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ConsumerBehavior:
MeetingChanges and
Challenges
CHAPTER
ONE
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Learning Obje tives
1. To Understand What Consumer Behavior Is andthe Diferent Types o Consumers.
2. To Understand the Relationship Between
Consumer Behavior and the ar!etin" Con#ept$the %o#ietal ar!etin" Con#ept$ as Well as%e"mentation$ Tar"etin"$ and &ositionin".
'. To Understand the Relationship BetweenConsumer Behavior and Customer (alue$
%atis a#tion$ Trust$ and Retention.). To Understand *ow +ew Te#hnolo"ies ,re
-na lin" ar!eters to Better %atis y the +eedsand Wants o Consumers.
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Learning Obje tives! ontinued"
. To Understand *ow ar!eters ,reIn#reasin"ly , le to Rea#h ConsumersWherever Consumers Wish to Be Rea#hed.
. To Understand *ow the World3s -#onomi#Condition Is 4eadin" to ConsumptionInsta ility and Chan"e.
5. To Understand the a!eup and Compositiono a odel o Consumer Behavior.
6. To Understand the %tru#ture o This Boo!
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To #hi h $egment o% Consumers #ill This Ad
A&&eal'
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A $egment o% Consumers#ho are Environmentall(
Con erned
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Consumer Behavior
The ehavior that #onsumers displayin sear#hin" or$ pur#hasin"$ usin"$
evaluatin"$ and disposin" o produ#tsand servi#es that they e7pe#t willsatis y their needs.
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T)o Consumer Entities
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*evelo&ment o% theMar+eting Con e&t
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Produ tion Orientation
8rom the 16 /s to the late 192/s Companies o#us on produ#tion
#apa ilities Consumer demand e7#eeded supply
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$ales Orientation
8rom the 19'/s to the mid 19 /s 8o#us on sellin" %upply e7#eeded #ustomer demand
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Mar+eting Con e&t
19 /s to #urrent : 8o#us on the#ustomer;
Determine the needs and wants ospe#i
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*is ussion ,uestions
1. What two #ompaniesdo you elieve "rasp
and use the mar!etin"#on#ept=2. Why do you elieve
this=
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$o ietal Mar+eting Con e&t
Considers#onsumers3 lon":
run est interest >ood #orporate
#iti?enship
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The Mar+eting Con e&t
ConsumerResear#h
%e"mentation ar!et
Tar"etin" &ositionin"
The pro#ess andtools used to study#onsumer ehavior
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Embracing theMarketingConcept
Chapter 0ne %lide 1)
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The Mar+eting Con e&t
ConsumerResear#h
%e"mentation ar!et
Tar"etin" &ositionin"
&ro#ess o dividin"the mar!et intosu sets o#onsumers with
#ommon needs or#hara#teristi#s
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Implementing theMarketingConcept
Chapter 0ne %lide 1
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*is ussion ,uestions
1. What produ#ts that you re"ularlypur#hase are hi"hly se"mented=
2. What are the diferent se"ments='. Why is se"mentation use ul to the
mar!eter or these produ#ts=
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The Mar+eting Con e&t
ConsumerResear#h
%e"mentation ar!et
Tar"etin" &ositionin"
The sele#tion o oneor more o these"ments identi
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The Mar+eting Con e&t
ConsumerResear#h
%e"mentation ar!et
Tar"etin" &ositionin"
Developin" a distin#tima"e or the produ#t inthe mind o the #onsumer
%u##ess ul positionin"in#ludes@
Communi#atin" theene
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The Mar+eting Mi-
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C l /
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Customer .alue/$atis%a tion/ Trust/ and
Retention
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$u ess%ul Relationshi&s
Customer(alue
Customer%atis a#tion
Customer Trust
Customer
Retention
De
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*is ussion ,uestions
*ow does#Donald3s
#reate value orthe #onsumer= *ow do they
#ommuni#ate thisvalue=
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$u ess%ul Relationshi&s
Customer(alue
Customer%atis a#tion
Customer Trust
Customer
Retention
The individual s per#eptiono the per orman#e o theprodu#t or servi#e inrelation to his or here7pe#tations.
Customer "roups ased on
loyalty in#lude loyalists$apostles$ de e#tors$terrorists$ hosta"es$ andmer#enaries
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Value,Satisfaction,Trust, andRetention
Chapter 0ne %lide 2'
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$u ess%ul Relationshi&s
Customer(alue
Customer%atis a#tion
Customer Trust Customer
RetentionCopyri"ht 2/1/ &earson -du#ation$ In#. pu lishin" as &renti#e *all
-sta lishin" andmaintainin" trustis essential.
Trust is theoundation or
maintainin" alon":standin"relationship with
#ustomers.
Value,Satisfaction,Trust, andRetention
Chapter 0ne %lide 2)
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$u ess%ul Relationshi&s
Customer(alue
Customer%atis a#tion
Customer Trust Customer
Retention
The o e#tive o providin"value is to retain hi"hlysatis
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To& 01 Ran+ed 23$3 Com&anies in Termso% Consumers4 Trust and Res&e t o%
Priva (
Table 035To& 01Com&anies
,meri#an-7press
eBay IB ,ma?on
ohnson E ohnson *ewlett:&a#!ard U.%. &ostal
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Customer Pro6tabilit(78o used Mar+eting
Tra#!s #osts andrevenues oindividual#onsumers
Cate"ori?es theminto tiers ased on#onsumption
ehavior , #ustomerpyramid "roups
#ustomers intoour tiers
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THE TRA*9T9ONAL MAR ET9N; AL2E7 AN* RETENT9ON7
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THE TRA*9T9ONAL MAR ET9N;CONCEPT
.AL2E7 AN* RETENT9ON78OC2$E* MAR ET9N;
a!e only what you #an sell insteado tryin" to sell what you ma!e.
Use te#hnolo"y that ena les#ustomers to #ustomi?e what youma!e.
Do not o#us on the produ#tF o#us onthe need that it satis
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9m&a t o% *igitalTe hnologies
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The Mobile Consumer
Wireless ediaessa"es will
e7pand as@
8lat:rate datatraH# in#reases %#reen ima"e
Auality isenhan#ed
Consumer:usere7perien#es withwe appli#ationsimprove
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&enetration o Internet Usa"e ,mon"o ile %u s#ri ers in 1 Countries :
8I>UR- 1.'
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A $im&le Model o% Consumer *e isionMa+ing 7 8igure 03