Marketing Begins with Customers
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Transcript Marketing Begins with Customers
MARKETING BEGINS
WITH CUSTOMERS
6.1 Understanding Consumer Behavior
6.2 What Motivates Buyers?
6.3 Types Of Decision-Making
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UNDERSTANDING
CONSUMER BEHAVIOR
GOALS for Lesson 6.1
Describe the importance of
understanding consumer behavior.
Demonstrate and understanding of
consumer wants and needs.
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Consumer Behavior
Important for marketers to understand
consumers (needs and wants) and their
buying behavior
Final Consumers – buys a product or
service for personal use
Business Consumers – buys goods and
services to produce and market other goods
and services or for resale
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Consumers’
Wants and Needs
A want is an unfulfilled desire.
A need is anything you require to live.
Abraham Maslow’s Hierarchy of Needs
Different People, Different Levels
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Maslow’s Hierarchy of Needs
identified five areas of needs and the
progression people follow in satisfying
needs.
Five Areas - physiological, security, social,
esteem, self-actualization
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Maslow’s Hierarchy of Needs
Self-Actualization (to realize your potential)
Esteem (respect and recognition)
Social (friends, love, belonging)
Security (physical safety and economic security)
Physiological (food, sleep, water, shelter, air)
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Different People, Different
Levels
Marketers must understand each individuals
need no matter what level
House – provides shelter from weather
House – safe neighborhood provides security
House – in a neighborhood with lots of families
might satisfy social needs
House – well maintained could provide self-esteem
House – designed and built by the owner might
provide self-actualization
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Group Activity
Illustrate Maslow’s Hierarchy of
Needs, then label, explain and
provide examples for each level.
Then explain why it is important for
marketing firms and businesses to
understand the levels of consumer’s
needs and wants.
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WHAT MOTIVATES
BUYERS?
GOALS for Lesson 6.2
Distinguish between different buying
motives.
Describe the five steps of the consumer
decision-making process.
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Buying Motives
Emotional motives
Rational motives
Patronage motives
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Emotional Motives
Reasons to purchase based on feelings,
beliefs, or attitudes (love and affection,
guilt, fear, passion)
Hallmark Cards – love and affection
Security Systems – fear of being robbed
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Rational Motives
Reasons to buy based on facts or logic
saving money
durability
saving time
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Patronage Motives
Reasons to buy based on loyalty
low prices, high quality, friendly staff, great
customer service, convenient location
people become loyal to a product or service
business encourage patronage motives,
helps lower competition
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Buying Behavior
The decision processes and actions of
consumers as they buy and use services and
products
Consumer Decision Making Process
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase
Post Purchase Evaluation
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The
DecisionMaking
Process
Postpurchase
Evaluation
Purchase
Alternative
Evaluation
Information
Search
Problem
Recognition
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Problem Recognition
The consumer must recognize a need,
want or desire
Example – You want to be able to play
golf, so you recognize the need to find
an instructor
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Information Search
The consumer must then gather
information
Example – ask friends or family, go to
the local golf course, check the
newspaper
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Alternative Evaluation
Evaluate the various alternatives to
determine which is best. (summarize,
compare, rank)
Example – who can you afford or what
hours are available
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Purchase
Decide and make the purchase
Example – You decide to take lessons
at the local driving range, instead of the
golf course. You call and schedule a
lesson.
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Post Purchase Evaluation
The consumer judges the satisfaction or
dissatisfaction with the product or
service.
Example – You have had a few lessons
and you can consistently hit the ball in
the air with all your clubs, so you are
satisfied with your improvement.
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TYPES OF
DECISION-MAKING
GOALS for Lesson 6.3
Describe the influences on the
consumer decision-making process.
Explain how consumers and businesses
use routine, limited, and extensive
decision-making.
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Influences on the Consumer
Decision-Making Process
Personality
Social class
Cultural environment
Reference groups
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Personality
A well defined, enduring pattern of
behavior that influences buying
decisions, everyone has their own
preferences.
Sports car vs. pick up truck vs. sedan
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Social Class
The lifestyle, values, and beliefs that are
common to a group of people.
Income level
Neighborhood
Examples – brand differences (Rolex vs.
Fossil)
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Cultural Environment
A set of beliefs or attitudes that are
passed on from generation to
generation.
Examples -
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Reference Groups
Groups or organizations from which you
take your values and attitudes.
Strong influence on buying behavior
Church groups, fraternities, work groups,
civic organizations, peer groups
Examples - clothes
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Types of
Decision-Making
Routine decision-making
Limited decision-making
Extensive decision-making
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Routine Decision-Making
Used for purchases that are made
frequently and do not require much
thought
Familiar with the product
Same brand
Easy substitution
Final Consumers and Business Consumers
use Routine Decision-Making
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Limited Decision-Making
Takes more time, often is associated
with a product that is more expensive or
purchased less frequently.
Jeans – try on, color, compare price, styles
Office equipment, furniture
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Extensive Decision-Making
Happens when the consumer
methodically goes through all five-steps
of the decision-making process
New car
New mainframe computer system
New delivery trucks
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The
DecisionMaking
Process
Postpurchase
Evaluation
Purchase
Alternative
Evaluation
Information
Search
Problem
Recognition
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Marketers’ Response
If the consumer considers alternatives
The opportunity to explain the benefits of
their product or service
If the consumer is brand-loyal
Will work to insure the product is always
available and at the price you expect
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