Professional Documents
Culture Documents
R
Consumer
ONE
Behaviour:
Meeting
Changes and
Challenges
Learning Objectives
At the end of this lesson you will:
1. Explain what consumer behaviour is and the Different
Types of Consumers.
2. Discuss the relationship between consumer behaviour
and the marketing concept, the societal marketing
concept, as well as segmentation, targeting, and
positioning.
3.Explain the relationship between consumer behaviour
and
customer value, satisfaction, trust, and retention.
4. Discuss how new technologies are enabling marketers to
better satisfy the needs and wants of consumers.
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
Learning Objectives
(continued)
5. Appreciate how marketers are increasingly
able to reach consumers wherever consumers
wish to be reached.
6. Understand how the worlds economic
condition is leading to consumption instability
and change.
7. Understand the makeup and Composition of a
model of consumer behaviour.
8. Understand the structure of the prescribed
book
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
To Which Segment of
Consumers Will This Ad
Appeal?
A Segment of Consumers
Who are Environmentally
Concerned
Consumer Behaviour
The behaviour that consumers
display in searching for, purchasing,
using, evaluating, and disposing of
products and services that they
expect will satisfy their needs.
Development of the
Marketing Concept
Production Orientation
From the 1850s to the late 1920s
Companies focus on production
capabilities
Consumer demand exceeded supply
Sales Orientation
From the 1930s to the mid 1950s
Focus on selling
Supply exceeded customer demand
Marketing Concept
1950s to current - Focus on the
customer!
Determine the needs and wants of
specific target markets
Deliver satisfaction better than
competition
Discussion Questions
1. What two companies
do you believe grasp
and use the marketing
concept?
2. Why do you believe
this?
Discussion Questions
1. What products that you regularly
purchase are highly segmented?
2. What are the different segments?
3. Why is segmentation useful to the
marketer for these products?
or more of the
segments identified
to pursue
Research
Segmentation
Market
Targeting
Positioning
Customer Value,
Satisfaction, Trust, and
Retention
Successful Relationships
Value,
Satisfaction,
Trust,
and
Customer
Retention
Value
Customer
Satisfaction
Customer
Trust
Customer
Retention
Discussion Questions
How does
McDonalds
create value for
the consumer?
How do they
communicate this
value?
Successful Relationships
Value,
Satisfaction,
Trust,
and
Customer
Retention
Value
Customer
Satisfaction
Customer
Trust
Customer
Retention
Successful Relationships
Value,
Satisfaction,
Trust,
and
Customer
Retention
Value
Customer
Satisfaction
Customer
Trust
Customer
Retention
Establishing and
maintaining trust
is essential.
Trust is the
foundation for
maintaining a
long-standing
relationship with
customers.
Successful Relationships
Value,
Satisfaction,
Trust,
and
Customer
Retention
Value
Customer
Satisfaction
Customer
Trust
Customer
Retention
American
Express
eBay
IBM
Amazon
Johnson &
Johnson
Hewlett-Packard
U.S. Postal
Service
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
28
Chapter One Slide
Impact of Digital
Technologies
Flat-rate data
traffic increases
Screen image
quality is
enhanced
Consumer-user
experiences with
web applications
improve
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
Consumer Behavior Is
Interdisciplinary