Transcript External Consumer Behavior

Introduction to
Marketing Management
Market & Product
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A market is the set of actual and potential
buyers of a product. These buyers share a
particular need or want that can be satisfied
through exchange relationships.
Product (Marketing Offer): physical product,
service, information, experience, person,
place, organization, and ideas.
Examples of Product
Definition of Marketing
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Marketing is the process of planning and
executing the conceptions, pricing, promotion
and distribution of ideas, goods, and services
to create exchanges that satisfy individual
and organizational goals. (AMA)
Marketing is meeting needs profitably.
National Milk Processors
Education Program
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章子怡
Hulk
Garfield
Focus of Marketing
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Consumer behavior
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External
Internal
Marketing strategies
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Product, price, place, and promotion
External Consumer Behavior
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Shoppers often zip through the snack aisle,
spending only 42.7 seconds there, whereas they
spend more than twice that in the coffee aisle.
Only 34% of shoppers who don’t have baskets
actually purchase something, while 75% of shoppers
with baskets buy some items.
A woman who shops with another woman spends
twice as much time in the store than if she shops
with a man.
Internal Consumer Behavior
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Cognition and Affect
Examples: Country-of-origin effect, framing
effect, and prospect theory.
Question 1
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假設台灣爆發罕見疾病，預見期會有600人死
亡，但有有方案a及方案b可供選擇以對抗疾病，
估計如下：
方案a：200人確定可以獲救。
方案b：1/3機率600人可獲救，2/3的機率無人
可獲救。
Question 2
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假設台灣爆發罕見疾病，預見期會有600人死
亡，但有有方案1及方案2可供選擇以對抗疾病，
估計如下：
方案1：400人確定會死亡。
方案2：1/3的機率無人死亡，2/3的機率600人
均死亡。
展望理論(Prospect Theory)
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人在面對「利得」時，常是風險趨避的。
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人在面對「損失」時，常是風險愛好的。
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Example: 散戶的心態。
STP concept
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Market segmentation: dividing a market into distinct
groups of buyers who have distinct needs,
characteristics, or behavior and who might require
separate products or marketing mix.
Steps for market segmentation
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Identify bases (ex. geographic, demographic, psychographic,
and behavior) of segmenting
Develop profiles of resulting segments
Market segment: a group of consumers who
respond in a similar way to a given set of marketing
efforts.
STP concept
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Target marketing: the process of evaluating each
market segment’s attractiveness and selecting one
or more segments to enter.
Steps for target marketing
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Evaluate the attractiveness of each segment
Select the target segments
A company with limited resources might decide to
serve only one or a few special segments or “market
niches”.
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E.g. Arm & Hammer, Oshkosh Truck, and Veterinary Pet
Insurance.
Case: Veterinary Pet Insurance
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Facts
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More than 60% of all U.S. households own one
dog or one cat or both.
There are more than 60 million dogs, 68million
cats, and 2 million rabbits in U.S..
Spend $28.5 billion a year on the pets.
Nearly 75% of pet owners are willing to go into
debt to pay for veterinary care.
Sales have grown 40% in each of the past
year, reaching nearly $72million last year.
STP Concept
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Market positioning: arranging for a product to
occupy a clear, distinctive, and desirable
place relative to competing products in the
minds of target consumers.
Steps for market positioning
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Identify possible positioning concepts for each target
segment
Develop marketing mix for each target segment
Examples: HITACHI, KOLIN, and SAMPO.
The 4 P’s of the Marketing Mix
Pricing
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Pricing Approach
Product-Bundling Pricing
Segmented Pricing, e.g. a theater has only 4
seats.
4 non-students’ valuations
4 students’ valuations
20, 18, 16, 14
10, 8, 6, 4
Creative of Outdoor Advertising