Kotler Keller PhillipKevin Lane Marketing Management 14e. - презентация

1 Kotler Keller PhillipKevin Lane Marketing Management 14e

2 Analyzing Consumer Markets Chapter 6

3 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 3 of 31 Discussion Questions 1.How do consumer characteristics influence buying behavior? 2.What major psychological processes influence consumer responses to the marketing program? 3.How do consumers make purchasing decisions? 4.In what ways do consumers stray from a deliberative, rational decision process?

4 Defined Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 4 of 31 The study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs or wants. Consumer Behavior

5 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 5 of 31 Consumer Behavior Cultural Factors Social Factors Personal Factors

6 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 6 of 31 Cultural Factors Culture Subculture Social Class

7 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 7 of 31 Average U.S. Outlays IN %15.5%11.4%8.5%6.1% 4.8%4.2%3.3% 2.1%

8 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 8 of 31 Social Factors Reference Groups Family Role and Status

9 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 9 of 31 Personal Factors Age Life Cycle Stage Personality

10 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 10 of 31 Personal Factors Values Occupation Lifestyle Economic situation

11 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 11 of 31 Figure 6.1 Psychological Factors

12 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 12 of 31 Motivation Freud Maslow Herzberg

13 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 13 of 31 Figure 6.2 Maslows Hierarchy of Needs

14 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 14 of 31 Perception Selective Distortion Selective Retention Selective Attention Subliminal Perception

15 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 15 of 31 Learning Driver Cues Discrimination

16 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 16 of 31 Emotions

17 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 17 of 31 Memory Brand Associations Mental Maps Memory Processes Encoding Retreival Brand Association

18 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 18 of 31 Figure 6.3 Hypothetical State Farm Mental Map

19 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 19 of 31 Figure 6.4 The Buying Decision Process

20 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 20 of 31 Buying Decision Process

21 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 21 of 31 Problem Recognition Stimulus Internal External Im Hungry

22 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 22 of 31 Information Search Personal Commercial Public Experiential

23 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 23 of 31 Figure 6.5 Successive Sets Involved in Consumer Decision Making

24 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 24 of 31 Evaluation of Alternatives Attitudes Beliefs

25 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 25 of 31 Attribute Memory Capacity Graphics Capacity Size and Weight Price Model Weight: 40%Weight: 31%Weight: 20%Weight: 10% A8969 B7777 C10432 D5385 Expectancy-Value Model Model A = 0.4 (8) + 0.3(9) + 0.2(6) + 0.1(9) = 8.0 Model B = 0.4 (7) + 0.3(7) + 0.2(7) + 0.1(7) = 7.0 Model C = 0.4(10) + 0.3(4) + 0.2(3) + 0.1(2) = 6.0 Model D = 0.4 (5) + 0.3(3) + 0.2(8) + 0.1(5) = 8.0

26 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 26 of 31 Figure 6.6 Steps between Evaluation of Alternatives and Purchase Decision

27 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 27 of 31 Purchase Decision Noncompensatory Models A B Brand Dealer Quantity Timing Payment method Purchase subdecisions Choice Heuristics: Conjective Lexicographic Elimination-by-aspect

28 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 28 of 31 Postpurchase Behavior Postpurchase Satisfaction Postpurchase Actions Defect Loyal Dissatisfied Satisfied Delighted Stay or Go

29 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 29 of 31 Figure 6.7 How Customers Use or Dispose of Products

30 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 30 of 31 Moderating Effects Low-involvement Variety seeking

31 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 31 of 31 Behavioral Decision Theory Decision Heuristics Decision Framing