kotler05_basic

kotler05_basic - Consumer Markets and Consumer Buyer...

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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
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  5 - 5 Definitions Business buyer behavior  refers to the  buying behavior of organizations that buy  goods and services for use in the  production of other products and services,  or for the purpose of reselling or renting  them to other for a profit The business market is HUGE (B2B is 10 to  15 times larger than B2C) Chapter 6
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  5 - 6 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
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  5 - 7 Buyer’s Black Box: Buyer Characteristics
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  5 - 8 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
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kotler05_basic - Consumer Markets and Consumer Buyer...

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