2008_MBA_Cons.beh.segmt

2008_MBA_Cons.beh.segmt - Understanding the Customer 1...

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1 Understanding the Customer
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2 Philosophy of Marketing  Communication (BBD&O --- a leading advertising agency ) Know your customer Know your customer s problem(s) Satisfy the customer s problem better than any  other competitor Break the boredom barrier
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3 Consumer Behavior Analysis  (relevant questions) Which are the most important benefits? What needs must be satisfied? What are the key product attributes/benefits? Search Experience Credence attributes Another way to categorize: Functional vs. psychological -social considerations?
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4 Relevant Questions about  Consumer Behavior    (Cont d) What are the levels of: Awareness of our brand, Brand perceptions Brand associations product knowledge, brand loyalty?
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5 Relevant Questions about  Consumer Behavior    (Cont d) Is this a new purchase decision? How often is the decision made? How long is the decision process?
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Information Seeking What sources of information are used? How many: stores are shopped? brands are considered? 6
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7 Relevant Questions about  Consumer Behavior    (Cont d) Where are decisions made about the product and brand? at home? in the store at the point of purchase? elsewhere? When do customers buy our product Seasonal factors How involved is the buyer in the purchase decision?
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8 Consumer Involvement   Importance of purchase Concern about use of the product Varies with: Financial risk price and search costs Functional risk Perceived product variability among brands Social risk Relationship of product with self-concept External visibility of product purchased Social situation
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9 Other Relevant Questions  about Consumer Behavior    (Cont d) Individual or group decision? Who makes the product/brand decision? husband, wife, child purchasing agent, CEO, engineer, etc. How does all the preceding vary for different members of the D ecision M aking U nit ( DMU )?
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10 Potential Members  of the   DMU BUILD   B uyer U ser I nfluencer L odge (gate) keeper) D ecider
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11 Consumer Marketing Example of DMU U.S. Army: 2005: Spending  $320 million for  recruiting Targeting  parents with big  chunk of $ s
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12   2006 Ad   He ll experience the most  challenging training and be  pushed to develop his  skills as a leader. More  than any other ccurse he ll  take in college, Army  ROTC will reinforce in him  that character always leads  to success.  Encourage  him to consider  becoming an Officer in  AN ARMY OF ONE.   ®
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13                          2006 Ad He’ll experience the most challenging training, use the latest technology, and get the strongest support.
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This note was uploaded on 05/12/2010 for the course MAR 5805 taught by Professor Sawyer during the Fall '08 term at University of Florida.

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2008_MBA_Cons.beh.segmt - Understanding the Customer 1...

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