Reflection paper
5t277090r
Chap005.pptxChapter 5 Marketing and Consumer Behavior: The Foundations of Advertising
William F. Arens Michael F. Weigold Christian Arens
Discussion Overview
The relationship between marketing activities and consumer behavior
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Discussion Objectives
Define marketing & relate consumer needs and product utility
Discuss interpersonal influences on consumer behavior
Explain why consumer behavior is to IMC strategy
Describe motives behind consumer purchases
Identify key participants in the marketing process
Outline the psychological processes in human behavior
Explain nonpersonal influences on consumer behavior
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Marketing Context of Advertising
Marketing
Conception
Pricing
Promotion
Distribution
Advertising
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Customer Needs / Product Utility
Need Satisfaction
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Functional Needs
Psychological Wants
Utility
Goal of Marketing & Advertising
Perception
Exchange
Satisfaction
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Marketing Participants: Customers
Total Market
Centers of influence
Prospective customers
Current customers
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Market Types
Transnational or Global
Regional or National
Local
Business
Consumer
Government
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Marketing Participants: Market
Markets
Customers
Marketers
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Know the Consumer
Consumer behavior — the mental and emotional processes and the physical activities of people who purchase and use goods to satisfy needs and wants
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Consumer Decision Process
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Consumer Perception Process
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Persuasion
Persuasion — change in belief, attitude, or behavioral intention is caused by promotion communication
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Elaboration Likelihood Model
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© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Results of Learning
Attitude
Habit
Interest
Loyalty
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Consumer Motivation Process
Needs, basic & instinctive
Wants, learned during lifetime
Motivation: underlying forces driving decisions
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Maslow’s Hierarchy of Needs
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Rossiter & Percy’s Fundamental Motives
Negative Motives: problem removal or avoidance
Positive Motives: benefit, bonus, or reward
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Influences on Consumer Behavior
Interpersonal
Family
Society
Reference Groups & Opinion Leaders
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Influences on Behavior
U.S. Army ad focused on a Spanish- speaking audience
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Influences on Consumer Behavior
Nonpersonal
Time
Place of Sale
Environment
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Influences on Behavior
Red Cross ad focused on its presence during an earthquake disaster
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Purchase Decision
Evoked Set:
Smart Phones
iPhone
Android
Blackberry
Evaluative Criteria
Features
Style
Cost
Service
Cognitive Dissonance
Was it worth the money?
Does the data plan work for me?
Could I have found a better price?
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