Beruflich Dokumente
Kultur Dokumente
and behavior
value systems
This advertiser knows teens are strongly influenced by groups when purchasing fashion items
Marketing in Action
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Freuds Theory
Forces shaping peoples behavior are largely unconscious or hidden Consumer react to other less conssciuos cues
Herzberg Theory
Maslows Theory
Human needs are arranged into hierarchy from the most to the least
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Marketing in Action
Discussion
What consumer products might fulfill multiple levels of the Hierarchy of Needs?
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Selective distortion
People interpret to support beliefs
Selective retention
People retain points to support attitudes
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Cues
Reinforcement
Attitude
describes a persons evaluations, feelings and tendencies toward an object or idea They are difficult to change
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Learning Goals
1. Define the consumer market and construct a model of consumer buyer behavior 2. Name the four factors that influence buyer behavior 3. List and understand the types of buying decision behavior and stages in the process 4. Describe the adoption and diffusion process for new products
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Information Search
Evaluation of Alternatives
Purchase Decision
Post-purchase Behavior
Discussion Question
How is a site like Consumer Reports used in the decisionmaking process?
Marketing in Action
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Learning Goals
1. Define the consumer market and construct a model of consumer buyer behavior 2. Name the four factors that influence buyer behavior 3. List and understand the types of buying decision behavior and stages in the process 4. Describe the adoption and diffusion process for new products
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Adoption
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Adoption Process
Figure 5.8
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Product Characteristics
Relative Advantage Compatibility Complexity Divisibility
Communicability
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Discussion Question
Why might the adoption process be slow for a home robot?
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Marketing in Action
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Learning Goals
1. Define the consumer market and construct a model of consumer buyer behavior 2. Name the four factors that influence buyer behavior 3. List and understand the types of buying decision behavior and stages in the process 4. Describe the adoption and diffusion process for new products
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Process is more formalized Buyer and seller are more dependent on each other Build close long-term relationships with customers
Influencers
Promotion
The Buying Organization Organization al Influences
The Buying Center Buying Decision Process
Buyers Response
Payment
Organizational
Objectives, Policies, Procedures, Structure, & Systems
Interpersonal
Authority, Status, Empathy & Persuasiveness
Individual
Age, Education, Job Position, Personality & Risk Attitudes
Buyers
Modified Re-buy
New Task
Modified Re-buy
Straight Re-buy
Understand the consumer market and the major factors that influence consumer buyer behavior. Identify and discuss the stages in the buyer decision process. Describe the adoption and diffusion process for new products. Define the business market and identify the major factors that influence business buyer behavior. List and define the steps in the business buying decision process.