Transcript Figure 5-7 Model of Business Buyer Behavior

Figure 5-1
Model of Buyer Behavior
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Figure 5-2
Factors Influencing Consumer Behavior
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Marketing in Action
Marketing to Subcultures
A 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.
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Figure 5-3
Major American Social Classes
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Marketing in Action
Toyota caters to family buying influences.
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Marketing in Action
Lifestyle Marketing by American Express
The “My Life, My Card” campaign invites
consumers to choose the card and
rewards that best fit their lifestyles. americanexpress.com
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Figure 5-4
Maslow’s Hierarchy of Needs
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Let’s Talk!
What types of attitudes
and beliefs are the most
difficult to change?
Is advertising the only
way marketers can
influence change?
Explain.
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Figure 5-5
Buyer Decision Process
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Marketing in Action
Triggering Need Recognition
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.
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Figure 5-6
Adopter Categorization
Based on Time of Adoption
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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/
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Marketing in Action
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.
How will key product
characteristics influence the
rate of adoption? Explain.
www.coloracookie.com
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Marketing in Action
Business to Business Ad
Volvo stresses both practical and emotional concerns.
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Figure 5-7
Model of Business Buyer Behavior
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Marketing in Action
Buying Centers
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.
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Figure 5-8
Major Influences on Business Behavior
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Figure 5-9
Stages in the Business Buying Process
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Marketing in Action
e-Procurement
HP’s Web site offers product overviews, detailed
information, purchasing solutions, and much more.
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