Мы предполагаем, что вам понравилась эта презентация. Чтобы скачать ее, порекомендуйте, пожалуйста, эту презентацию своим друзьям в любой соц. сети. Кнопочки находятся чуть ниже. Спасибо.
Идет загрузка презентации. Пожалуйста, подождите
Презентация была опубликована
3 года назад
Copyright © 2006 Pearson Education Canada Inc. Chapter 1 Introduction to Consumer Behaviour Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das
Copyright © 2006 Pearson Education Canada Inc. 1-2 Opening Vignettes Tim Hortons started in 1964 Merged with Wendys in 1999 Has operations in several states in the US Mercedes Who is likely to be the typical buyer of Smart?
Copyright © 2006 Pearson Education Canada Inc. 1-3 Consumer Behaviour The behaviour that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs.
Copyright © 2006 Pearson Education Canada Inc. 1-4 Personal Consumer The individual who buys goods and services for his or her own use, for household use, for the use of a family member, or for a friend.
Copyright © 2006 Pearson Education Canada Inc. 1-5 Development of the Marketing Concept Production Concept Selling Concept Product Concept Marketing Concept
Copyright © 2006 Pearson Education Canada Inc. 1-6 The Production Concept Assumes that consumers are interested primarily in product availability at low prices Marketing objectives: –Cheap, efficient production –Intensive distribution –Market expansion
Copyright © 2006 Pearson Education Canada Inc. 1-7 The Product Concept Assumes that consumers will buy the product that offers them the highest quality, the best performance, and the most features Marketing objectives: –Quality improvement –Addition of features Tendency toward Marketing Myopia
Copyright © 2006 Pearson Education Canada Inc. 1-8 The Selling Concept Assumes that consumers are unlikely to buy a product unless they are aggressively persuaded to do so Marketing objectives: –Sell, sell, sell Lack of concern for customer needs and satisfaction
Copyright © 2006 Pearson Education Canada Inc. 1-9 The Marketing Concept Assumes that to be successful, a company must determine the needs and wants of specific target markets and deliver the desired satisfactions better than the competition Marketing objectives: –Profits through customer satisfaction
Copyright © 2006 Pearson Education Canada Inc Business Leaders Who Understood Consumer Behaviour Alfred Sloan, General Motors Colonel Sanders, KFC Ray Kroc, McDonalds
Copyright © 2006 Pearson Education Canada Inc Implementing the Marketing Concept Consumer Research Segmentation Targeting Positioning
Copyright © 2006 Pearson Education Canada Inc Segmentation, Targeting, and Positioning Segmentation: process of dividing the market into subsets of consumers with common needs or characteristics Targeting: selecting one ore more of the segments to pursue Positioning: developing a distinct image for the product in the mind of the consumer
Copyright © 2006 Pearson Education Canada Inc Successful Positioning Communicating the benefits of the product, rather than its features Communicating a Unique Selling Proposition for the product
Copyright © 2006 Pearson Education Canada Inc The Marketing Mix Product Price Place Promotion
Copyright © 2006 Pearson Education Canada Inc The Societal Marketing Concept All companies prosper when society prospers. Companies, as well as individuals, would be better off if social responsibility was an integral component of every marketing decision. Requires all marketers adhere to principles of social responsibility.
Copyright © 2006 Pearson Education Canada Inc Digital Revolution in the Marketplace Allows customization of products, services, and promotional messages like never before Enhances relationships with customers more effectively and efficiently Has increased the power of customers and given them access to more information
Copyright © 2006 Pearson Education Canada Inc Digital Revolution in the Marketplace - Continued The exchange between consumers and marketers has become more interactive May affect the way marketing is done
Copyright © 2006 Pearson Education Canada Inc Changes brought on by the digital revolution Changes in segmentation strategies Re-evaluation of promotional budgets – reduced impact of television? –More internet-based promotion? Integrated marketing becomes critical –Using off-line promotions to drive consumers to companys website (and vice-a-versa) »Continued
Copyright © 2006 Pearson Education Canada Inc Changes brought on by the digital revolution - continued Revamping distribution systems –Direct distribution becomes more of an option Pricing methods may need to be re- evaluated –Comparison shopping made easier Consumer research methods may change –How do you measure web-based promotions?
Copyright © 2006 Pearson Education Canada Inc Why study consumer behaviour? Understanding consumer behaviour will help you become better marketers as it is the foundation for Segmenting markets Positioning products Developing an appropriate marketing continued
Copyright © 2006 Pearson Education Canada Inc Why study consumer behaviour? Knowledge of consumer behaviour is essential for non-profit organizations –Non profits have different customers to please –Donors, users, volunteers, general public, government »continued
Copyright © 2006 Pearson Education Canada Inc Why study consumer behaviour? Public service initiatives have to be based on an understanding of consumer behaviour –Canadas largest advertiser is the federal government –Most government initiatives (e.g., antismoking campaigns) need a knowledge of consumer behaviour to succeed »continued
Copyright © 2006 Pearson Education Canada Inc Why study consumer behaviour? Better understanding of our own consumption behaviour
Copyright © 2006 Pearson Education Canada Inc. 1-24
Kotler Keller PhillipKevin Lane Marketing Management 14e.
The Law of Demand The work was done by Daria Beloglazova.
Push/Pull/Profile Strategies Marketing Communications.
Innovation Strategy Management Lecture 7. Programme Part 1 – The basis of Innovation Part 1 – The basis of Innovation Part 2 – Innovation and New Product.
1 Marketing Management Chapter 1. 2 What is Marketing? Marketing is the delivery of customer satisfaction at a profit.
The Stock Market What Is It?. Introduction Why do people start businesses?
Attitudes & Job Satisfaction Foundation of success lies in Attitude Factors determining your Attitude: 3 Es Environment Environment Experience Experience.
Copyright © 2006 Pearson Education Canada Inc. Chapter 7 Consumer Attitude Formation and Change Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das.
Customer-Driven Marketing Strategy: Creating Value for Target Customers 7 Principles of Marketing.
ORGANIZATIONAL BEHAVIOR. Definition OB is defined as a systematic study of actions and reactions of individuals, groups and sub systems.
St.Petersburg- Nokia Student Business Competition Irina Pritykina & Hyun Park 1.
Designing Network Management Services © 2004 Cisco Systems, Inc. All rights reserved. Designing the Network Management Architecture ARCH v1.24-1.
Studying abroad. Many students choose to attend schools or universities outside their home countries. Why do some students study abroad? Use specific.
LEADERSHIP SKILLS. Many years of experience in Exploring have shown that good leadership is a result of the careful application of 11 skills that any.
© 2005 Cisco Systems, Inc. All rights reserved. BGP v3.23-1 Route Selection Using Policy Controls Using Multihomed BGP Networks.
In The Name Of Allah, Most Gracious And Most Merciful.
Statistics for Business and Economics, 6e © 2007 Pearson Education, Inc. Chap 1-1 Chapter 1 Why Study Statistics? Statistics for Business and Economics.
Business Coaching for increasing organizational effectiveness (reported ROI – up to 600%) October 2012.
A poem on Children. Why God Made Teachers ? God understood our thirst for knowledge, and our need to be led by someone wiser; He needed a heart of compassion,
Why do we learn English at schools. (by Kurdina Ekaterina) Learning a new language often begins at a young age and, at some schools, is continued throughout.
Еще похожие презентации в нашем архиве:
© 2019 MyShared Inc. All rights reserved.