Consumer Decisions High involvement Infrequently purchased Expensive High risk Much information desired Extensive Problem Solving Low Involvement High Involvement Involvement Continuum
Types of Consumer Decisions High involvement Infrequently purchased Expensive High risk Much information desired Low involvement Frequently purchased Inexpensive Little risk Little information needed Routinized Response Behavior Extensive Problem Solving Low Involvement High Involvement Involvement Continuum
Types of Consumer Decisions High involvement Infrequently purchased Expensive High risk Much information desired Low involvement Frequently purchased Inexpensive Little risk Little information needed Routinized Response Behavior Limited Problem Solving Extensive Problem Solving Low Involvement High Involvement Involvement Continuum
Types of Organizational Buyers Manufacturers Retailers & Wholesalers Service Producers Governments
Buying Centers Buyers Buying Center
Buying Centers Buyers Buying Center Users Influencers
Buying Centers Buyers Buying Center Gatekeepers Users Deciders Influencers
Basic Methods in Organizational Buying Inspection Sampling Basic Methods Negotiated Contracts Description
New-Task Buying Much Much Much Much Organizational Buying Processes Characteristics Type of Process Time Required Multiple Influences Review of Suppliers Information Needed
Modified Rebuy Medium Some Some Some Organizational Buying Processes Characteristics Type of Process New-Task Buying Time Required Much Multiple Influences Much Review of Suppliers Much Information Needed Much
Straight Rebuy Little Little None Little Organizational Buying Processes Characteristics Type of Process New-Task Buying Modified Rebuy Time Required Much Medium Multiple Influences Much Some Review of Suppliers Much Some Information Needed Much Some
Information Sharing Operational Linkage Cooperation Social Influences Key Dimensions
Relationship Specific Adaptations Legal Bonds Buyer-Supplier Relationships Information Sharing Operational Linkage Cooperation Key Dimensions
Marketing Strategy Planning Process Narrowing down to focused strategy with quantitative and qualitative screening criteria Customers Needs and other Segmenting Dimensions Targeting & Segmentation S. W. O. T. Company Mission, Objectives, & Resources Positioning & Differentiation Competitors Current & Prospective External Market Environment Technology Political & Legal Social & Cultural Economic