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Figure 5-1Model of Buyer Behavior
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Figure 5-2Factors Influencing Consumer Behavior
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Marketing to SubculturesA subculture is a group of people who share value systems based on common life experiences. Hispanics, Asians, African Americans, and mature consumers are increasingly targeted by marketers.
Procter & Gamble targets Hispanics using print and TV. P&G has also developed special Spanish versions of some brands.
Marketing in Action
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Figure 5-3Major American Social Classes
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Marketing in Action
Toyota caters to family buying influences.
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Marketing in Action
The “My Life, My Card” campaign invites consumers to choose the card and rewards that best fit their lifestyles.
Lifestyle Marketing by American Express
americanexpress.com
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Figure 5-4Maslow’s Hierarchy of Needs
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What types of attitudes and beliefs are the most difficult to change?
Is advertising the only way marketers can influence change?
Explain.
Let’s Talk!
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Figure 5-5Buyer Decision Process
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Marketing in Action
Marketers can facilitate need recognition through their choice of media and the timing of their ad insertions. Restaurants frequently use billboards (above) in high traffic locations and run radio ads during meal hours.
Triggering Need Recognition
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Figure 5-6Adopter Categorization
Based on Time of Adoption
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Let’s Talk!
Which one of the adopter categories is most likely to be buying the Toyota Prius hybrid car now?
www.toyota.com/prius/
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Marketing in Action
How will key product characteristics influence the rate of adoption? Explain.
Rate This Product’s Characteristics!
Color-a-Cookie Kits contain a cookie and four nontoxic food coloring markers. No baking is required, and the food-color pens can be used to color macaroni, pop-tarts, bread, and more.
www.coloracookie.com
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Marketing in Action
Volvo stresses both practical and emotional concerns.
Business to Business Ad
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Figure 5-7Model of Business Buyer Behavior
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Marketing in Action
Buying centers include all members within a firm that play a role in purchase decision process.
Cardinal Health deals with a wide range of buying influences, from the purchasing executives and the hospital administrators to the surgeons who actually use the products.
Buying Centers
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Figure 5-8Major Influences on Business Behavior
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Figure 5-9Stages in the Business Buying Process
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e-Procurement
HP’s Web site offers product overviews, detailed information, purchasing solutions, and much more.
Marketing in Action