Intro marketing C5-6 - CONSUMER BEHAVIOR MUST have...

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CONSUMER BEHAVIOR
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MUST have simulation purchased by Monday (1/30) MUST sign up using the official team number given to you on Blackboard
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The most important elements of the marketplace are your consumers.
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Consumer behavior Wanting, selecting, purchasing (or borrowing or stealing), using, and disposing of goods, services, ideas, or experiences to satisfy needs/desires. Consumer behavior encompasses the entire process from desire to ownership to disposal.
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The purchasing process The 4 P’s, the macroenvironment Personality, identity, emotions, decision processes… Buying preferences, purchase behavior, satisfaction, brand engagement & relationships… Environment Buyer’s “black box” Buyer responses
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Internal (i.e., “black box”) influences on consumer behavior: Cultural Social Personal Psycho- logical Traits States
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Cultural influences on consumer behavior Starting at the broadest level: culture Culture: set of values, wants, & behaviors learned from family & other institutions Individualism: independence, personal success, uniqueness Collectivism: harmony & support, in-group benefits, family Marketers cannot change culture, but must be aware & tailor messages accordingly
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Cultural influences on consumer behavior Cultural shifts (i.e., macroenvironmental shifts)
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Cultural influences on consumer behavior Subcultures: groups with shared value systems based on common life experiences & situations Each culture contains smaller subcultures (e.g., nationalities, religions, racial groups)
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Cultural influences on consumer behavior Total market strategy: instead of foreign language ads, for example, firms integrate cross-cultural perspectives into their mainstream marketing. a.k.a. – duh…what all marketers should be doing
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Cultural influences on consumer behavior Social class / socioeconomic status : members share similar values, interests, and behaviors Income, education level, occupation
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Social influences on consumer behavior Membership groups: Groups to which I belong Aspirational groups: Groups I wish I belonged to Family Social roles & identities: the roles I take on in my daily life Social networks and online communities (people readily share information and opinions here)
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