1. 1. Marketing II Consumer Buying Behavior
2. 2. Macheads Macolytes
3. 3. One iPhone to use ...
4. 4. ... and one to look inside
5. 5. Some will queue for nights ahead to be the rst to buy the product.
6. 6. VS.
7. 7. Understanding Customer needs
8. 8. Apple designs their points-of- sale in such a way that people want to hang around.
9. 9. repurchase intent81%
10. 10. Consumer Buying Behavior
11. 11. Exam question 18
12. 12. you buy? What Where When Why
13. 13. you buy? What Where When Why
14. 14. you buy? What Where When Why
15. 15. you buy? What Where When Why
16. 16. you buy? What Where When Why
17. 17. Consumer Black Box
18. 18. Consumer Black Box
19. 19. Consumer Black Box Marketing Product Price Promotion Place
20. 20. Consumer Black Box Marketing Product Price Promotion Place Environment Economic Technology Social Cultural
21. 21. Consumer Black Box Marketing Product Price Promotion Place Environment Economic Technology Social Cultural Response Attitudes Preferences Behavior
22. 22. Consumer Black Box Marketing Product Price Promotion Place Environment Economic Technology Social Cultural Response Attitudes Preferences Behavior
23. 23. Exam question 19
24. 24. Cultural factors Social factors Personal factors Psychological factors
25. 25. Spend 3 times more on cosmetics
26. 26. 71% feel negative image
27. 27. 2,5 more buying power
28. 28. Over the hill are people older than 57
29. 29. Over the hill are people older than 75
30. 30. 25% Apple users are older than 50
31. 31. Cultural factors Social factors Personal factors Psychological factors
32. 32. Membership groups
33. 33. Word-of-Mouth
34. 34. Buzz marketing
35. 35. Launched in Australia
36. 36. 50% teens & young adults didnt try Coke
37. 37. 7% increase teen consumption
38. 38. 50 countries followed
39. 39. 45% positive campaign sentiment
40. 40. 5% negative campaign sentiment
41. 41. Opinion leaders
42. 42. Influentials
43. 43. Bloggers
44. 44. Vloggers
45. 45. Brand ambassadors
46. 46. JetBlue activates its customers as part of its advertising campaigns.
47. 47. You can not make an interesting social media campaign with a blender ...
48. 48. Crowd funding
49. 49. $ 13,28 million funding
50. 50. 1st goal $ 200,000
51. 51. 2nd goal $ 1,000,000
52. 52. Result $ 630,019
53. 53. Traditionally main purchaser
54. 54. But
55. 55. 70% women job outside home
56. 56. 65% men regularly shop
57. 57. 65% women influence car purchase
58. 58. Wider key spacing
59. 59. Happy Mothers day
60. 60. Happy Mothers day (?)
61. 61. VS.
62. 62. Cultural factors Social factors Personal factors Psychological factors
63. 63. Jennifer Aaker
64. 64. Brand Personality
65. 65. Sincerity Excitement CompetenceSophistication Ruggedness
66. 66. Sincerity Excitement CompetenceSophistication Ruggedness
67. 67. Sincerity Excitement CompetenceSophistication Ruggedness
68. 68. Sincerity Excitement CompetenceSophistication Ruggedness
69. 69. Sincerity Excitement CompetenceSophistication Ruggedness
70. 70. Sincerity Excitement CompetenceSophistication Ruggedness
71. 71. Sincerity Excitement CompetenceSophistication Ruggedness
72. 72. Sincerity Excitement CompetenceSophistication Ruggedness
73. 73. Sincerity Excitement CompetenceSophistication Ruggedness
74. 74. Sincerity Excitement CompetenceSophistication Ruggedness
75. 75. Sincerity Excitement CompetenceSophistication Ruggedness
76. 76. Cultural factors Social factors Personal factors Psychological factors
77. 77. Consumer Black Box
78. 78. Exam question 20
79. 79. Perception
80. 80. Selective attention Selective distortion Selective retention
81. 81. You see what you want to see
82. 82. Selective attention Selective distortion Selective retention
83. 83. Selective attention Selective distortion Selective retention
84. 84. Subliminal Advertising
85. 85. Drink Coke
86. 86. Eat Popcorn
87. 87. 18% more Coke
88. 88. 58% more Popcorn
89. 89. 58% more PopcornNo PROOF
90. 90. Learning
91. 91. Wanna express myself!
92. 92. Stimulus Object
93. 93. Stimulus Object
94. 94. Wanna have a camera!
95. 95. Types Buying Decisions
96. 96. Exam question 21
97. 97. Complex Variety - seeking Dissonance reducing Habitual High Involvement Signicant brand dierences Low Involvement Few brand dierences
98. 98. Complex Variety - seeking Dissonance reducing Habitual High Involvement Signicant brand dierences Low Involvement Few brand dierences
99. 99. Complex Variety - seeking Dissonance reducing Habitual High Involvement Signicant brand dierences Low Involvement Few brand dierences
100. 100. Complex Variety - seeking Dissonance reducing Habitual High Involvement Signicant brand dierences Low Involvement Few brand dierences
101. 101. Buyer Decision process
102. 102. Need recognition Information search Evaluation alternatives Purchase decision Postpurchase behavior
103. 103. Need recognition Information search Evaluation alternatives Purchase decision Postpurchase behavior
104. 104. Need recognition Information search Evaluation alternatives Purchase decision Postpurchase behavior
105. 105. Product Attributes?
106. 106. Need recognition Information search Evaluation alternatives Purchase decision Postpurchase behavior
107. 107. Need recognition Information search Evaluation alternatives Purchase decision Postpurchase behavior
108. 108. Cognitive Dissonance
109. 109. Adoption Process
110. 110. Exam question 22
111. 111. Adoption Awareness Interest Evaluation Trial Adoption
112. 112. Adoption Awareness Interest Evaluation Trial Adoption
113. 113. Adoption Awareness Interest Evaluation Trial Adoption
114. 114. Adoption Awareness Interest Evaluation Trial Adoption
115. 115. Adoption Awareness Interest Evaluation Trial Adoption
116. 116. Market Segmentation
117. 117. Exam question 23
118. 118. Market
119. 119. Segment 1 Segment 2 Segment 3
120. 120. Target group Segment 2 Segment 3
121. 121. Geographic Segmentation
122. 122. Geographic segmentation
123. 123. Geographic segmentation
124. 124. Geographic segmentation
125. 125. Geographic segmentation
126. 126. Demographic Segmentation
127. 127. Age & Life-cycle
128. 128. Age & Life-cycle
129. 129. Sexy Senior
130. 130. Be careful with Stereotypes
131. 131. Gender Segmentation
132. 132. Gentle face wash
133. 133. face Scrub
134. 134. Other examples of Gender segmentation?
135. 135. Income Segmentation
136. 136. Income Segmentation
137. 137. Income Segmentation
138. 138. Income Segmentation
139. 139. Psychographic Segmentation
140. 140. Psychographicsegmentation
141. 141. Behavioral Segmentation
142. 142. Occasion segmentation
143. 143. Occasion segmentation
144. 144. User Status
145. 145. User Status
146. 146. User Rate
147. 147. 13times a month
148. 148. Loyalty Status
149. 149. Multiple Segmentation
150. 150. Business Market Segmentation
151. 151. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
152. 152. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
153. 153. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
154. 154. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
155. 155. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
156. 156. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
157. 157. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
158. 158. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
159. 159. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
160. 160. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
161. 161. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
162. 162. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
163. 163. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
164. 164. Company Clients (new) IT Architects Catering Clients(old) Sole SME Large Partners Brokers(- 50) Brokers(+ 50) Professional
165. 165. International Segmentation
166. 166. Geographic Location
167. 167. Segmentation@ Panasonic
168. 168. SegmentaHon Europe Russia North-Africa
169. 169. SegmentaHon Europe Russia North-Africa
170. 170. SegmentaHon Europe Russia North-Africa
171. 171. SegmentaHon Europe Russia North-Africa
172. 172. Segmentation Requirements
173. 173. Who is Left-Handed?
174. 174. Measurable Accessible SubstantialDierentiable Actionable
175. 175. Measurable?
176. 176. Measurable Accessible SubstantialDierentiable Actionable
177. 177. Measurable Accessible SubstantialDierentiable Actionable
178. 178. Substantial?
179. 179. Substantial?
180. 180. Measurable Accessible SubstantialDierentiable Actionable
181. 181. Dierentiable?
182. 182. Measurable Accessible SubstantialDierentiable Actionable
183. 183. Actionable?
184. 184. Selecting Segments
185. 185. Exam question 24
186. 186. Mass Marketing Dierentiated Marketing Niche Marketing Micromarketing
187. 187. Similar needs
188. 188. Mass Marketing Dierentiated Marketing Niche Marketing Micromarketing
189. 189. Dierent products
190. 190. Thanks you for your purchase
191. 191. Dierentiation Cost
192. 192. 1200 less brands
193. 193. Mass Marketing Dierentiated Marketing Niche Marketing Micromarketing
194. 194. Gaming mouses niche
195. 195. Mass Marketing Dierentiated Marketing Niche Marketing Micromarketing
196. 196. Local Marketing
197. 197. Local Marketing
198. 198. Mobile Coupons
199. 199. Individual Marketing
200. 200. IndividualMarketing
201. 201. Mass Customization
202. 202. Mass Customization
203. 203. Mass Customization
204. 204. Targeting kids
205. 205. Is it right or wrong?
206. 206. Target group 18 30 years
207. 207. Target group Teens (11 y !)
208. 208. An early self-view Terrorist?
209. 209. its not all Bad
210. 210. Its not about who is targeted but how
211. 211. Have a day! Nice great Fantastic Wonderful