Consumer Behavior: Consumer Behaviour: Meeting Changes and Challenges
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
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