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Marketing_Management_kotler05_basic

Marketing_Management_kotler05_basic - ConsumerMarketsand...

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Consumer Markets and  Consumer Buyer Behavior Chapter 5
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  5 - 2 Learning Goals 1. Learn the consumer market and  construct model of consumer buyer  behavior  2. Know the four factors that influence  buyer behavior 3. Understand the types of buying decision  behavior and stages in the process 4. Comprehend the adoption and diffusion  process for new products
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  5 - 3 Case Study Harley Davidson Building Success Understanding the  customers’ emotions  and motivation Determining the  factors of loyalty Translating this  information to  effective advertising Measuring Success Currently 22% of all  U.S. bike sales Demand above  supply Sales doubled in the  past 5 years with  earnings tripled.
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  5 - 4 Definitions Consumer buyer behavior  refers to  the buying behavior of final  consumers – individuals and  households who buy goods and  services for personal consumption All of these final consumers  combine to make up the  consumer  market Goal 1:  Learn the consumer market & construct model of buyer behavior
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  5 - 5 Stimulus-Response Model of  Consumer Behavior Stimuli 4P’s Other characteristics   economic   technological   political   cultural    Buyer Response Product choice Brand choice Dealer choice Purchase timing Purchase amount Buyer’s Black Box Buyer characteristics Buyer decision process Goal 1:  Learn the consumer market & construct model of buyer behavior
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  5 - 6 Characteristics Affecting  Consumer Behavior Culture Forms a person’s wants  and behavior Subculture Groups with shared value  systems Social Class Society’s divisions who  share values, interests and  behaviors Cultural Social Personal Psychological Key Factors Key Factors Goal 2:  Know the four factors that influence consumer buying behavior
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  5 - 7 Characteristics Affecting  Consumer Behavior Groups Membership Reference Aspirational Opinion Leaders Buzz marketing Family Many influencers Roles and Status Cultural Social Personal Psychological Key Factors Key Factors Goal 2:  Know the four factors that influence consumer buying behavior
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  5 - 8 Characteristics Affecting 
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