Professional Documents
Culture Documents
wants.
Marketing is all about understanding
and anticipating consumer needs and
developing solutions for those unique
needs.
All marketing decisions/strategies
inevitably are based on assumptions
or knowledge of consumer behavior.
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reserved.
Introduction
11
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reserved.
Introduction
12
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reserved.
Introduction
13
Copyright 2014 by McGraw Hill Education (India) Private Limited. All rights
reserved.
Marketing
Strategy
and
Consumer
Behavior
14
The Consumers
The Company
The Competitors
The Conditions
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15
Market
segmentation
is a portion of a
larger market
whose needs
differ from the
larger market.
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reserved.
Market Segmentation
16
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reserved.
Market Segmentation
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reserved.
Market Segmentation
18
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reserved.
Marketing Strategy
Price
Distribution
Services
19
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reserved.
Video Application
110
111
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Copyright 2014 by McGraw Hill Education (India) Private Limited. All rights
reserved.
Consumer Decisions
112
Firm Outcomes
Individual Outcomes
Society Outcomes
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Outcomes
113
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reserved.
Outcomes
Consumer behavior is
the study of individuals,
groups, or organizations
and the processes they
use to select, secure,
use, and dispose of
products, services,
experiences, or ideas to
satisfy needs and the
impacts that these
processes have on the
consumer and society.
Copyright 2014 by McGraw Hill Education (India) Private Limited. All rights
reserved.
115
Marketing Strategy
Regulatory Policy
Social Marketing
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reserved.
Informed Individuals
116
Social Marketing:
Is the application of marketing
strategies and tactics to alter and
create behaviors that have a positive
influence on the targeted individuals
or society at large.
Copyright 2014 by McGraw Hill Education (India) Private Limited. All rights
reserved.
Applications in Consumer
Behavior
117
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reserved.
118
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reserved.
119
External Influences
Culture
Demographics and
social stratification
Ethnic, religious, and
regional subcultures
Families and
households
Groups
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120
Internal Influences
Perception
Learning
Memory
Motives
Personality
Emotions
Attitudes
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reserved.
121
Self-Concept and
Lifestyle
Self-concept is the
totality of an individuals
thoughts and feelings
about oneself.
Lifestyle is how one
lives, including the
products one buys, how
one uses them, what
one thinks about them,
Copyright 2014 by McGraw Hill Education (India) Private Limited. All rights
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122
Situations and
Consumer
Decisions
Consumer decisions
result from
perceived problems
and opportunities.
Consumer problems
arise in specific
situations and the
nature of the
situation influences
the resulting
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123
Copyright 2014 by McGraw Hill Education (India) Private Limited. All rights
reserved.
124
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reserved.
125
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reserved.
126