消费者行为学讲义--国际名师主讲
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• Customer Trust • Customer
Retention
• The individual's perception of the performance of the product or service in relation to his or her expectations.
Implementing the Marketing Concept
• Consumer Research • Segmentation • Market Targeting • Positioning
• Developing a distinct image for the product in the mind of the consumer
• Process of dividing the market into subsets of consumers with common needs or characteristics
Chapter One Slide
Discussion Questions
1. What products that you regularly purchase are highly segmented?
• 1950s to current - Focus on the customer! • Determine the needs and wants of specific
target markets • Deliver satisfaction better than competition
Chapter One Slide 11
Discussion Questions
1. What two companies do you believe grasp and use the marketing concept?
2. Why do you believe this?
Chapter One Slide 12
Societal Marketing Concept
Chapter One Slide 6
Two Consumer Entities
Chapter One Slide 7
Development of the Marketing Concept
Chapter One Slide 8
Production Orientation
• From the 1850s to the late 1920s • Companies focus on production capabilities • Consumer demand exceeded supply
8. To Understand the Structure of This Book
Chapter One Slide 3
To Which Segment of Consumers Will This Ad Appeal?
Chapter One Slide 4
A Segment of Consumers Who are Environmentally Concerned
• Customer Retention
• Perceived value is relative and subjective
• Developing a value proposition is critical
Chapter One Slide
Discussion Questions
• How does McDonald’s create value for the consumer?
• Customer Value • Customer
Satisfaction • Customer Trust • Customer
Retention
• The objective of providing value is to retain highly satisfied customers.
Chapter One Slide 9
Sales Orientation
• From the 1930s to the mid 1950s • Focus on selling • Supply exceeded customer demand
Chapter One Slide 10
Marketing Concept
Chapter One Slide 19
Customer Value, Satisfaction, Trust, and Retention
Chapter One Slide 20
Successful Relationships
Value, Satisfaction,
Trust, and Retention
• Trust is the foundation for maintaining a longstanding relationship with customers.
Chapter One Slide
Successful Relationships
Value, Satisfaction, Trust, and Retention
消费者行为学讲义--国际名师主讲
ቤተ መጻሕፍቲ ባይዱ
Learning Objectives
1. To Understand What Consumer Behavior Is and the Different Types of Consumers.
2. To Understand the Relationship Between Consumer Behavior and the Marketing Concept, the Societal Marketing Concept, as Well as Segmentation, Targeting, and Positioning.
• Customer groups based on
loyalty include loyalists,
apostles, defectors,
terrorists, hostages, and
mercenaries
Chapter One Slide
Successful Relationships
6. To Understand How the World’s Economic Condition Is Leading to Consumption Instability and Change.
7. To Understand the Makeup and Composition of a Model of Consumer Behavior.
• The process and tools used to study consumer behavior
Chapter One Slide
The Marketing Concept
Implementing the Marketing Concept
• Consumer Research • Segmentation • Market Targeting • Positioning
• Consumer Research • Segmentation • Market Targeting • Positioning
The selection of one or more of the segments identified to pursue
Chapter One Slide
The Marketing Concept
Chapter One Slide 2
Learning Objectives (continued)
5. To Understand How Marketers Are Increasingly Able to Reach Consumers Wherever Consumers Wish to Be Reached.
Chapter One Slide 5
Consumer Behavior
• The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs.
Top 10 Ranked U.S. Companies in Terms of Consumers’ Trust and Respect of Privacy Table 1.2
Top 10 Companies • American Express • eBay • IBM • Amazon • Johnson & Johnson • Hewlett-Packard • U.S. Postal Service • Procter and Gamble • Apple • Nationwide
• Loyal customers are key
– They buy more products
– They are less price sensitive
– Servicing them is cheaper
– They spread positive word of mouth
Chapter One Slide
Value, Satisfaction, Trust, and Retention
• Customer Value • Customer
Satisfaction • Customer Trust • Customer
Retention
• Establishing and maintaining trust is essential.
• How do they communicate this value?
Chapter One Slide 22
Successful Relationships
Value, Satisfaction, Trust, and Retention
• Customer Value
• Customer Satisfaction
• Considers consumers’ long-run best interest
• Good corporate citizenship
Chapter One Slide 13
The Marketing Concept
Embracing the Marketing Concept
• Consumer Research • Segmentation • Market Targeting • Positioning
2. What are the different segments? 3. Why is segmentation useful to the marketer
for these products?
Chapter One Slide 16
The Marketing Concept
Implementing the Marketing Concept
• Successful positioning includes:
– Communicating the benefits of the product
– Communicating a unique selling proposition
Chapter One Slide
The Marketing Mix
3. To Understand the Relationship Between Consumer Behavior and Customer Value, Satisfaction, Trust, and Retention.
4. To Understand How New Technologies Are Enabling Marketers to Better Satisfy the Needs and Wants of Consumers.
•
Defined as the ratio between the customer’s perceived
• Customer Value
benefits and the resources
• Customer Satisfaction
used to obtain those benefits
• Customer Trust
Retention
• The individual's perception of the performance of the product or service in relation to his or her expectations.
Implementing the Marketing Concept
• Consumer Research • Segmentation • Market Targeting • Positioning
• Developing a distinct image for the product in the mind of the consumer
• Process of dividing the market into subsets of consumers with common needs or characteristics
Chapter One Slide
Discussion Questions
1. What products that you regularly purchase are highly segmented?
• 1950s to current - Focus on the customer! • Determine the needs and wants of specific
target markets • Deliver satisfaction better than competition
Chapter One Slide 11
Discussion Questions
1. What two companies do you believe grasp and use the marketing concept?
2. Why do you believe this?
Chapter One Slide 12
Societal Marketing Concept
Chapter One Slide 6
Two Consumer Entities
Chapter One Slide 7
Development of the Marketing Concept
Chapter One Slide 8
Production Orientation
• From the 1850s to the late 1920s • Companies focus on production capabilities • Consumer demand exceeded supply
8. To Understand the Structure of This Book
Chapter One Slide 3
To Which Segment of Consumers Will This Ad Appeal?
Chapter One Slide 4
A Segment of Consumers Who are Environmentally Concerned
• Customer Retention
• Perceived value is relative and subjective
• Developing a value proposition is critical
Chapter One Slide
Discussion Questions
• How does McDonald’s create value for the consumer?
• Customer Value • Customer
Satisfaction • Customer Trust • Customer
Retention
• The objective of providing value is to retain highly satisfied customers.
Chapter One Slide 9
Sales Orientation
• From the 1930s to the mid 1950s • Focus on selling • Supply exceeded customer demand
Chapter One Slide 10
Marketing Concept
Chapter One Slide 19
Customer Value, Satisfaction, Trust, and Retention
Chapter One Slide 20
Successful Relationships
Value, Satisfaction,
Trust, and Retention
• Trust is the foundation for maintaining a longstanding relationship with customers.
Chapter One Slide
Successful Relationships
Value, Satisfaction, Trust, and Retention
消费者行为学讲义--国际名师主讲
ቤተ መጻሕፍቲ ባይዱ
Learning Objectives
1. To Understand What Consumer Behavior Is and the Different Types of Consumers.
2. To Understand the Relationship Between Consumer Behavior and the Marketing Concept, the Societal Marketing Concept, as Well as Segmentation, Targeting, and Positioning.
• Customer groups based on
loyalty include loyalists,
apostles, defectors,
terrorists, hostages, and
mercenaries
Chapter One Slide
Successful Relationships
6. To Understand How the World’s Economic Condition Is Leading to Consumption Instability and Change.
7. To Understand the Makeup and Composition of a Model of Consumer Behavior.
• The process and tools used to study consumer behavior
Chapter One Slide
The Marketing Concept
Implementing the Marketing Concept
• Consumer Research • Segmentation • Market Targeting • Positioning
• Consumer Research • Segmentation • Market Targeting • Positioning
The selection of one or more of the segments identified to pursue
Chapter One Slide
The Marketing Concept
Chapter One Slide 2
Learning Objectives (continued)
5. To Understand How Marketers Are Increasingly Able to Reach Consumers Wherever Consumers Wish to Be Reached.
Chapter One Slide 5
Consumer Behavior
• The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs.
Top 10 Ranked U.S. Companies in Terms of Consumers’ Trust and Respect of Privacy Table 1.2
Top 10 Companies • American Express • eBay • IBM • Amazon • Johnson & Johnson • Hewlett-Packard • U.S. Postal Service • Procter and Gamble • Apple • Nationwide
• Loyal customers are key
– They buy more products
– They are less price sensitive
– Servicing them is cheaper
– They spread positive word of mouth
Chapter One Slide
Value, Satisfaction, Trust, and Retention
• Customer Value • Customer
Satisfaction • Customer Trust • Customer
Retention
• Establishing and maintaining trust is essential.
• How do they communicate this value?
Chapter One Slide 22
Successful Relationships
Value, Satisfaction, Trust, and Retention
• Customer Value
• Customer Satisfaction
• Considers consumers’ long-run best interest
• Good corporate citizenship
Chapter One Slide 13
The Marketing Concept
Embracing the Marketing Concept
• Consumer Research • Segmentation • Market Targeting • Positioning
2. What are the different segments? 3. Why is segmentation useful to the marketer
for these products?
Chapter One Slide 16
The Marketing Concept
Implementing the Marketing Concept
• Successful positioning includes:
– Communicating the benefits of the product
– Communicating a unique selling proposition
Chapter One Slide
The Marketing Mix
3. To Understand the Relationship Between Consumer Behavior and Customer Value, Satisfaction, Trust, and Retention.
4. To Understand How New Technologies Are Enabling Marketers to Better Satisfy the Needs and Wants of Consumers.
•
Defined as the ratio between the customer’s perceived
• Customer Value
benefits and the resources
• Customer Satisfaction
used to obtain those benefits
• Customer Trust