Lecture 6 Buyer behavior

Lecture 6 Buyer behavior - David Robinson...

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Unformatted text preview: David Robinson faculty.haas.berkeley.edu/robinson/ugba106 Haas School of Business Haas School of Business ugba 106 Marketing © D. Robinson, 2009 Lecture 6: Buyer Behavior Part 1: Consumer Buyer Behavior • Definitions of the term • Different types of customers • Model for new product adoption • Social Influences on behavior • Problem solving • Limited problem-solving “Buyer Behavior” • Refers to the steps purchasers go through before buying • Attempts to understand their thinking (unobservable) (Editorial Opinion on the A&K Text Ch. 5) 1. Psychological theories are not very helpful for marketing managers, e.g. Stimulus-response, Freudian, and Maslow (p. 142, 143 etc) 2. The approach I use could be described as “cognitive ” It’s helpful to remember there are different types of customers Don’t need product class Not yet buying Customer Occasional Regular Loyal Buy from others Not yet users The key is that each type of customer (and potential customer) is going to need a different Marketing Strategy It’s helpful to remember there are different types of customers Don’t need product class Not yet buying Customer Occasional Regular Loyal Buy from others Not yet users Conversion of prospects Brand switching It’s helpful to remember there are different types of customers Customer Occasional Regular Loyal Even existing customers can be segmented and need a different Marketing Strategy Buy more often!...
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This note was uploaded on 12/15/2009 for the course UGBA 106 taught by Professor Robinson during the Fall '07 term at Berkeley.

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Lecture 6 Buyer behavior - David Robinson...

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