市场营销学（英文版第15版）课件 ch-05-Understanding Consumer and Business Buyer Behaviore

Marketing:AnIntroductionFifteenthEditionChapter05UnderstandingConsumerandBusinessBuyerBehaviorCopyright©2023,2020,2017PearsonEducation,Inc.AllRightsReservedObjectivesOutline(1of2)5.1 Understandtheconsumermarketandthemajorfactorsthatinfluenceconsumerbuyerbehavior.5.2 Identifyanddiscussthestagesinthebuyerdecisionprocess.5.3 Describetheadoptionanddiffusionprocessfornewproducts.ObjectivesOutline(2of2)5.4 Definethebusinessmarketandidentifythemajorfactorsthatinfluencebusinessbuyerbehavior.5.5 Listanddefinethestepsinthebusinessbuyingdecisionprocess.5.6 Discusshowonline,mobile,andsocialmediahavechangedbusiness-to-businessmarketing.FirstStop:SPANX:ChangingtheWayWomen(andMen)ThinkaboutShapewearBychanginglong-heldattitudestowardwomen’sfoundationwear,SPANXbegantheshapewearrevolutionthathasmadefounderSaraBlakelytheworld’syoungestself-madefemalebillionaire.

ObjectivesOutline5.1Understandtheconsumermarketandthemajorfactorsthatinfluenceconsumerbuyerbehavior.ConsumerBuyerBehaviorandConsumerMarketsConsumerbuyerbehaviorBuyingbehavioroffinalconsumersConsumermarketAlltheindividualsandhouseholdsthatbuyoracquiregoodsandservicesforpersonalconsumptionFigure5.1TheModelofBuyerBehaviorFigure5.2FactorsInfluencingConsumerBehaviorCulturalFactors(1of2)CultureSetofbasicvalues,perceptions,wants,andbehaviorslearnedbyanindividualfromfamilyandotherimportantinstitutionsSubcultureGroupofpeoplewithsharedvaluesystemsbasedoncommonlifeexperiencesandsituationsTotalmarketstrategyintegratesethnicthemesandcross-culturalperspectiveswithinabrand’smainstreammarketing.SocialclassRelativelypermanentandordereddivisionsinasocietywhosememberssharesimilarvalues,interests,andbehaviorsCulturalFactors(2of2)TargetingHispanicconsumers:Nestlé’sDiGiornobrandworkedwithTwitter’sU.S.HispanicsteamandtheNFLtocreateafootballcampaignwithSpanishtweets.SocialFactorsGroupsWord-of-mouthinfluenceOpinionleadersOnlinesocialnetworksFamilyRolesandstatusPersonalFactors(1of2)OccupationAgeandfamilylifecycleEconomicsituationLifestylePersonalityandself-conceptPersonalFactors(2of2)Influencermarketing:CoverGirl’s“IAmWhatIMakeUp”campaignusesadiverseteamofinfluentialbrandambassadorswhoexplainauthenticallyintheirownwordswhatthesloganmeanstothem.PsychologicalFactorsMotivationPerceptionLearningBeliefsandAttitudesFigure5.3Maslow’sHierarchyofNeedsObjectivesOutline5.1SummaryConsumermarketandconsumerbuyerbehaviorModelofbuyerbehaviorTheenvironment,buyer’sblackbox,andbuyerresponsesFactorsinfluencingconsumerbehaviorCulturalSocialPersonalcharacteristicsPsychologicalfactorsObjectivesOutline5.2Identifyanddiscussthestagesinthebuyerdecisionprocess.Figure5.4BuyerDecisionProcessInformationSearchInformationsources:Yelp’sgoalis“toconnectpeoplewithgreatlocalbusinesses”bymaintainingahuge,searchablecollectionofcandidreviewsfrompeoplewho’veusedthosebusinesses.“Weknowjusttheplace,”saysYelp.PostpurchaseBehaviorPostpurchasecognitivedissonance:Postpurchasecustomersatisfactionisakeytobuildingprofitablecustomerrelationships.Mostmarketersgobeyondmerelymeetingthecustomerexpectations—theyaimtodelightcustomers.ObjectivesOutline5.2SummaryStagesinthebuyerdecisionprocessNeedrecognitionInformationsearchAlternativeevaluationPurchasedecisionPostpurchasebehaviorObjectivesOutline5.3Describetheadoptionanddiffusionprocessfornewproducts.StagesintheAdoptionProcessAwarenessInterestEvaluationTrialAdoptionFigure5.5AdopterCategoriesBasedonRelativeTimeofAdoptionofInnovationsCharacteristicsInfluencinganInnovation’sRateofAdoptionRelativeadvantageCompatibilityComplexityDivisibilityCommunicabilityObjectivesOutline5.3SummaryFivestagesoftheadoptionprocessAwarenessInterestEvaluationTrialAdoptionThediffusionprocessfornewproductsInnovators,earlyadopters,earlymainstream,latemainstream,orlaggingadoptersObjectivesOutline5.4Definethebusinessmarketandidentifythemajorfactorsthatinfluencebusinessbuyerbehavior.BusinessBuyerBehaviorBusinessbuyerbehaviorPurchasinggoodsandservicesareusedintheproductionofotherproductsandservicesBusiness-to-business(B-to-B)marketersmustunderstandbusinessmarketsandbusinessbuyerbehaviorBusinessbuyingprocess:DeterminingwhichproductsandservicestopurchaseFinding,evaluating,andchoosingamongalternativesuppliersandbrandsBusinessMarketsBusinessmarketsarehugeandinvolvemoremoneyanditemsthanconsumermarkets.DifferfromconsumermarketsintermsofMarketstructureanddemandNatureofthebuyingunitTypesofdecisionsandthedecisionprocessMarketStructureandDemandBusinessmarketstructureanddemandFewerbutlargerbuyersDeriveddemand:BusinessdemandthatcomesfromthedemandforconsumergoodsInelasticandfluctuatingdemandNatureoftheBuyingUnitNatureofthebusinessmarketbuyingunitMoredecisionparticipantsMoreprofessionalpurchasingeffortTypesofDecisionsBusinesspurchasesMorecomplexbuyingdecisionsLargesumsofmoneyComplextechnicalandeconomicconsiderationsInteractionsamongpeopleatmanylevelsofthebuyer’sorganizationDecisionProcessBuyingprocessesLongerandmoreformalizedproceduresBuyerandsellermoredependentoneachotherSupplierdevelopment:Systematicdevelopmentofnetworksofsupplier-partnerstoensureadependablesupplyofproductsandmaterialsFigure5.6AModelofBusinessBuyerBehaviorTypesofBuyingSituations(1of2)StraightrebuyBuyerroutinelyreorderssomethingwithoutanymodificationsModifiedrebuyBuyerwantstomodifyproductspecifications,prices,terms,orsuppliersNewtaskBuyerpurchasesaproductorserviceforthefirsttimeSystemsselling(orsolutionsselling)BuyingapackagedsolutiontoaproblemfromasinglesellerAvoidstheseparatedecisionsinvolvedinacomplexbuyingsituationTypesofBuyingSituations(2of2)Thebusinessbuyerdecisionprocess:Morethanjustsupplyingnetworkingequipmentandsystemstoitsbusinesscustomers,“Ciscoisfirmlyfocusedonbeingthemoststrategicpartnerforourcustomersandhelpingthemsucceedintoday’sworld.”ParticipantsintheBusinessBuyingProcessBuyingcenter:Alltheindividualsandunitsthatplayaroleinthepurchasedecision-makingprocessActualusersoftheproductorservicePeoplewhomakethebuyingdecisionPeopleandunitsinfluencingthebuyingdecisionPeoplewhodotheactualbuyingIndividualsandunitscontrollingthebuyinginformationFigure5.7MajorInfluencesonBusinessBuyingBehaviorObjectivesOutline5.4SummaryBuyingbehavioroforganizationsBusiness-to-business(B-to-B)marketersBusinessbuyingprocessMarketstructureanddemandTypesofbuyingsituationsBuyingcenter—decision-makingunitObjectivesOutline5.5Listanddefinethestepsinthebusinessbuyingdecisionprocess.Figure5.8StagesoftheBusinessBuyerDecisionProcessObjectivesOutline5.5SummaryStepsinthebusinessbuyingdecisionprocess:Problemrecognition,generalneeddescription,productspecifications,proposalsolicitation,supplierselection,order-routinespecification,andperformancereviewObjectivesOutline5.6Discusshowonline,mobile,andsocialmediahavechangedbusiness-to-businessmarketing.E-ProcurementandOnlinePurchasingPurchasingthroughelectronicconnectionsbetweenbuyersandsellers—usuallyonlineE-procurementoccursthroughReverseauctionsOnlinetradingexchangesCompanybuyingsitesExtranetlinkswithkeysuppliersBenefitsandProblemsofE-ProcurementBenefitsCutstransactioncostsResultsinefficientpurchasingforbothbuyersandsuppliersReducesthetimebetweenorderanddeliveryHelpsanorganizationkeepbettertrackofallpurchasesFreesbuyersfromalotofpaperworkProblemsCanaffectthecustomer-supplierrelationshipPitssuppliersagainstoneanotherBusiness-to-BusinessDigitalandSocialMediaMarketingB-to-Bmarketersarenowusingawiderangeofdigitalandsocialmediamarketingapproaches.Comparedwithtraditionalmediaa