Ch01 - Consumer Behavior: Buying, Having and Being Consumer...

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Consumer Behavior: Buying, Having and Being Consumer 5th ed. by Michael R. Solomon PowerPoint by Milton M. Pressley University of New Orleans Creative Assistance by A. Kehrer Chapter 1 An Introduction to Consumer Behavior Behavior by Michael R. Solomon PowerPoint by Milton M. Pressley University of New Orleans Of Special Interest • When you see the “WWW” icon à When you can to click on it to view the you www site related to the organization featured on the same slide. (Note: You must be connected to the Internet for this feature to work.) for • When you see the “Enlargement” icon à When you can enlarge the related illustration by you double clicking on the icon. double Consumer Behavior: People in the Marketplace • Introductory Remarks About a Introductory Typical Consumer Typical • • • • • • • Demographics Psychographics Consumption Communities Cultural Values Subcultures Market Segmentation Strategies Target Market • Brand Loyalty Consumer Behavior: People in the Marketplace • What is Consumer Behavior? • Consumer Behavior • Consumers Are Actors on the Marketplace Stage • Role Theory • Consumer Behavior is a Process • Exchange Figure 1-1: Some Issues that Arise During Stages in the Consumption Process Consumer Behavior: People in the Marketplace • • • Consumer Behavior Involves Many Different Actors Consumer • • Purchaser and User Influencer Process Consumers’ Impact on Marketing Strategy • Basic Marketing Concept States that Firms Exist to Satisfy Consumer’s Needs Consumer’s • Needs Can Be Best Satisfied When Marketers Understand Consumers Consumers’ Impact on Marketing Strategy • Segmenting Consumers • Market Segmentation • Demographics • Age • Gender • Family Structure Consumers’ Impact on Marketing Strategy • • • • Social Class and Income Race and Ethnicity Lifestyle Geography Consumers’ Impact on Marketing Strategy • • • Relationship Marketing: Building Bonds with Consumers Relationship Marketing Database Marketing Marketing’s Impact on Consumers • Marketing and Culture • Popular Culture Marketing’s Impact on Consumers • • • • • • The Meaning of Consumption Examples of Relationships with Product • • • • Self-Concept Attachment Nostalgic Attachment Interdependence Love Marketing’s Impact on Consumers Consumption Typology Intangible and Tangible Objects 4 Types of Consumption Activities • • • • Consuming as Experience Consuming as Integration Consuming as Classification Consuming as Play Consuming • The Global Consumer Global Consumer Culture Marketing’s Impact on Consumers • • • • Virtual Consumption Business to Consumer Selling Business (B2C Commerce) (B2C Consumer to Consumer Selling (B2B Commerce) Virtual Brand Communities • Blurred Boundaries: Marketing and Reality Marketing Ethics and Public Policy • Business Ethics Marketing Ethics and Public Policy • Needs and Wants: Do Marketers Manipulate Consumers? • Welcome to Consumerspace • Do Marketers Create Artificial Needs? • A Response • A Need • A Want Marketing Ethics and Public Policy • • Are Advertising and Marketing Necessary? A Response • Economics of Information Perspective • Do Marketers Promise Miracles? Do • A Response • • Don’t Know Enough About People to Manipulate Them Failure Rate of New Products Marketing Ethics and Public Policy • Public Policy and Consumerism • Consumerism and Consumer Research • Declaration of Consumer Rights in 1962 • Green Marketing • Social Marketing The Dark Side of Consumer Behavior • Addictive Consumption • Consumer Addiction • Compulsive Consumption • 3 common elements • The Behavior is not done by choice • The Gratification derived from the The behavior is short lived • The person experiences strong feelings The of regret or guilt afterwards The Dark Side of Consumer Behavior • Consumed Consumer • Examples: • Prostitutes • Organ, Blood and Hair Donors • Babies for Sale • Illegal Activities • Consumer Theft • Shrinkage The Dark Side of Consumer Behavior • • Anticonsumption Culture Jamming Consumer Behavior as a Field of Study • Interdisciplinary Influences on the Study of Consumer Behavior The Pyramid of Consumer Behavior Consumer Behavior as a Field of Study • The Issue of Strategic Focus • The Issue of Two Perspectives on Consumer Research • Paradigm Paradigm • Paradigm Shift • Positivism (Modernism) • Interpretivism (Postmodernism) Taking It From Here: The Plan of the Book • Section II: Consumers As Individuals • Section III: Consumers As Decision Makers • Section IV: Consumers Section and Subcultures • Section V: Consumers Section and Culture Figure 1-3: The Wheel of Consumer Behavior ...
View Full Document

This note was uploaded on 08/29/2011 for the course MAR 3503 taught by Professor Kim,j during the Summer '08 term at University of Central Florida.

Ask a homework question - tutors are online