市场营销分析解析

1.3.1 Culture
The cultural shift towards greater concern about health and fitness has created a huge industry for exercise equipment and clothing, lower-calorie and more natural foods, and health and fitness services.
1.1 Introduction
Consumer
*
All
=
Consumer Market
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1.1 Introduction
How do they buy?
How many do they buy?
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1.1 Introduction
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1.3.3 Personal Factor
Young
Single
Married without children
Middle-aged
Old
Married with children
•Infant children
Single Older married Married without children Older unmarried Married with children young children Adolescent children Married without dependent children
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1.3.1 Culture
Culture Shifts
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1.3.1 Culture Culture-3
Social Class: Relatively Permanent and ordered division in a society whose members share similar value, interests and behaviors.
1.3.2 Social Factor
Membership Group
Reference Group
Aspirational Group
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1.3.2 Social Factor
Case Study
Procter & Gamble came a cropper in the European market after their A40 million launch of their new Charmin toilet roll. The company found the product’s wet strength was wrong so it blocked European drains. The British pay more than twice as much as Americans for their toilet rolls.
2 Lower managerial and professional occupations (middle managers and professionally qualified people) 3 Intermediate occupations (secretaries, policemen, etc.) 4 Small employers and sole traders
•Young children
• Adolescent children
• Subculture—A group of people with shared value systems based on common life experiences and situations.
• Relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviors.
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Case Study Culture-2
Exercise Equipment
Sports Clothing
Fitness Services
Natural Food
Health Services
Lower Calorie Food
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US: 13% of America’s population who go to the gym make it the most fitness-conscious nation (30% of them are obese, 50% overweight.)
UK 7% of the less obese go to the gym France and Italy, 4% of the people take regular vigorous exercise.
Product Choice Brand Choice Dealer Choice Purchase Timing Purchase Amount
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1.3 Affecting Factors
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1.3.1 Culture Culture-1
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1.3.3 Personal Factor
Personal
•Age •life-cycle stage •Occupation •Economic circumstances
? ?
•Lifestyle
•Personality Self-concept
Europeans fold their toilet paper while Americans scrunch it. Demand a toilet papers with a softer, more luxurious texture, more sheets per roll, 2 mm wider and 14 mm longer than other countries.
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1.3.1 Culture
B Family
Family of Orientation
Family of Precreation
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1.3.2 Social Factor
C Roles & Status
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彭婧 2015-2016 重庆工商大学国际商学院
1.3.1 Culture
1 Higher managerial and professional occupations 1.1 Employers and managers in large organisations (senior private and public sector employees) 1.2 Higher professionals (partners in law firms, etc.)
1.4
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1.1 Introduction
Consumer
Individuals and households who buy or acquire goods and services for personal consumption.
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1.2 Model of Consumer Behavior
Input
Other Market- Stimuli ing Eco. Tech. Mix Politics
Culture
Black box
Characteristics Buyer Decision Process
Output
Response
5 Lower supervisory, craft and related occupations (skilled manual workers) 6 Semi-routine occupations (shop assistants, etc.) 7 Routine occupations (semi-skilled or unskilled manual workers)
Be sensitive to colour, choosing from ranges that include warm pink, breeze blue and meadow green. The reason for this is their desire that the colour of the tissue matches their bathrooms.
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1. Consumer Market
1.1 1.2 1.3
1.2 Model of consumer behavior
1.4
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Practice
1. 大学生在学生食堂选择吃什么的过程
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Consumer behavior: is the decision processes and acts of people involved in buying and using products. Consumer buying behavior refers to the buying behavior of the ultimate consumer.
Culture
• The set of basic values, perceptions, wants and behaviors learned by a member of society from family and other important institutions.
Subculture Social Class
1.1 Introduction
Consumer Market
All the individuals and households who buy or acquire goods and services for personal consumption.
彭婧 2015-2016 重庆工商大学国际商学院
彭婧 2015-2016 重庆工商大学国际商学院
1.3.1 Culture
A. Group
Membership groups—Groups that have a direct influence on a person’s behaviour and to which a person belongs. Reference groups—Groups that have a direct (face-to face) or indirect influence on the person’s attitudes or behaviour. Aspirational group—A group to which an individual wishes to belong.
Marketing
Market & Behavior
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Market
1.
Consumer Market
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1. Consumer Market
1.1 1.2 1.3
1.1 Introduction
1.2 Model of consumer behavior 1.3 Affecting Factors 1.4 Decision Process