2) Managerial Applications

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Consumer BehaviorJohn C. MowenMichael S. Minor


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Ten Concepts to Learn P!MS Pro"uct positioning

Pro"uct"i#erentiation

lements o$ theconsumer

environment Behavioral

economics

CB an" marketingresearch

CB an" the marketingmi% The ases o$

segmentation

Behavioralsegmentaiton Managerial

applications anal'sis


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(pplication (reas o$Consumer Behavior:

P!MS nvironmental (nal'sis

Market !esearch

Segmentation o$ the Marketplace

Pro"uct Positioning an" Pro"uct)i#erentiation

Marketing*Mi% )evelopment


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Pro"uct Positioning . . .

. . . is in+uencing how consumersperceive a ran",s characteristics

relative to those o$ competitiveo#erings

-oal is to in+uence "eman" ' creating

a pro"uct with specic characteristics/i.e. ran" attriutes0 an" a clear imagethat "i#erentiate it $rom competitors


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Specic Positioning

positioning a ran" ase" creating linkagesetween ran" an" ke' attriutes an"enets. .g.1 acceleration o$ auto1 reliailit'o$ auto

Competitive Positioning positioning a ran" in relation to competitors.

.g.1 Suuran is larger than an %pe"ition

Ps'chological Positioning positioning a ran" ase" upon "ominant

personalit' characteristic o$ target market.

.g.1 e uil" e%citement.


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Pro"uct )i#erentiation . . .

. . . is the process o$ manipulatingthe marketing mi% so as to positiona pro"uct in a manner that allowsconsumers to perceive meaning$ul"i#erences etween a ran" an"its competitors


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nvironmental

(nal'sis . . .

. . . is theassessment o$ thee%ternal $orcesthat act upon therm an" its

customers1 an"that create threatsan" opportunities


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The 3atural

nvironment . . .. . . inclu"es the t'peso$ raw materialsavailale1 pollution1

consumer $ear o$contracting "ea"l'"iseases1 the e%pansiono$ "esert regions

aroun" the gloe1 an"various weatherphenomena1 such ashurricanes or "rought


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Components o$ the %ternal

nvironment

)emographic

conomic

3atural

Technological

Political

Cultural


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The conomicnvironment Set o$ $actors involving monetar'1 natural1 an"human resources that in+uencerms4consumers.

Behavioral economics: stu"' o$ economic"ecisions ma"e ' in"ivi"ual consumers an" theehavioral "eterminants o$ those "ecisions.

5 Ma6or Contriutions o$ Behavioral conomists: 7riginate" an" "ocumente" the i"ea that the

consumer sector o$ the econom' can strongl'in+uence the course o$ the aggregate econom'

8nvestigate" what $actors in+uence the "ecision o$$amilies to u' or save

)evelope" a metho"olog' $or making pre"ictions o$economic activities ase" upon consumer surve's


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The Technological

nvironment-oal is to anticipatewhat changes inthe technologicalenvironment willoccur an" howthese will in+uencethe li$est'le an"

consumptionpatterns o$consumers


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M(!9T !S(!C . . .

. . . is applie" consumer research"esigne" to provi"e managementwith in$ormation on $actors thatimpact consumers, ac;uisition1

consumption1 an" "isposition o$goo"s1 services1 an" i"eas


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Pro"uct

Promotion

Pricing

)istriution

Marketing-Mix Development .. . . involves the development andcoordination of activities involving the:


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("vertising

Personal Selling

Sales Promotion(pplications

Pulic !elations

Promotional Strateg'


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Price Changes

Pre"icting the likel' impact o$ pricechanges on consumers is an

important consumer ehavior area. ow will consumers react when

companies raise or lower the price o$ apro"uct>%ample: lowinvolvement "ecision/e.g.1 purchase so$t"rink01 must usee%tensive "istriution.


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Market Segmentation . . .

. . . involvessu"ivi"ing themarket place into"istinct susets o$customers havingsimilar nee"s an"wants1 each o$ which

can e reache" witha "i#erent marketingmi%


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?our Classications o$Segmentation @ariales: Characteristics o$ the Person

3ature o$ the Situation in hich thePro"uct or Service Ma' BePurchase"

-eograph' Culture an" Suculture ("opte" '

the Consumer


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Characteristics o$ the

Person )emographic Characteristics

Behavioral Segmentation:priceelasticit'1 enets sought1 usagerate1 ran" lo'alt'

Benet Segmentation Ps'chographic an" Personalit'

Characteristics


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)emographics is . . .

. . . the stu"' o$ population changes an"sucultural values o$ various "emographic groupsase" on such $actors as age1 se%1 income1

e"ucation1 ethnicit'1 an" geograph'.Examples of demographic variables:

age1 se%1 income1 ethnicit'1 nationalit'1 househol"si=e1 marital status1 religion1 e"ucation1 occupation1


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ConsumerSituations . . .

. . . consist o$ the temporar'environmental $actors that $orm theconte%t within which a consumeractivit' occurs at a particular time an"

placeT'pes o$ situations: social1 ph'sical1task "enition1 time.


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-eographic Segmentation

Can inclu"e region1si=e o$ cities an"counties1 censuslocks1 population"ensit'1 an"climate

-eo"emographicsis the cominationo$ geograph' an""emographics


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Culture an" Suculture

Culture is the wa' o$ li$e o$ the

people o$ a societ'

Suculture is a su"ivision o$ a

national culture an" is ase" onsome uni$'ing characteristic1 suchas social status or nationalit'


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Segmenting 8n"ustrial

Markets )i#erent segmenting

variales are use" to

classi$' companies intosegments inclu"ing the3orth (merican8n"ustr' Classication

S'stem 3(8CS0.)evelope" as part o$3(?T( in A.2D**2*"igit co"es.


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Solving Managerial

Prolems . .. . . is a three*step process:

-ather in$ormation an" i"enti$' the

prolem4opportunit' 8"enti$' the relevant consumer

ehavior concepts an" how the'appl' to the prolem

)evelop a managerial strateg' 'i"enti$'ing the managerialimplications o$ each consumerconcept.

2) Managerial Applications

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