Consumer markets and business markets_5

1ConsumerMarketsandBusinessMarkets(Chapter5)2Whatdoes“Market”meaninMarketing？Allofthebuyersofthecompany.ConsumerbuyersBusinessbuyersGovernmentbuyers3ConsumermarketAlltheindividualsandhouseholdswhobuyoracquiregoodsandservicesforpersonalconsumption.Consumerbuyingbehavior:thebuyingbehavioroffinalusers-individualsandhouseholdswhobuygoodsandservicesforpersonalconsumption.4ModelofconsumerbehaviorMarketingProductPricePlacePromotionOthersEconomicsTechnologicalPoliticalCulturalBuyercharacteristicsBuyerdecisionprocessProductchoiceBrandchoiceDealerchoicePurchasetimingPurchaseamountMarketing&OtherstimuliBuyer’sblackboxBuyerresponses5CharacteristicsaffectingconsumerbehaviorFactorsinfluencingconsumerbehaviorCulturalCulture,Subculture,SocialclassSocialReferencegroups,Family,Roles&statusPersonalAge&lifecyclestage,Occupation,Economic,Lifestyle,PersonalityPsychologicalMotivation,Perception,LearningBeliefs&AttitudesBuyer6CulturalFactorsCultureCulture:thesetofbasicvalues,perceptions,wants,andbehaviorslearnedfromfamilyandotherimportantinstitutions.Americanvalues:achievementandsuccess,activityandinvolvement,efficiencyandpracticality,progress,materialcomfort,individualism,freedom,humanitarianism,youthfulness,fitnessandhealth.Marketersshouldspotculturalshiftstodiscovernewproductsthatmightbewanted.7SubcultureSubculture:agroupofpeoplewithsharedvaluesystemsbasedoncommonlifeexperiencesandsituations.Subculturesincludenationalities,religions,racialgroups,andgeographicregions.Hispanicconsumers:branded,higher-qualitybuyers;AfricanAmericanconsumers:priceconscious,fashionconscious;AsianAmericanconsumers:mostbrandconscious.SocialClassSocialclass:relativelypermanentandordereddivisionsinasocietywhosememberssharesimilarvalues,interestsandbehaviors.Ismeasuredbyacombinationofoccupation,income,education,wealth,etc.,similarbuyingbehaviorinclothing,homefurnishing,leisureactivityandautomobiles.Upperclass(upperUppers,lowerUppers),Middleclass(upperMiddles,Middleclass),Workingclass,Lowerclass(Lowerclass,lowerLowers)Back8SocialFactorsReferencegroupsReferencegroupsserveasdirectorindirectpointsofcomparisonorreferenceinformingattitudesorbehavior.Referencegroupsexposeapersontonewbehaviorsandlifestyles,influenceattitudesandself-concept,andcreatepressurestoconformthatmayaffecttheperson’sproductandbrandchoices.FamilyMarketsareinterestedinrolesandinfluencesofhusband,wife,andchildrenonthepurchaseofdifferentproductsandservices.RolesandStatusAroleconsistsofactivitiespeopleareexpectedtoperformaccordingtopeoplearoundthem.Eachrolecarriesastatusreflectingthegeneralesteembysociety.Peoplechooseproductsappropriatetotheirroleandstatus.Back9PersonalFactorsAgeandLife-CycleStageTraditionallyincludesinglesandmarriedcoupleswithchildren.Nowadaysincludealsounmarriedcouples,singlesmarryinglaterinlife,childlesscouples,same-sexcouples,singleparents,extendedparents.OccupationAperson’soccupationaffectsthegoodsandservicesbought.Bluecollarworkersbuymoreworkclothes,whereasexecutivesbuymorebusinesssuits.EconomicSituationAperson’seconomicsituationaffectsproductchoice.Marketersofincome-sensitivegoodswatchtrendsinpersonalincome,savingsandinterestrates.Somemarketerstargetconsumerswhohavelotsofmoneyandresources,suchasRolex.10LifestyleLifestyle:aperson’spatternoflivingasexpressedinhisorherpsychographics.Measuresalongconsumers’AIOdimensions:ActivitiesWork,hobbies,shopping,sports,socialevents.InterestsFood,fashion,family,recreationOpinionsAboutthemselves,socialissues,business,products.ClassificationsVALStypology11VALSlifestyleclassificationInnovatorsAchieversStriversSurvivorsThinkersBelieversExperiencersMakersHighresourcesLowresourcesHighinnovationLowinnovationPrimarymotivationAchievementSelf-expressionIdeals12PersonalityPersonality:theuniquepsychologicalcharacteristicsthatleadtorelativelyconsistentandlastingresponsestoone’sownenvironment.Intermsoftraitssuchas,self-confidence,dominance,sociability,autonomy,defensiveness,adaptability,andaggressiveness.Brandpersonality:thespecificmixofhumantraitsthatmaybeattributedtoaparticularbrand.Sincerity(down-to-earth,honest),suchCampbell.Excitement(daring,spirited,imaginative,up-to-date),suchasMTV.Competence(reliable,intelligent,andsuccessful),suchasCNN.Sophistication(upperclassandcharming),suchasRolexRuggedness(outdoorsyandtough),suchasLevi’s.Back13PsychologicalFactorsMotivationMotive(ordrive):aneedthatissufficientlypressingtodirectthepersontoseeksatisfactionoftheneed.Twoofthemostpopulartheoriesof:SigmundFreud(西格蒙德·弗洛伊德)Assumedpeoplearelargelyunconsciousabouttherealpsychologicalforcesshapingtheirbehavior.Thetheorysuggestsaperson’sbuyingdecisionsareaffectedbysubconsciousmotivesthateventhebuyermaynotfullyunderstand.AbrahamMaslow(马斯洛)Soughttoexplainwhypeoplearedrivenbyparticularneedsatparticulartimes;Claimedthathumanneedsarearrangedinahierarchy.14Maslow’shierarchyofneedsPhysiologicalneedsSafetyneedsSocialneedsEsteemneedsSelf-ActualizationneedsHunger,thirst(生理需要)Security,protection(安全需要)Senseofb