Buying Behavior: The Final Consumer and the Business-to-Business Consumer
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Transcript of Buying Behavior: The Final Consumer and the Business-to-Business Consumer
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Buying Behavior: The Final Consumer and the Business-to-Business Consumer
Buying Behavior: The Final Consumer and the Business-to-Business Consumer
To Accompany Basic Marketing, 14th Editionby William D. Perreault, Jr. and E. Jerome McCarthyTo Accompany Basic Marketing, 14th Editionby William D. Perreault, Jr. and E. Jerome McCarthy
Your host:
David J. UrbanProfessor of Marketing
VirginiaCommonwealthUniversity
Your host:
David J. UrbanProfessor of Marketing
VirginiaCommonwealthUniversity
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Marketing Strategy Planning ProcessMarketing Strategy Planning Process
CustomersNeeds and other
SegmentingDimensions
CompanyMission, Objectives,
& Resources
CompetitorsCurrent &
Prospective
S.W.O.T.
External Market EnvironmentExternal Market EnvironmentTechnology Political & Legal Social & Cultural EconomicTechnology Political & Legal Social & Cultural Economic
Targeting &Segmentation
Positioning &DifferentiationPositioning &Differentiation
Narrowing down to focused strategy with quantitative and qualitative screening criteria
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U. S. Population TrendsU. S. Population Trends
BirthrateKey
DomesticTrends
KeyDomestic
Trends
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Birthrate
AgingPopulation
KeyDomestic
Trends
KeyDomestic
Trends
U. S. Population TrendsU. S. Population Trends
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Birthrate
HouseholdComposition
AgingPopulation
KeyDomestic
Trends
KeyDomestic
Trends
U. S. Population TrendsU. S. Population Trends
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Shifts toSuburban
AreasBirthrate
HouseholdComposition
AgingPopulation
KeyDomestic
Trends
KeyDomestic
Trends
U. S. Population TrendsU. S. Population Trends
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RegionalDifferences
Shifts toSuburban
AreasBirthrate
HouseholdComposition
AgingPopulation
KeyDomestic
Trends
KeyDomestic
Trends
U. S. Population TrendsU. S. Population Trends
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Ethnic Dimensions of the U. S. MarketEthnic Dimensions of the U. S. Market
BuyingBehaviorBuying
Behavior
MedianIncomeGrowth
MedianIncomeGrowth
AccurateTarget
AccurateTargetGrowth
RateGrowth
Rate
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Identifying Potential International MarketsIdentifying Potential International Markets
GrowthRate of Growth
Focus:
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Identifying Potential International MarketsIdentifying Potential International Markets
Growth
Concentration
Rate of Growth
Population Density
Focus:
Focus:
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Identifying Potential International MarketsIdentifying Potential International Markets
Growth
Concentration
Literacy
Rate of Growth
Population Density
Communication Concerns
Focus:
Focus:
Focus :
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Identifying Potential International MarketsIdentifying Potential International Markets
Growth
Concentration
Literacy
Rate of Growth
Population Density
Communication Concerns
Focus:
Focus:
Focus:
Focus :
MoneyRelative Buying Power
Focus :
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A Model of Buying BehaviorA Model of Buying Behavior
Marketing Mixes All Other Stimuli
PsychologicalInfluences
MotivationPerceptionLearningAttitudePersonality/Lifestyle
PersonMakingDecision
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A Model of Buying BehaviorA Model of Buying Behavior
FamilySocial ClassReference GroupsCulture
SocialInfluences
Marketing Mixes All Other Stimuli
PersonMakingDecision
PsychologicalInfluences
MotivationPerceptionLearningAttitudePersonality/Lifestyle
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A Model of Buying BehaviorA Model of Buying Behavior
Purchase ReasonTimeSurroundings
PurchaseSituation
FamilySocial ClassReference GroupsCulture
SocialInfluence
Problem-Solving Process
Person Does or Does Not Purchase (Response)
Marketing Mixes All Other Stimuli
PersonMakingDecision
PsychologicalVariables
MotivationPerceptionLearningAttitudePersonality/Lifestyle
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The PSSP Hierarchy of NeedsThe PSSP Hierarchy of Needs
Physiological Needs
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The PSSP Hierarchy of NeedsThe PSSP Hierarchy of Needs
Safety Needs
Physiological Needs
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The PSSP Hierarchy of NeedsThe PSSP Hierarchy of Needs
Social Needs
Safety Needs
Physiological Needs
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The PSSP Hierarchy of NeedsThe PSSP Hierarchy of Needs
Safety Needs
Social Needs
Physiological Needs
PersonalNeeds
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Needs Translate to AdvertisingNeeds Translate to Advertising
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The Learning ProcessThe Learning Process
DriveDrive
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The Learning ProcessThe Learning Process
DriveDrive
CuesCues
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The Learning ProcessThe Learning Process
DriveDrive
CuesCues
ResponseResponse
Reinforcement
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The Importance of AttitudesThe Importance of Attitudes
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Lifestyle DimensionsLifestyle Dimensions
OpinionsOpinions
ActivitiesActivities InterestsInterests
LifestyleSegment
Profile
LifestyleSegment
Profile
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Lifestyle InfluencesLifestyle Influences
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Social InfluencesSocial Influences
CultureKeySocial
Influences
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Culture
SocialClass
KeySocial
Influences
Social InfluencesSocial Influences
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Culture
ReferenceGroups
KeySocial
Influences
SocialClass
Social InfluencesSocial Influences
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FamilyDecisionMaking
OpinionLeaders
CultureKeySocial
Influences
SocialClass
ReferenceGroups
Social InfluencesSocial Influences
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Family InfluencesFamily Influences
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Consumer Problem SolvingConsumer Problem Solving
AwarenessAwarenessNeed to Satisfy
Focus:
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Consumer Problem SolvingConsumer Problem Solving
AwarenessAwarenessNeed to Satisfy
Focus:
Gathering InformationGathering InformationHow Products Fill Needs
Focus:
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Consumer Problem SolvingConsumer Problem Solving
AwarenessAwareness
Gathering InformationGathering Information
Need to Satisfy
How Products Fill Needs
Focus:
Focus:
Evaluating AlternativesEvaluating AlternativesRanking Products
Focus:
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Consumer Problem SolvingConsumer Problem Solving
AwarenessAwareness
Gathering InformationGathering Information
Evaluating AlternativesEvaluating Alternatives
Need to Satisfy
How Products Fill Needs
Ranking Products
Focus:
Focus:
Focus:
Choosing a SolutionChoosing a SolutionSelecting a Product Solution
Focus :
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Consumer Problem SolvingConsumer Problem Solving
AwarenessAwareness
Gathering InformationGathering Information
Evaluating AlternativesEvaluating Alternatives
Choosing a SolutionChoosing a Solution
Need to Satisfy
How Products Fill Needs
Ranking Products
Selecting a Product Solution
Focus:
Focus:
Focus:
Focus :
Evaluating the DecisionEvaluating the DecisionHow Did It Work Out?
Focus :
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Types of Consumer DecisionsTypes of Consumer Decisions
Extensive Problem Solving
Involvement Continuum
Low Involvement High Involvement
High involvementInfrequently purchased
ExpensiveHigh risk
Much information desired
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Types of Consumer DecisionsTypes of Consumer Decisions
Extensive Problem Solving
Routinized Response Behavior
Involvement Continuum
Low Involvement High Involvement
Low involvementFrequently purchasedInexpensiveLittle riskLittle information needed
High involvementInfrequently purchased
ExpensiveHigh risk
Much information desired
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Types of Consumer DecisionsTypes of Consumer Decisions
Extensive Problem Solving
Limited Problem Solving
Routinized Response Behavior
Involvement Continuum
Low Involvement High Involvement
Low involvementFrequently purchasedInexpensiveLittle riskLittle information needed
High involvementInfrequently purchased
ExpensiveHigh risk
Much information desired
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Types of Organizational BuyersTypes of Organizational Buyers
ManufacturersManufacturers
Service ProducersService Producers Retailers &Wholesalers
Retailers &Wholesalers
GovernmentsGovernments
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Buying CentersBuying Centers
BuyingCenterBuyingCenter
BuyersBuyers
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Buying CentersBuying Centers
BuyingCenterBuyingCenter UsersUsers
InfluencersInfluencers
BuyersBuyers
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Buying CentersBuying Centers
BuyingCenterBuyingCenter UsersUsersGatekeepersGatekeepers
DecidersDeciders InfluencersInfluencers
BuyersBuyers
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Basic Methods in Organizational BuyingBasic Methods in Organizational Buying
BasicMethods
BasicMethods
Inspection Sampling
Description NegotiatedContracts
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Organizational Buying ProcessesOrganizational Buying Processes
Information Needed
Review of Suppliers
Multiple Influences
Time Required
Characteristics
Much
Much
Much
Much
New-TaskBuying
Type of Process
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Organizational Buying ProcessesOrganizational Buying Processes
Much
Much
Much
Much
Information Needed
Review of Suppliers
Multiple Influences
Time Required
CharacteristicsNew-Task
Buying
Some
Some
Some
Medium
ModifiedRebuy
Type of Process
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Organizational Buying ProcessesOrganizational Buying Processes
SomeMuch
SomeMuch
SomeMuch
MediumMuch
Information Needed
Review of Suppliers
Multiple Influences
Time Required
CharacteristicsNew-Task
BuyingModifiedRebuy
Little
None
Little
Little
StraightRebuy
Type of Process
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InformationSharing
Cooperation OperationalLinkageKey
Dimensions
Social InfluencesSocial Influences
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InformationSharing
Cooperation OperationalLinkage
RelationshipSpecific
Adaptations
LegalBonds
KeyDimensions
Buyer-Supplier Relationships Buyer-Supplier Relationships
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Marketing Strategy Planning ProcessMarketing Strategy Planning Process
CustomersNeeds and other
SegmentingDimensions
CompanyMission, Objectives,
& Resources
CompetitorsCurrent &
Prospective
S.W.O.T.
External Market EnvironmentExternal Market EnvironmentTechnology Political & Legal Social & Cultural EconomicTechnology Political & Legal Social & Cultural Economic
Targeting &Segmentation
Positioning &DifferentiationPositioning &Differentiation
Narrowing down to focused strategy with quantitative and qualitative screening criteria