19
Copyright 2007, Prentice-Hall, Inc. 5-1 Figure 5-1 Model of Buyer Behavior
| Date post: | 21-Jan-2016 |
| Category: |
Documents |
| Upload: | collin-young |
| View: | 213 times |
| Download: | 0 times |
Copyright 2007, Prentice-Hall, Inc. 5-1
Figure 5-1Model of Buyer Behavior
Copyright 2007, Prentice-Hall, Inc. 5-2
Figure 5-2Factors Influencing Consumer Behavior
Copyright 2007, Prentice-Hall, Inc. 5-3
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
Copyright 2007, Prentice-Hall, Inc. 5-4
Figure 5-3Major American Social Classes
Copyright 2007, Prentice-Hall, Inc. 5-5
Marketing in Action
Toyota caters to family buying influences.
Copyright 2007, Prentice-Hall, Inc. 5-6
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
Copyright 2007, Prentice-Hall, Inc. 5-7
Figure 5-4Maslow’s Hierarchy of Needs
Copyright 2007, Prentice-Hall, Inc. 5-8
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!
Copyright 2007, Prentice-Hall, Inc. 5-9
Figure 5-5Buyer Decision Process
Copyright 2007, Prentice-Hall, Inc. 5-10
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
Copyright 2007, Prentice-Hall, Inc. 5-11
Figure 5-6Adopter Categorization
Based on Time of Adoption
Copyright 2007, Prentice-Hall, Inc. 5-12
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/
Copyright 2007, Prentice-Hall, Inc. 5-13
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
Copyright 2007, Prentice-Hall, Inc. 5-14
Marketing in Action
Volvo stresses both practical and emotional concerns.
Business to Business Ad
Copyright 2007, Prentice-Hall, Inc. 5-15
Figure 5-7Model of Business Buyer Behavior
Copyright 2007, Prentice-Hall, Inc. 5-16
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
Copyright 2007, Prentice-Hall, Inc. 5-17
Figure 5-8Major Influences on Business Behavior
Copyright 2007, Prentice-Hall, Inc. 5-18
Figure 5-9Stages in the Business Buying Process
Copyright 2007, Prentice-Hall, Inc. 5-19
e-Procurement
HP’s Web site offers product overviews, detailed information, purchasing solutions, and much more.
Marketing in Action
![B2B Buyer Journey – 5 Points to Consider [INFOGRAPHIC]](https://static.documents.pub/doc/80x56/54c3ab6b4a79593e5f8b4585/b2b-buyer-journey-5-points-to-consider-infographic.jpg)
