chapter2 - Developing and Using Information About Consumer...

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Developing and Using Information About Consumer Behavior Segmenting, Targeting, Positioning
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2 Overview Consumer Behavior Research Methods Types of Consumer Researchers Primary Versus Secondary Data Marketing Implications of Consumer Behavior Ethical Issues in Consumer Research
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3 The Marketing Mix (4 Ps) P P P P
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4 Marketing Implications of Consumer Behavior on the Marketing Mix (4 P’s) PRODUCT Developing Products or Services What Ideas Do Consumers Have for New Products? Toy inside bar of soap for children What Attributes Can Be Added to or Changed in an Existing Offering? Burger King french fries – more crispy ? What Should Our Offering Be Called ? Obsession, Swiffer, Febreze, Grab It What Should Our Package and Logo Look Like? Green packaging – good for you? Allstate- “good hands” symbol What About Guarantees ? Reduce risk Do you ever take it back or stop the service (i.e. cable)?
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5 Marketing Implications of Consumer Behavior PROMOTION Making Promotion (Marketing Communications) Decisions What Are Our Advertising Objectives? Lack of brand awareness? Focus on increasing brand awareness. What Should Our Advertising Look Like? Increase brand-name awareness? Use advertising that is memorable: AFLAC, Metropolitan Mattress Where Should Advertising Be Placed? Direct mail, TV, billboards, samples, internet – based on lifestyles, demographics When Should We Advertise? Seasonal (candy for Halloween or Easter), time of day (pizza ads at 5pm) Has Our Advertising Been Effective? Copy testing; Has brand awareness increased?
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6 Marketing Implications of Consumer Behavior PROMOTION (con’t) What About Sales Promotion Objectives and Tactics? Loyalty cards, contests When Should Sales Promotions Happen? Collect data to determine slow sales periods Have Our Sales Promotions Been Effective? Measure sales How Many Salespeople Are Needed to Serve Customers? Track sales for different times of day, days of the week, seasonal (holidays) How Can Salespeople Best Serve Customers? Salesperson more similar to customer? Good mood is better
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7 Marketing Implications of Consumer Behavior PRICE Making Pricing Decisions What Price Should Be Charged? $.99 vs. $1.00 Bundling, less expensive = low quality? How Sensitive Are Consumers to Price and Prices Changes? Elasticity, status ($50 t-shirt) When Should Certain Price Tactics Be Used? After Christmas- “white sale” on linens & sheets
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8 Marketing Implications of Consumer Behavior PLACE Making Distribution Decisions Where Are Target Consumers Likely to Shop? Time & convenience
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This note was uploaded on 10/12/2010 for the course CHE 150 taught by Professor Bonner during the Spring '10 term at Kentucky.

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chapter2 - Developing and Using Information About Consumer...

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