Consumer Behavior: Consumer Behaviour: Meeting Changes and Challenges

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CHAPTER ONE
Consumer Behavior: Meeting Changes and Challenges

To Which Segment of Consumers Will This Ad Appeal?

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter One Slide 4

A Segment of Consumers Who are Environmentally Concerned

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter One Slide 5

Consumer Behavior
• The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs.

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter One Slide 4

Two Consumer Entities
Personal Consumer • The individual who buys goods and services for his or her own use, for household use, for the use of a family member, or for a friend. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Organizational Consumer
• A business, government agency, or other institution (profit or nonprofit) that buys the goods, services, and/or equipment necessary for the organization to function. Chapter One Slide 5

Development of the Marketing Concept

Production Orientation

Sales Orientation

Marketing Concept

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter One Slide 6

Production Orientation
• From the 1850s to the late 1920s • Companies focus on production capabilities • Consumer demand exceeded supply Production Orientation Sales Orientation Marketing Concept

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter One Slide 7

Sales Orientation
• From the 1930s to the mid 1950s • Focus on selling • Supply exceeded customer demand Production Orientation Sales Orientation Marketing Concept

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter One Slide 8

Marketing Concept
• 1950s to current - Focus on the customer! • Determine the needs and wants of specific target markets • Deliver satisfaction better than competition Production Orientation Sales Orientation Marketing Concept

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter One Slide 9

Discussion Questions
1. What two companies do you believe grasp and use the marketing concept? 2. Why do you believe this?

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter One Slide 10

Societal Marketing Concept
• Considers consumers’ long-run best interest • Good corporate citizenship

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter One Slide 11

The Marketing Concept
Embracing the Marketing Concept
• • • • Consumer Research Segmentation Market Targeting Positioning • The process and tools used to study consumer behavior

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter One Slide 12

The Marketing Concept
Implementing the Marketing Concept
• • • • Consumer Research Segmentation Market Targeting Positioning • Process of dividing the market into subsets of consumers with common needs or characteristics

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter One Slide 13

Discussion Questions
1. What products that you regularly purchase are highly segmented? 2. What are the different segments? 3. Why is segmentation useful to the marketer for these products?

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter One Slide 14

The Marketing Concept
Implementing the Marketing Concept
• • • • Consumer Research Segmentation Market Targeting Positioning The selection of one or more of the segments identified to pursue

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter One Slide 15

The Marketing Concept
Implementing the Marketing Concept
• • • • Consumer Research Segmentation Market Targeting Positioning • Developing a distinct image for the product in the mind of the...
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