chapter_08

chapter_08 - Chapter 8"Final Consumers Joel R Evans Barry...

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Copyright Atomic Dog Publishing, 2007 Chapter 8: “Final Consumers” Joel R. Evans   Barry Berman Marketing, 10e: Marketing in the 21st Century
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Copyright Atomic Dog Publishing, 2007 Chapter Objectives To show the importance and scope of consumer  analysis To define and enumerate important consumer  demographics for the U.S. population and other  countries To show why consumer demographic analysis is not  sufficient in planning marketing programs To define and describe consumer lifestyles and their  characteristics, examine selected lifestyles, and   consider the limitations of consumer lifestyle analysis To define and describe the final consumer’s decision  process and consider the limitations of consumer  decision-making analysis
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Copyright Atomic Dog Publishing, 2007 Consumer Analysis Is Crucial in the  Diverse Global Marketplace Consumer Analysis includes the study of:   Who buys?     What do they buy?   Why do they buy?    How do they make decisions to buy?   When do they buy?   Where do they buy?    How do often they buy?
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Copyright Atomic Dog Publishing, 2007 First Type of Consumers: Final Consumers Final Consumers Final consumers  buy for  personal, family, or  household use. They make purchases  as individuals. They use both  disposable and  discretionary income .
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Copyright Atomic Dog Publishing, 2007 Second Type of Consumers:  Organizational Consumers Organizational Consumers Organizational  consumers  buy for: Use in operations. Further production, and/ or Resale to other  consumers . Ice Cream
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Copyright Atomic Dog Publishing, 2007 Consumer Demographics Are objective and quantifiable population  characteristics. Are easy to identify, collect, measure, and  analyze. Show diversity around the globe.
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Copyright Atomic Dog Publishing, 2007 Consumer Demographic Profile By examining various  demographic factors, a firm  can form a  consumer  demographic profile . This is a demographic  composite of a consumer  group. Marketers can pinpoint both  attractive and declining  opportunities.
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Copyright Atomic Dog Publishing, 2007 Factors Determining a Consumer’s         Demographic Profile Age Gender Location Housing Mobility Income Occupation Education Marital Status Ethnicity/Race Expenditures Consumer’s  Demographic  Profile
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Copyright Atomic Dog Publishing, 2007 Population Size, Gender, and Age The  world population  is expected to rise from  6.45 billion in 2005 to 7.2 billion in 2015. The 
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chapter_08 - Chapter 8"Final Consumers Joel R Evans Barry...

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