Beruflich Dokumente
Kultur Dokumente
Chapter 10
McGraw-Hill/Irwin
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Cognitive
Marketing mix elements are designed to influence consumers cognitions in order to influence consumer behaviors
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Combined
Marketing mix elements are designed to influence some combination of consumers affect, cognitions, and behaviors in order to influence other consumer behaviors
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Sales Promotion
An action focused marketing event whose purpose is to have a direct impact on the behavior of a firms customers
Trade promotion
Used to push products through the channel to consumers
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Purchase Probability
Consumer promotions are designed to increase the probability that consumers will purchase a particular brand or combination of products
Subgoals of consumer promotions
Get consumer to try a new product Position a brand or company in the minds of consumers Obtain a brand switch Develop brand loyalty
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Purchase Quantity
Design of consumer promotion influences purchase of a brand Design is used to influence the number or size of units purchased
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Social Marketing
End goal is to benefit the target audience or the broader society Concerned with influencing and changing consumers overt behavior
Increasing desired behaviors Decreasing undesired behaviors
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Summary
Approaches to consumer behavior influence strategies were discussed Strategies designed to influence overt consumer behaviors were demonstrated Sales promotion and social marketing were reviewed as areas that focus on overt consumer behaviors A strategic model for influencing consumer behaviors was presented
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