Marketing 2 consumer buying behavior (2014 - 2015)
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Marketing II Consumer Buying Behavior
Transcript of Marketing 2 consumer buying behavior (2014 - 2015)
- 1. Marketing II Consumer Buying Behavior
- 2. Macheads Macolytes
- 3. One iPhone to use ...
- 4. ... and one to look inside
- 5. Some will queue for nights ahead to be the rst to buy the product.
- 6. VS.
- 7. Understanding Customer needs
- 8. Apple designs their points-of- sale in such a way that people want to hang around.
- 9. repurchase intent81%
- 10. Consumer Buying Behavior
- 11. Exam question 18
- 12. you buy? What Where When Why
- 13. you buy? What Where When Why
- 14. you buy? What Where When Why
- 15. you buy? What Where When Why
- 16. you buy? What Where When Why
- 17. Consumer Black Box
- 18. Consumer Black Box
- 19. Consumer Black Box Marketing Product Price Promotion Place
- 20. Consumer Black Box Marketing Product Price Promotion Place Environment Economic Technology Social Cultural
- 21. Consumer Black Box Marketing Product Price Promotion Place Environment Economic Technology Social Cultural Response Attitudes Preferences Behavior
- 22. Consumer Black Box Marketing Product Price Promotion Place Environment Economic Technology Social Cultural Response Attitudes Preferences Behavior
- 23. Exam question 19
- 24. Cultural factors Social factors Personal factors Psychological factors
- 25. Spend 3 times more on cosmetics
- 26. 71% feel negative image
- 27. 2,5 more buying power
- 28. Over the hill are people older than 57
- 29. Over the hill are people older than 75
- 30. 25% Apple users are older than 50
- 31. Cultural factors Social factors Personal factors Psychological factors
- 32. Membership groups
- 33. Word-of-Mouth
- 34. Buzz marketing
- 35. Launched in Australia
- 36. 50% teens & young adults didnt try Coke
- 37. 7% increase teen consumption
- 38. 50 countries followed
- 39. 45% positive campaign sentiment
- 40. 5% negative campaign sentiment
- 41. Opinion leaders
- 42. Influentials
- 43. Bloggers
- 44. Vloggers
- 45. Brand ambassadors
- 46. JetBlue activates its customers as part of its advertising campaigns.
- 47. You can not make an interesting social media campaign with a blender ...
- 48. Crowd funding
- 49. $ 13,28 million funding
- 50. 1st goal $ 200,000
- 51. 2nd goal $ 1,000,000
- 52. Result $ 630,019
- 53. Traditionally main purchaser
- 54. But
- 55. 70% women job outside home
- 56. 65% men regularly shop
- 57. 65% women influence car purchase
- 58. Wider key spacing
- 59. Happy Mothers day
- 60. Happy Mothers day (?)
- 61. VS.
- 62. Cultural factors Social factors Personal factors Psychological factors
- 63. Jennifer Aaker
- 64. Brand Personality
- 65. Sincerity Excitement CompetenceSophistication Ruggedness
- 66. Sincerity Excitement CompetenceSophistication Ruggedness
- 67. Sincerity Excitement CompetenceSophistication Ruggedness
- 68. Sincerity Excitement CompetenceSophistication Ruggedness
- 69. Sincerity Excitement CompetenceSophistication Ruggedness
- 70. Sincerity Excitement CompetenceSophistication Ruggedness
- 71. Sincerity Excitement CompetenceSophistication Ruggedness
- 72. Sincerity Excitement CompetenceSophistication Ruggedness
- 73. Sincerity Excitement CompetenceSophistication Ruggedness
- 74. Sincerity Excitement CompetenceSophistication Ruggedness
- 75. Sincerity Excitement CompetenceSophistication Ruggedness
- 76. Cultural factors Social factors Personal factors Psychological factors
- 77. Consumer Black Box
- 78. Exam question 20
- 79. Perception
- 80. Selective attention Selective distortion Selective retention
- 81. You see what you want to see
- 82. Selective attention Selective distortion Selective retention
- 83. Selective attention Selective distortion Selective retention
- 84. Subliminal Advertising
- 85. Drink Coke
- 86. Eat Popcorn
- 87. 18% more Coke
- 88. 58% more Popcorn
- 89. 58% more PopcornNo PROOF
- 90. Learning
- 91. Wanna express myself!
- 92. Stimulus Object
- 93. Stimulus Object
- 94. Wanna have a camera!
- 95. Types Buying Decisions
- 96. Exam question 21
- 97. Complex Variety - seeking Dissonance reducing Habitual High Involvement Signicant brand dierences Low Involvement Few brand dierences
- 98. Complex Variety - seeking Dissonance reducing Habitual High Involvement Signicant brand dierences Low Involvement Few brand dierences
- 99. Complex Variety - seeking Dissonance reducing Habitual High Involvement Signicant brand dierences Low Involvement Few brand dierences
- 100. Complex Variety - seeking Dissonance reducing Habitual High Involvement Signicant brand dierences Low Involvement Few brand dierences
- 101. Buyer Decision process
- 102. Need recognition Information search Evaluation alternatives Purchase decision Postpurchase behavior
- 103. Need recognition Information search Evaluation alternatives Purchase decision Postpurchase behavior
- 104. Need recognition Information search Evaluation alternatives Purchase decision Postpurchase behavior
- 105. Product Attributes?
- 106. Need recognition Information search Evaluation alternatives Purchase decision Postpurchase behavior
- 107. Need recognition Information search Evaluation alternatives Purchase decision Postpurchase behavior
- 108. Cognitive Dissonance
- 109. Adoption Process
- 110. Exam question 22
- 111. Adoption Awareness Interest Evaluation Trial Adoption
- 112. Adoption Awareness Interest Evaluation Trial Adoption
- 113. Adoption Awareness Interest Evaluation Trial Adoption
- 114. Adoption Awareness Interest Evaluation Trial Adoption
- 115. Adoption Awareness Interest Evaluation Trial Adoption
- 116. Market Segmentation
- 117. Exam question 23
- 118. Market
- 119. Segment 1 Segment 2 Segment 3
- 120. Target group Segment 2 Segment 3
- 121. Geographic Segmentation
- 122. Geographic segmentation
- 123. Geographic segmentation
- 124. Geographic segmentation
- 125. Geographic segmentation
- 126. Demographic Segmentation
- 127. Age & Life-cycle
- 128. Age & Life-cycle
- 129. Sexy Senior
- 130. Be careful with Stereotypes
- 131. Gender Segmentation
- 132. Gentle face wash
- 133. face Scrub
- 134. Other examples of Gender segmentation?
- 135. Income Segmentation
- 136. Income Segmentation
- 137. Income Segmentation
- 138. Income Segmentation
- 139. Psychographic Segmentation
- 140. Psychographicsegmentation
- 141. Behavioral Segmentation
- 142. Occasion segmentation
- 143. Occasion segmentation
- 144. User Status
- 145. User Status
- 146. User Rate
- 147. 13times a month
- 148. Loyalty Status
- 149. Multiple Segmentation
- 150. Business Market Segmentation
- 151. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
- 152. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
- 153. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
- 154. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
- 155. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
- 156. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
- 157. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
- 158. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
- 159. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
- 160. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
- 161. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
- 162. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
- 163. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
- 164. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
- 165. International Segmentation
- 166. Geographic Location
- 167. Segmentation@ Panasonic
- 168. SegmentaHon Europe Russia North-Africa
- 169. SegmentaHon Europe Russia North-Africa
- 170. SegmentaHon Europe Russia North-Africa
- 171. SegmentaHon Europe Russia North-Africa
- 172. Segmentation Requirements
- 173. Who is Left-Handed?
- 174. Measurable Accessible SubstantialDierentiable Actionable
- 175. Measurable?
- 176. Measurable Accessible SubstantialDierentiable Actionable
- 177. Measurable Accessible SubstantialDierentiable Actionable
- 178. Substantial?
- 179. Substantial?
- 180. Measurable Accessible SubstantialDierentiable Actionable
- 181. Dierentiable?
- 182. Measurable Accessible SubstantialDierentiable Actionable
- 183. Actionable?
- 184. Selecting Segments
- 185. Exam question 24
- 186. Mass Marketing Dierentiated Marketing Niche Marketing Micromarketing
- 187. Similar needs
- 188. Mass Marketing Dierentiated Marketing Niche Marketing Micromarketing
- 189. Dierent products
- 190. Thanks you for your purchase
- 191. Dierentiation Cost
- 192. 1200 less brands
- 193. Mass Marketing Dierentiated Marketing Niche Marketing Micromarketing
- 194. Gaming mouses niche
- 195. Mass Marketing Dierentiated Marketing Niche Marketing Micromarketing
- 196. Local Marketing
- 197. Local Marketing
- 198. Mobile Coupons
- 199. Individual Marketing
- 200. IndividualMarketing
- 201. Mass Customization
- 202. Mass Customization
- 203. Mass Customization
- 204. Targeting kids
- 205. Is it right or wrong?
- 206. Target group 18 30 years
- 207. Target group Teens (11 y !)
- 208. An early self-view Terrorist?
- 209. its not all Bad
- 210. Its not about who is targeted but how
- 211. Have a day! Nice great Fantastic Wonderful