消费者行为学讲义-国际名师主讲

消费者行为学讲义--国际名师主讲LearningObjectivesToUnderstandWhatConsumerBehaviorIsandtheDifferentTypesofConsumers.ToUnderstandtheRelationshipBetweenConsumerBehaviorandtheMarketingConcept,theSocietalMarketingConcept,asWellasSegmentation,Targeting,andPositioning.ToUnderstandtheRelationshipBetweenConsumerBehaviorandCustomerValue,Satisfaction,Trust,andRetention.ToUnderstandHowNewTechnologiesAreEnablingMarketerstoBetterSatisfytheNeedsandWantsofConsumers.Copyright2010PearsonEducation,Inc.publishingasPrenticeHall2ChapterOneSlideLearningObjectives(continued)ToUnderstandHowMarketersAreIncreasinglyAbletoReachConsumersWhereverConsumersWishtoBeReached.ToUnderstandHowtheWorld’sEconomicConditionIsLeadingtoConsumptionInstabilityandChange.ToUnderstandtheMakeupandCompositionofaModelofConsumerBehavior.ToUnderstandtheStructureofThisBookCopyright2010PearsonEducation,Inc.publishingasPrenticeHall3ChapterOneSlideToWhichSegmentof

ConsumersWillThisAdAppeal?ChapterOneSlide4Copyright2010PearsonEducation,Inc.publishingasPrenticeHallASegmentofConsumersWhoareEnvironmentallyConcernedCopyright2010PearsonEducation,Inc.publishingasPrenticeHallChapterOneSlide5ConsumerBehaviorThebehaviorthatconsumersdisplayinsearchingfor,purchasing,using,evaluating,anddisposingofproductsandservicesthattheyexpectwillsatisfytheirneeds.Copyright2010PearsonEducation,Inc.publishingasPrenticeHall6ChapterOneSlideTwoConsumerEntitiesCopyright2010PearsonEducation,Inc.publishingasPrenticeHall7ChapterOneSlideDevelopmentofthe

MarketingConceptCopyright2010PearsonEducation,Inc.publishingasPrenticeHall8ChapterOneSlideProductionOrientationFromthe1850stothelate1920sCompaniesfocusonproductioncapabilitiesConsumerdemandexceededsupplyCopyright2010PearsonEducation,Inc.publishingasPrenticeHall9ChapterOneSlideSalesOrientationFromthe1930stothemid1950sFocusonsellingSupplyexceededcustomerdemandCopyright2010PearsonEducation,Inc.publishingasPrenticeHall10ChapterOneSlideMarketingConcept1950stocurrent-Focusonthecustomer!DeterminetheneedsandwantsofspecifictargetmarketsDeliversatisfactionbetterthancompetitionCopyright2010PearsonEducation,Inc.publishingasPrenticeHall11ChapterOneSlideDiscussionQuestionsWhattwocompaniesdoyoubelievegraspandusethemarketingconcept?Whydoyoubelievethis?Copyright2010PearsonEducation,Inc.publishingasPrenticeHallChapterOneSlide12SocietalMarketingConceptConsidersconsumers’long-runbestinterestGoodcorporatecitizenshipCopyright2010PearsonEducation,Inc.publishingasPrenticeHallChapterOneSlide13TheMarketingConceptConsumerResearchSegmentationMarketTargetingPositioningTheprocessandtoolsusedtostudyconsumerbehaviorCopyright2010PearsonEducation,Inc.publishingasPrenticeHallEmbracingtheMarketingConceptChapterOneSlide14TheMarketingConceptConsumerResearchSegmentationMarketTargetingPositioningProcessofdividingthemarketintosubsetsofconsumerswithcommonneedsorcharacteristicsCopyright2010PearsonEducation,Inc.publishingasPrenticeHallImplementingtheMarketingConceptChapterOneSlide15DiscussionQuestionsWhatproductsthatyouregularlypurchasearehighlysegmented?Whatarethedifferentsegments?Whyissegmentationusefultothemarketerfortheseproducts?Copyright2010PearsonEducation,Inc.publishingasPrenticeHall16ChapterOneSlideTheMarketingConceptConsumerResearchSegmentationMarketTargetingPositioningTheselectionofoneormoreofthesegmentsidentifiedtopursueCopyright2010PearsonEducation,Inc.publishingasPrenticeHallImplementingtheMarketingConceptChapterOneSlide17TheMarketingConceptConsumerResearchSegmentationMarketTargetingPositioningDevelopingadistinctimagefortheproductinthemindoftheconsumerSuccessfulpositioningincludes:CommunicatingthebenefitsoftheproductCommunicatingauniquesellingpropositionCopyright2010PearsonEducation,Inc.publishingasPrenticeHallImplementingtheMarketingConceptChapterOneSlide18TheMarketingMixCopyright2010PearsonEducation,Inc.publishingasPrenticeHall19ChapterOneSlideCustomerValue,Satisfaction,Trust,andRetentionCopyright2010PearsonEducation,Inc.publishingasPrenticeHall20ChapterOneSlideSuccessfulRelationshipsCustomerValueCustomerSatisfactionCustomerTrustCustomerRetentionDefinedastheratiobetweenthecustomer’sperceivedbenefitsandtheresourcesusedtoobtainthosebenefitsPerceivedvalueisrelativeandsubjectiveDevelopingavaluepropositioniscriticalCopyright2010PearsonEducation,Inc.publishingasPrenticeHallValue,Satisfaction,Trust,andRetentionChapterOneSlide21DiscussionQuestionsHowdoesMcDonald’screatevaluefortheconsumer?Howdotheycommunicatethisvalue?Copyright2010PearsonEducation,Inc.publishingasPrenticeHall22ChapterOneSlideSuccessfulRelationshipsCustomerValueCustomerSatisfactionCustomerTrustCustomerRetentionTheindividual'sperceptionoftheperformanceoftheproductorserviceinrelationtohisorherexpectations.Customergroupsbasedonloyaltyincludeloyalists,apostles,defectors,terrorists,hostages,andmercenariesCopyright2010PearsonEducation,Inc.publishingasPrenticeHallValue,Satisfaction,Trust,andRetentionChapterOneSlide23SuccessfulRelationshipsCustomerValueCustomerSatisfactionCustomerTrustCustomerRetentionCopyright2010PearsonEducation,Inc.publishingasPrenticeHallEstablishingandmaintainingtrustisessential.Trustisthefoundationformaintainingalong-standingrelationshipwithcustomers.Value,Satisfaction,Trust,andRetentionChapterOneSlide24SuccessfulRelationshipsCustomerValueCustomerSatisfactionCustomerTrustCustomerRetentionTheobjectiveofprovidingvalueistoretainhighlysatisfiedcustomers.LoyalcustomersarekeyTheybuymoreproductsTheyarelesspricesensitiveServicingthemischeaperTheyspreadpositivewordofmouthCopyright2010PearsonEducation,Inc.publishingasPrenticeHallValue,Satisfaction,Trust,andRetentionChapterOneSlide25Top10RankedU.S.CompaniesinTermsofConsumers’TrustandRespectofPrivacy

Table1.2Top10CompaniesAmericanExpresseBayIBMAmazonJohnson&JohnsonHewlett-PackardU.S.PostalServiceProcterandGambleAppleNationwideCopyright2010PearsonEducation,Inc.publishingasPrenticeHallChapterOneSlide26CustomerProfitability-FocusedMarketingTrackscostsandrevenuesofindividualconsumersCategorizesthemintotiersbasedonconsumptionbehaviorAcustomerpyramidgroupscustomersintofourtiersCopyright2010PearsonEducation,Inc.publishingasPrenticeHall27ChapterOneSlideCopyright2010PearsonEducation,Inc.publishingasPrenticeHallChapterOneSlide28THETRADITIONALMARKETINGCONCEPTVALUE-ANDRETENTION-FOCUSEDMARKETINGMakeonlywhatyoucansellinsteadoftryingtosellwhatyoumake.Usetechnologythatenablescustomerstocustomizewhatyoumake.Donotfocusontheproduct;focusontheneedthatitsatisfies.Focusontheproduct’sperceivedvalue,aswellastheneedthatitsatisfies.Marketproductsandservicesthatmatchcustomers’needsbetterthancompetitors’offerings.Utilizeanunderstandingofcustomerneedstodevelopofferingsthatcustomersperceiveasmorevaluablethancompetitors’offerings.Researchconsumerneedsandcharacteristics.Researchthelevelsofprofitassociatedwithvariousconsumerneedsandcharacteristics.Understandthepurchasebehaviorprocessandtheinfluencesonconsumerbehavior.Understandconsumerbehaviorinrelationtothecompany’sproduct.Realizethateachcustomertransactionisadiscretesale.Makeeachcustomertransactionpartofanongoingrelationshipwiththecustomer.ImpactofDigitalTechnologiesCopyright2010PearsonEducation,Inc.publishingasPrenticeHall29ChapterOneSlideTheMobileConsumerWirelessMediaMessageswillexpandas:Flat-ratedatatrafficincreasesScreenimagequalityisenhancedConsumer-userexperienceswithwe