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The place where I could express the words
Rabu, 03 Juli 2013
Selasa, 09 Oktober 2012
Materi Kuliah POM minggu 1-6
Chapter 3
Analyzing the
Marketing Environment
Topic
Outline
•
The
Company’s Microenvironment
•
The
Company’s Macroenvironemnt
•
Responding
to the Marketing Environment
The
Marketing Environment
The
marketing environment includes
the actors and forces outside marketing that affect marketing management’s
ability to build and maintain successful relationships with customers
Microenvironment
consists of the
actors close to the company that affect its ability to serve its customers, the
company, suppliers, marketing intermediaries, customer markets, competitors,
and publics
The
Company’s Microenvironment
Actors in
the Microenvironment

The Company
•
Top
management
•
Finance
•
R&D
•
Purchasing
•
Operations
•
Accounting
Suppliers
•
Provide
the resources to produce goods and services
•
Treated
as partners to provide customer value
Marketing
Intermediaries
Help the company
to promote, sell and distribute its products to final buyers
Types of
Marketing Intermediaries
Reseller ,Physical distribution, Marketing services agencies, Financial Intermedience
Competitors
Firms must gain strategic advantage by positioning their offerings
against competitors’ offerings
Publics
Any group that has an actual or potential interest in or impact on an
organization’s ability to achieve its objectives
–
Financial publics
–
Media publics
–
Government publics
–
Citizen-action publics
–
Local publics
–
General public
–
Internal publics
The
Company’s Macroenvironment

Demographic
Environment
Demography is the study of human populations in terms of size,
density, location, age, gender, race, occupation, and other statistics
•
Demographic
environment is important because it involves people, and people make up markets
•
Demographic
trends include age, family structure, geographic population shifts, educational
characteristics, and population diversity
•
Changing
age structure of the population
–
Baby
boomers include people born between 1946 and 1964
–
Most
affluent Americans
•
Generation
X includes people born between 1965 and 1976
o
High
parental divorce rates
o
Cautious
economic outlook
o
Less
materialistic
o
Family
comes first
o
Lag
behind on retirement savings
•
Millennials
(gen Y or echo boomers) include those born between 1977 and 2000
–
Comfortable
with technology
–
Includes
•
Tweens
(ages 8–12)
•
Teens
(13–19)
•
Young
adults (20’s)
Generational
marketing is important in
segmenting people by lifestyle of life state instead of age
More people are:
•
Divorcing
or separating
•
Choosing
not to marry
•
Choosing
to marry later
•
Marrying
without intending to have children
•
Increased
number of working women
•
Stay-at-home
dads
Growth in U.S.
West and South and decline in Midwest and Northeast
Moving from
rural to metropolitan areas
Changes in where
people work
•
Telecommuting
•
Home
office
•
Divorcing
or separating
Changes in the
Workforce
•
More
educated
•
More
white collar
Demographic
Environment
Increased
Diversity
Markets are
becoming more diverse
–
International
–
National
•
Includes:
–
Ethnicity
–
Gay
and lesbian
–
Disabled
Economic
Environment
Economic
environment consists of
factors that affect consumer purchasing power and spending patterns
•
Industrial
economies are richer markets
•
Subsistence
economies consume most of their own agriculture and industrial output
•
Changes
in income
•
Value
marketing involves ways to offer financially cautious buyers greater value—the
right combination of quality and service at a fair price
Changes in
Consumer Spending Patterns
•
Ernst
Engel—Engel’s Law
•
As
income rises:
–
The
percentage spent on food declines
–
The
percentage spent on housing remains constant
The percentage
spent on savings increases
Natural
environment involves
the natural resources that are needed as inputs by marketers or that are
affected by marketing activities
•
Trends
–
Shortages
of raw materials
–
Increased
pollution
–
Increase
government intervention
–
Environmentally
sustainable strategies
Technological
Environment
•
Most
dramatic force in changing the marketplace
•
Creates
new products and opportunities
•
Safety
of new product always a concern
Political
environment consists of
laws, government agencies, and pressure groups that influence or limit various
organizations and individuals in a given society
•
Legislation
regulating business
–
Increased
legislation
–
Changing
government agency enforcement
•
Increased
emphasis on ethics
–
Socially
responsible behavior
–
Cause-related
marketing
Cultural
environment consists of
institutions and other forces that affect a society’s basic values,
perceptions, and behaviors
Persistence
of Cultural Values
Core
beliefs and values are
persistent and are passed on from parents to children and are reinforced by
schools, churches, businesses, and government
Secondary
beliefs and values are
more open to change and include people’s views of themselves, others,
organization, society, nature, and the universe
Shifts in
Secondary Cultural Values
•
People’s
view of themselves
–
Yankelovich
Monitor’s consumer segments:
•
Do-it-yourselfers—recent
movers
•
Adventurers
•
People’s
view of others
–
More
“cocooning”
•
People’s
view of organizations
•
People’s
view of society
–
Patriots
defend it
–
Reformers
want to change it
–
Malcontents
want to leave it
•
People’s
view of nature
–
Some
feel ruled by it
–
Some
feel in harmony with it
–
Some
seek to master it
•
People’s
view of the universe
–
Renewed
interest in spirituality
Responding
to the Marketing Environment
Views on
Responding
•
Uncontrollable
: React and adapt to forces in the environment
•
Proactive
: Aggressive actions to
affect forces in the environment
•
Reactive
: Watching and reacting to forces in the environment
Chapter 4
Managing
Marketing Information to Gain Customer Insights
Learning
Objectives
Topic
Outline
•
Assessing
Marketing Information Needs
•
Developing
Marketing Information
•
Marketing
Research
•
Analyzing
Marketing Information
•
Distributing
and Using Marketing Information
•
Other
Marketing Information Considerations
Marketing
Information and Customer Insights
Customer
Insights are:
•
Fresh
and deep insights into customers needs and wants
•
Difficult
to obtain
–
Not
obvious
–
Customer’s
unsure of their behavior
•
Not
derived from more information but better information and more effective use of
existing information
•
Companies
are forming customer insights teams
–
Include
all company functional areas
–
Use
insights to create more value for their customers
–
Customer
controlled could be a problem
Marketing
Information Systems (MIS)
Marketing
information system
(MIS) consists of people and procedures for:
–
Assessing
the information needs
–
Developing
needed information
–
Helping
decision makers use the information for customer
Assessing
Marketing Information Needs
MIS
provides information to
the company’s marketing and other managers and external partners such as
suppliers, resellers, and marketing service agencies
Characteristics
of a Good MIS
Balancing what
the information users would like to have against what they need and what is
feasible to offer

Developing
Marketing Information
Marketers obtain
information from
Internal
Data : Internal databases are
electronic collections of consumer and market information obtained from data
sources within the company network
Marketing
intelligence is the
systematic collection and analysis of publicly available information about
consumers, competitors, and developments in the marketplace
Marketing
research is the
systematic design, collection, analysis, and reporting of data relevant to a
specific marketing situation facing an organization
Marketing
Research Defining the
Problem and Research Objectives
•
Exploratory
research
•
Descriptive
research
•
Causal
research
Marketing
Research Developing
the Research Plan
•
Outlines
sources of existing data
•
Spells
out the specific research approaches, contact methods, sampling plans, and
instruments to gather data
Marketing
Research Written
Research Plan Includes:

Marketing
Research Developing
the Research Plan
Secondary
data consist of
information that already exists somewhere, having been collected for another
purpose
Primary
data consist of
information gathered for the special research plan

Marketing
Research
•
Planning
Primary Data Collection
•
Research
approaches
•
Contact
methods
•
Sampling
plan
•
Research
instruments
Market
Research Research
Approaches
Observational
research involves
gathering primary data by observing relevant people, actions, and situations
Ethnographic
research involves sending
trained observers to watch and interact with consumers in their natural
environment
Survey
research is the most
widely used method and is best for descriptive information—knowledge,
attitudes, preferences, and buying behavior
•
Flexible
•
People
can be unable or unwilling to answer
•
Gives
misleading or pleasing answers
•
Privacy
concerns
Experimental
research is best for
gathering causal information—cause-and-effect relationships
Marketing
Research Contact
Methods
•
Focus
Groups
–
Six
to 10 people with a trained moderator
–
Challenges
•
Expensive
•
Difficult
to generalize from small group
•
Consumers
not always open and honest
Marketing
Research Contact Methods

Marketing
Research Online Research
Advantages
•
Low
cost
•
Speed
•
Higher
response rates
•
Good
for hard to reach groups
Disadvantages
•
Restricted
internet access
•
Not
sure who is answering
Marketing
Research Sampling
Plan
Sample is a segment of the population selected for marketing
research to represent the population as a whole
–
Who
is to be surveyed?
–
How
many people should be surveyed?
–
How
should the people be chosen?
Marketing
Research Research
Instruments
Questionnaires
•
Most
common
•
Administered
in person, by phone, or online
•
Flexible
•
Watch
working and ordering of questions
Marketing
Research Research
Instruments - Questionnaires
•
Closed-end
questions include all possible answers, and subjects make choices among them
–
Provide
answers that are easier to interpret and tabulate
•
Open-end
questions allow respondents to answer in their own words
–
Useful
in exploratory research

Marketing Research Implementing the Research Plan
•
Collecting the information
•
Processing the information
•
Analyzing the information
•
Interpret findings
•
Draw conclusions
•
Report to management
Customer Relationship Management (CRM)
CRM consists of sophisticated software and analytical
tools that integrate customer information from all sources, analyze it in
depth, and apply the results to build stronger customer relationships
Customer Relationship Management Touchpoints

Distributing and Using Marketing Information
Information distribution
involves entering information into databases and making it available in a
time-useable manner
•
Intranet provides information to
employees and other stakeholders
•
Extranet provides information to key
customers and suppliers
Other Marketing Information Considerations
•
Marketing Research in Small
Businesses and Nonprofit Organizations
•
International Market Research
•
Public Policy and Ethics
ü Customer
privacy
ü Misuse
of research findings
Chapter 1
creating and capturing customer Value
Topic Outline
•Define marketing and outline the
steps in the marketing process
•Understanding the Marketplace and
Customer Needs
•Designing a Customer-Driven
Marketing Strategy
•Preparing an Integrated Marketing
Plan and Program
•Building Customer Relationships
•Capturing Value from Customers
•The Changing Marketing Landscape
What is a Marketing?
Marketing is a process by which
companies create value for customers and build strong
customer relationships to capture
value from customers in return
Understanding the Marketplace and
Customer Needs
Core Concepts
•Customer needs, wants, and demands
•Market offerings
•Customer Value and satisfaction
•Exchanges and relationships
•Markets
Customer Needs, Wants, and Demands
Needs : •States of deprivation
•Physical—food, clothing, warmth, safety
•Social—belonging and affection
•Individual—knowledge and self-expression
Wants : •Form that human needs take as they
are shaped by culture and individual personality
Demands :•Human wants backed by buying power
•Market offerings are some combination of
products, services, information, or experiences offered to a market to satisfy
a need or want
•Marketing myopia is focusing only on existing
wants and losing sight of underlying consumer needs
Customer Value and Satisfaction Expectations
Exchange is the act of obtaining a desired
object from someone by offering something in return
Markets are the set of actual and potential
buyers of a product or service
Designing a Customer-Driven Marketing Strategy
Marketing management is the art and science of
choosing target markets and building
profitable relationships with them
–What customers will we serve?
–How can we best serve these customers?
Selecting Customers to Serve
Demarketing is marketing to reduce demand
temporarily or permanently; the aim is not
to destroy demand but to reduce or shift it
Choosing a Value Proposition
•The value proposition is the set of
benefits or values a company promises to deliver to
customers to satisfy their needs
Marketing Management Orientations
Production concept is the idea that consumers
will favor products that are available or
highly affordable
highly affordable
Product concept is the idea that consumers
will favor products that offer the most
quality, performance, and features. Organizations should therefore devote its energy to
making continuous product improvements.
quality, performance, and features. Organizations should therefore devote its energy to
making continuous product improvements.
Product concept is the idea that consumers
will favor products that offer the most
quality, performance, and features. Organizations should therefore devote its energy to
making continuous product improvements.
quality, performance, and features. Organizations should therefore devote its energy to
making continuous product improvements.
Selling concept is the idea that consumers
will not buy enough of the firm’s products
unless it undertakes a large scale selling and promotion effort
unless it undertakes a large scale selling and promotion effort
Marketing concept is the idea that achieving
organizational goals depends on knowing
the needs and wants of the target markets and delivering the desired satisfactions better
than competitors do
the needs and wants of the target markets and delivering the desired satisfactions better
than competitors do
Societal marketing concept is the idea that a
company should make good marketing
decisions by considering consumers’ wants, the company’s requirements, consumers’
long-term interests, and society’s long-run interests
decisions by considering consumers’ wants, the company’s requirements, consumers’
long-term interests, and society’s long-run interests
Preparing an Integrated Marketing Plan and Program
•The marketing mix is the set of tools (four
Ps) the firm uses to implement its marketing
strategy. It includes product, price, promotion,
and place.
•Integrated marketing program is a
comprehensive plan that communicates and
delivers the intended value to chosen customers.
Building Customer Relationships
Customer Relationship Management (CRM)
The overall process of building and maintaining
profitable customer relationships by
delivering superior customer value and satisfaction
Relationship Building Blocks: Customer Value and
Satisfaction
Customer Relationship Levels and Tools
- Basic Relationship
- Full Partnership
The Changing Nature of Customer Relationships
•Relating with more carefully selected customers
uses selective relationship management
to target fewer, more profitable customers
•Relating more deeply and interactively by
incorporating more interactive two way
relationships through blogs, Websites, online
communities and social networks
Partner relationship management involves
working closely with partners in other
company departments and outside the company to
jointly bring greater value to customers
Partner Relationship Management
•Partners inside the company is every function area
interacting with customers
–Electronically
–Cross-functional teams
•Partners outside the company is how marketers
connect with their suppliers, channel
partners, and competitors by developing
partnerships.
•Supply chain is a channel that stretches from raw
materials to components to final
products to final buyers
•Supply management
•Strategic partners
•Strategic alliances
Capturing Value from Customers
Creating Customer Loyalty and Retention
•Customer lifetime value is the value of the entire
stream of purchases that the customer
would make over a lifetime of patronage
Growing Share of Customer
Share of customer is the portion of the
customer’s purchasing that a company gets in its
product categories
Customer equity is the total combined customer
lifetime values of all of the company’s
customers
Building Customer Equity
•Building the right relationships with the right
customers involves treating customers as
assets that need to be managed and maximized
•Different types of customers require different
relationship management strategies
–Build the right relationship with the right
customers\
The New Marketing Landscape
Major Developments
Chapter 6
Business Markets
and Business Buying Behavior
Topic
Outline
•
Define
the business market and explain how business markets differ from consumer
markets
•
Identify
the major factors that influence business buyer behavior
•
List
and define the steps in the business buying-decision process
•
Compare
the institutional and government markets and explain how institutional and
government buyers make their buying decisions
Business
Market
Business
buyer behavior refers to
the buying behavior of the organizations that buy goods and services for use in
production of other products and services that are sold, rented, or supplied to
others. Also included are retailing and wholesaling firms that acquire goods to
resell or rent to others for profit.
Market
Structure and Demand
•
Fewer
and larger buyers
•
Geographic
concentration
•
Derived
demand
–
Inelastic
demand
–
Fluctuating
demand
•
Buyer
and seller dependency
More decision
participants
More
professional purchasing effort
Types of
Decisions and the Decision-Making Process
Supplier
development is the
systematic development of networks of supplier-partners to ensure an
appropriate and dependable supply of products and materials that they will use
in making their own products or resell
Business
Buyer Behavior
Major Types
of Buying Situations
Straight
rebuy is a routine
purchase decision such as reorder without any modification
Modified
rebuy is a purchase
decision that requires some research where the buyer wants to modify the
product specification, price, terms, or suppliers
New task is a purchase decision that requires thorough research
such as a new product
Systems
selling involves the
purchase of a packaged solution from a single seller
Two-step process of selling:
–
Interlocking
products
–
System
of production, inventory control, distribution, and other services to meet the
buyer’s need for a smooth-running operation
Participants
in the Business Buying Process
Buying
center is all of the
individuals and units that participate in the business decision-making process
–
Users
–
Influencers
–
Buyers
–
Deciders
–
Gatekeepers
–
Buying
center provides a major challenge
–
Who
participates in the process
–
Their
relative authority
–
What
evaluation criteria each participant
uses
–
Informal
participants
Participants
in the Business Buying Process
Users are those that will use the product or service
Influencers
help define
specifications and provide information for evaluating alternatives
Buyers have formal authority to select the supplier and
arrange terms of purchase
Deciders have formal or informal power to select and approve
final suppliers
Gatekeepers
control the flow
of information
Major
Influences on Business Buyers
Economic Factor
: price and service
Personal factor
: emotion
Major
Influences on Business Buyers
Environmental Factors

Major
Influences on Business Buyers Organizational Factors
-Objectives
-politicies
-procedures
-structure
-system
Major
Influences on Business Buyers
Interpersonal Factors

The Buying
Process
•
Problem
recognition occurs when someone in the company recognizes a problem or need
•
Internal
stimuli
–
Need
for new product or production equipment
•
External
stimuli
–
Idea
from a trade show or advertising
•
General
need description
describes the characteristics and quantity of the needed item
•
Product
specification describes
the technical criteria
•
Value
analysis is an approach
to cost reduction where components are studied to determine if they can be
redesigned, standardized, or made with less costly methods of production
•
Supplier
search involves
compiling a list of qualified suppliers
•
Proposal
solicitation is the
process of requesting proposals from qualified suppliers
Supplier
selection is the process
when the buying center creates a list of desired supplier attributes and
negotiates with preferred suppliers for favorable terms and conditions
Order-routine
specifications is the
final order with the chosen supplier and lists all of the specifications and
terms of the purchase
Performance
review involves a
critique of supplier performance to the purchase terms
E-Procurement
•
Online
purchasing
•
Company-buying
sites
•
Extranets
•
Advantages
•
Access
to new suppliers
•
Lowers
costs
•
Speeds
order processing and delivery
•
Shares
information
•
Sales
•
Service
and support
•
Disadvantages
•
Can
erode relationships as buyers search for new suppliers
•
Security
Institutional
markets consist of
hospitals, nursing homes, and prisons that provide goods and services to people
in their care
•
Characteristics
–
Low
budgets
–
“Captive”
audience
Government
markets tend to favor
domestic suppliers and require suppliers to submit bids and normally award to
the lowest bidder
•
Carefully
monitored
•
Affected
by similar environmental factors
•
Good
credit
•
Non-economic
factors
•
Minority
suppliers
•
Depressed
suppliers
•
Small
businesses
Chapter 8
Products,
Services, and Brands Building Customer Value
Topic
Outline
•
What
Is a Product?
•
Product
and Services Decisions
•
Branding
Strategy: Building Strong Brands
•
Services
Marketing
What Is a
Product?
Product is anything that can be offered in a market for
attention, acquisition, use, or consumption that might satisfy a need or want
Experiences represent what buying the product or service will do
for the customer
Product and
Service Classifications
Consumer product
, Industrial product
Product and
Service Classifications
•
Consumer
products are products and services for personal consumption
•
Classified
by how consumers buy them
–
Convenience
products
–
Shopping
products
–
Specialty
products
–
Unsought
products
Convenience
products are consumer products
and services that the customer usually buys frequently, immediately, and with a
minimum comparison and buying effort
•
Newspapers
•
Candy
•
Fast
food
Shopping
products are consumer products
and services that the customer compares carefully on suitability, quality,
price, and style
•
Furniture
•
Cars
•
Appliances
Specialty
products are consumer
products and services with unique characteristics or brand identification for
which a significant group of buyers is willing to make a special purchase
effort
•
Medical
services
•
Designer
clothes
•
High-end
electronics
Unsought
products are consumer
products that the consumer does not know about or knows about but does not
normally think of buying
•
Life
insurance
•
Funeral
services
•
Blood
donations
Industrial
products are products
purchased for further processing or for use in conducting a business
•
Classified
by the purpose for which the product is purchased
–
Materials
and parts
–
Capital
–
Raw
materials
•
Capital
items are industrial products that aid in the buyer’s production or operations
•
Materials
and parts include raw materials and manufactured materials and parts usually
sold directly to industrial users
•
Supplies
and services include operating supplies, repair and maintenance items, and business services
Organization
marketing consists of
activities undertaken to create, maintain, or change attitudes and behavior of
target consumers toward an organization
Person
marketing consists of
activities undertaken to create, maintain, or change attitudes and behavior of
target consumers toward particular people
Place
marketing consists of
activities undertaken to create, maintain, or change attitudes and behavior of
target consumers toward particular places
Social
marketing is the use of
commercial marketing concepts and tools in programs designed to influence
individuals’ behavior to improve their well-being and that of society
Product and
Services Decisions
Individual
Product and Service Decisions
Product
attributes are the
benefits of the product or service
•
Quality
•
Features
•
Style
and design
Product quality
includes level and consistency
•
Quality
level is the level of
quality that supports the product’s positioning
•
Conformance
quality is the
product’s freedom from defects and consistency in delivering a targeted level
of performance
Product
features are a
competitive tool for differentiating a product from competitors’ products
Product features
are assessed based on the value to the customer versus the cost to the company
Style describes the appearance of the product
Design contributes to a product’s usefulness as well as to
its looks
Brand is the name, term, sign, or design—or a combination of
these—that identifies the maker or seller of a product or service
Brand equity is
the differential effect that the brand name has on customer response to the
product and its marketing
Packaging involves designing and producing the container or
wrapper for a product
Labels identify the product or brand, describe attributes,
and provide promotion
Product
Line Decisions
Product
line is a group of products
that are closely related because they function in a similar manner, are sold to
the same customer groups, are marketed through the same types of outlets, or
fall within given price ranges
Product
line length is
the number of items in the product line
•
Line
stretching
•
Line
filling
Product mix
consists of all
the products and items that a particular seller offers for sale
•
Width
•
Length
•
Depth
•
Consistency
Branding
Strategy: Building Strong Brands
Brand represents the consumer’s perceptions and feelings
about a product and its performance. It is the company’s promise to deliver a
specific set of features, benefits, services, and experiences consistently to
the buyers
Brand
Positioning
Brand strategy
decisions include:
•
Product
attributes
•
Product
benefits
•
Product
beliefs and values
Brand Name
Selection
Desirable
qualities
- Suggest benefits and qualities
- Easy to pronounce, recognize, and remember
- Distinctive
- Extendable
- Translatable for the global economy
- Capable of registration and legal protection
Brand
Sponsorship
•
Manufacturer’s
brand
•
Private
brand
•
Licensed
brand
•
Co-brand
Types of
Service Industries
•
Government
•
Private
not-for-profit organizations
•
Business
services
Marketing
Strategies for Service Firms
•
In
addition to traditional marketing strategies, service firms often require
additional strategies
•
Service-profit
chain
•
Internal
marketing
•
Interactive
marketing
•
Service-profit
chain links service firm profits with employee and customer satisfaction
•
Internal
service quality
•
Satisfied
and productive service employees
•
Greater
service value
•
Satisfied
and loyal customers
•
Healthy
service profits and growth
Internal
marketing means that the
service firm must orient and motivate its customer contact employees and
supporting service people to work as a team to provide customer satisfaction
Internal
marketing must precede external marketing
Interactive
marketing means that
service quality depends heavily on the quality of the buyer-seller interaction
during the service encounter
•
Service
differentiation
•
Service
quality
•
Service
productivity
Managing
service differentiation
creates a competitive advantage from the offer, delivery, and image of the
service
•
Offer can include distinctive features
•
Delivery can include more able and reliable customer contact
people, environment, or process
•
Image can include symbols and branding
Managing
service quality provides a
competitive advantage by delivering consistently higher quality than its
competitors
Service quality
always varies depending on interactions between employees and customers
Managing service
productivity refers to the cost side of marketing strategies for service firms
•
Employee
recruiting, hiring, and training strategies
•
Service
quantity and quality strategies
Chapter 5
Consumer Markets and Consumer Buyer Behavior
Topic
Outline
•
Model of Consumer Behavior
•
Characteristics Affecting Consumer Behavior
•
Types of Buying Decision Behavior
•
The Buyer Decision Process
•
The Buyer Decision Process for New Products
Consumer
buyer behavior refers to the buying behavior of final
consumers—individuals and households who buy goods and services for personal
consumption
Consumer
market refers to all
of the personal consumption of final consumers

Factors
Influencing Consumer Behavior

Characteristics
Affecting Consumer Behavior
Culture is the learned values, perceptions, wants, and
behavior from family and other important institutions
Subculture are groups of people within a culture with shared
value systems based on common life experiences
and situations
•
Hispanic
•
African
American
•
Asian
•
Mature
consumers
Social
classes are society’s
relatively permanent and ordered divisions whose members share similar values,
interests, and behaviors
•
Measured
by a combination of occupation, income, education, wealth, and other variables

Groups and
Social Networks
Membership
Groups : Groups with direct influence and to which a person belongs
Aspirational
Groups : Groups an individual wishes to belong to
Reference Groups
: Groups that form a comparison or reference in forming attitudes or behavior
Word-of-mouth
influence and buzz marketing
–
Opinion
leaders are people within a reference group who exert social influence on
others
–
Also
called influentials or leading adopters
–
Marketers
identify them to use as brand ambassadors
•
Online
Social Networks are online communities where people socialize or exchange
information and opinions
•
Include
blogs, social networking sites (facebook), virtual worlds (second life)
Social
Factors
•
Family
is the most important consumer-buying organization in society
•
Social
roles and status are the groups, family, clubs, and organizations that a person
belongs to that can define role and social status
Personal
Factors
•
Age
and life-cycle stage
•
RBC
Royal Band stages
–
Youth:
younger than 18
–
Getting
started: 18–35
–
Builders:
35–50
–
Accumulators:
50–60
–
Preservers:
over 60
Occupation affects the goods and services bought by consumers
Economic situation includes trends in:
Personal Income,
Saving, Interest rates
Lifestyle is a person’s pattern of living as expressed in his
or her psychographics
•
Measures
a consumer’s AIOs (activities, interests, opinions) to capture information
about a person’s pattern of acting and interacting in the environment
•
Personality
and self-concept
•
Personality
refers to the unique psychological characteristics that lead to consistent and
lasting responses to the consumer’s environment

Psychological
Factors
Motivation, perception,
learning, beliefs and attitudes
Psychological
Factors Motivation
A motive is
a need that is sufficiently pressing to direct the person to seek satisfaction
Motivation
research refers to
qualitative research designed to probe consumers’ hidden, subconscious
motivations
Maslow’s Hierarchy of Needs

Perception is the process by which people select, organize, and
interpret information to form a meaningful picture of the world from three
perceptual processes
–
Selective
attention
–
Selective
distortion
–
Selective
retention
–
Selective
attention is the tendency
for people to screen out most of the information to which they are exposed
–
Selective
distortion is the
tendency for people to interpret information in a way that will support what
they already believe
–
Selective
retention is the tendency
to remember good points made about a brand they favor and forget good points
about competing brands
Learning is the change in an individual’s behavior arising
from experience and occurs through interplay of:
Drives, stimuli,
cues, responses, reinforcement
Belief is a descriptive thought that a person has about
something based on:
•
Knowledge
•
Opinion
•
Faith
Attitudes describe a person’s relatively consistent
evaluations, feelings, and tendencies toward an object or idea
Types of
Buying Decision Behavior
•
Complex
buying behavior
•
Dissonance-reducing
buying behavior
•
Habitual
buying behavior
•
Variety-seeking
buying behavior
Four Types
of Buying Behavior

Buyer
Decision Making Process

Need
Recognition
•
Occurs
when the buyer recognizes a problem or need triggered by:
–
Internal
stimuli
–
External
stimuli
Information
Search Sources
of Information
•
Personal
sources—family and friends
•
Commercial
sources—advertising, Internet
•
Public
sources—mass media, consumer organizations
•
Experiential
sources—handling, examining, using the product
Evaluation
of Alternatives
How the
consumer processes information to arrive at brand choices
Purchase
Decision
•
The
act by the consumer to buy the most preferred brand
•
The
purchase decision can be affected by:
–
Attitudes
of others
–
Unexpected
situational factors
Post-Purchase
Decision
•
The
satisfaction or dissatisfaction that the consumer feels about the purchase
•
Relationship
between:
–
Consumer’s
expectations
–
Product’s
perceived performance
•
The
larger the gap between expectation and performance, the greater the consumer’s
dissatisfaction
•
Cognitive
dissonance is the discomfort caused by a post-purchase conflict
Customer satisfaction is a key to building profitable
relationships with consumers—to keeping and growing consumers and reaping their
customer lifetime value
The
Buyer Decision Process for New Products
Adoption
process is the
mental process an individual goes through from first learning about an
innovation to final regular use.
•
Stages
in the process include:

Influence
of Product Characteristics on Rate of Adoption

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