中山大学吴柏林教授 广告策划实务与案例绝密资料KOTLER06.docx

中山大学吴柏林教授 广告策划实务与案例绝密资料KOTLER06.docx

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中山大学吴柏林教授广告策划实务与案例绝密资料KOTLER06

Chapter6–AnalyzingConsumerMarketsandBuyerBehavior

I.ChapterOverview/Objectives/Outline

A.Overview

Inadditiontoacompany’smarketingmixandfactorspresentintheexternalenvironment,abuyeralsoisinfluencedbypersonalcharacteristicsandtheprocessbywhichheorshemakesdecisions.Abuyer’sculturalcharacteristics,includingvalues,perceptions,preferences,andbehaviorlearnedthroughfamilyorotherkeyinstitutions,isthemostfundamentaldeterminantofaperson’swantsandbehavior.Consumermarketsandconsumerbuyingbehaviorhavetobeunderstoodbeforesoundmarketingplanscanbedeveloped.

Theconsumermarketbuysgoodsandservicesforpersonalconsumption.Itistheultimatemarketintheorganizationofeconomicactivities.Inanalyzingaconsumermarket,oneneedstoknowtheoccupants,theobjects,andthebuyers’objectives,organization,operations,occasionsandoutlets.

Thebuyer’sbehaviorisinfluencedbyfourmajorfactors:

cultural（culture,subculture,andsocialclass）,social（referencegroups,family,androlesandstatuses）,personal（ageandlifecyclestate,occupation,economiccircumstances,lifestyle,andpersonalityandself-concept）,andpsychological（motivation,perception,learning,andbeliefsandattitudes）.Alloftheseprovidecluesastohowtoreachandservebuyersmoreeffectively.

Beforeplanningit’smarketing,acompanyneedstoidentifyitstargetconsumersandtheirdecisionprocesses.Althoughmanybuyingdecisionsinvolveonlyonedecisionmaker,somedecisionsmayinvolveseveralparticipants,whoplaysuchrolesasinitiator,influencer,decider,buyer,anduser.Themarketer’sjobistoidentifytheotherbuyingparticipants,theirbuyingcriteria,andtheirinfluenceonthebuyer.Themarketingprogramshouldbedesignedtoappealtoandreachtheotherkeyparticipantsaswellasthebuyer.

Theamountofbuyingdeliberatenessandthenumberofbuyingparticipantsincreasewiththecomplexityofthebuyingsituation.Marketersmustplandifferentlyforfourtypesofconsumerbuyingbehavior:

complexbuyingbehavior,dissonance-reducingbuyingbehavior,habitualbuyingbehavior,andvariety-seekingbuyingbehavior.Thesefourtypesarebasedonwhethertheconsumerhashighorlowinvolvementinthepurchaseandwhethertherearemanyorfewsignificantdifferencesamongthebrands.

Incomplexbuyingbehavior,thebuyergoesthroughadecisionprocessconsistingofneedrecognition,informationsearch,evaluationofalternatives,purchasedecision,andpostpurchasebehavior.Themarketer’sjobistounderstandthebuyer’sbehaviorateachstateandwhatinfluencesareoperating.Thisunderstandingallowsthemarketertodevelopaneffectiveandefficientprogramforthetargetmarket.

B.LearningObjectives

∙Understandthemajorfactorsinfluencingconsumerbehavior.

∙Knowandrecognizethetypesofbuyingdecisionbehavior.

∙Understandthestagesinthebuyingdecisionprocess.

C.Outline

I.Introduction

II.HowandWhyConsumersBuy

A.CulturalFactors

1.Culture-Values,perceptions,andpreferencesthatarethemostfundamentaldeterminantofaperson’swantsandbehavior.

2.Subcultures-Nationalities,religions,racialgroups,andgeographicalregions.

3.SocialClass-Hierarchicallyordereddivisionsinasociety;memberssharesimilarvalues,interests,andbehavior.

B.SocialFactors

1.Referencegroups-Allgroupsthathaveaninfluenceonattitudesorbehavior.

2.Family-themostinfluentialprimaryreferencegroup.

3.RolesandStatuses-Activitiesapersonisexpectedtoperformandthestatusassociatedwitheach.

C.PersonalFactors

1.AgeandStageintheLifeCycle

a）Peoplebuydifferentgoodsovertheirlifetime.

b）Familylifecycle,fromindependencetoretirementandbeyond,alsoshapebuyinghabits.

2.OccupationandEconomiccircumstances

a）Bluecollarversuswhitecollarconsumptionissues.

b）Spendingincome,savingsandassets,debts,borrowingpower,andattitudetowardspendingversussavingallimpactproductchoice.

3.Lifestyle-Patternoflivingasexpressedbyactivities,interests,opinions.

∙Psychographics-Thescienceofusingpsychologyanddemographicstobetterunderstandconsumers（VALS）.

4.PersonalityandSelf-Concept

a）Personalitycharacteristicsthatinfluencebuyingbehavior（self-confidence,socialibility,etc.,tietobrandpersonality.

b）Developmentofbrandpersonalitiestoattractconsumerswiththesameselfconcept（actual,idealandothers）.

5.PsychologicalFactors

a）Motivation-Correlatedtothestrengthofaneed（Freud,Maslow,Herzberg）.

b）Perception-Selectiveattention,selectivedistortion,selectiveretention.

c）Learning-Changesinbehaviorarisingfromexperience.

d）BeliefsandAttitudes-Abeliefisadescriptivethoughtapersonholdsaboutsomething;anattitudeisaperson’senduringfavorableorunfavorableevaluations,emotionalfeelings,andactiontendenciestowardsomeobjectoridea.

III.TheConsumerBuyingDecisionProcess

A.BuyingRoles.Fivedifferentroles:

initiator,influencer,decider,buyeranduser

B.BuyingBehavior

1.ComplexbuyingBehavior-Highinvolvement,significantdifferenceamongbrands.

2.Dissonance-ReducingBuyingBehavior-Highinvolvement,littleornoperceiveddifferenceamongbrands.Purchaseisfairlyquick.

3.HabitualBuyingBehavior-Lowinvolvement,littleornobranddifference.

4.Variety-SeekingBuyingBehavior-Lowinvolvementbutperceivedsignificantbranddifferences.Mayoccurtorelieveboredom.

C.TheStagesintheBuyingDecisionProcess

1.ProblemRecognition-Differencebetweenactualstateanddesiredstate.

2.InformationSearch-Bothinternalandexternalsources.

3.EvaluationofAlternatives-Differentprocessforeveryconsumer,involvesweighingproductattributesandtheirabilitytodeliverbenefits.

4.PurchaseDecision-Formapreferenceandintentiontobuy.Actualpurchasecanbeinfluencedfurtherbyattitudesofothersandunanticipatedsituationalfactors.

5.PostpurchaseBehavior

a）PostpurchaseSatisfaction-Understandingthedifferencesbetweenbuyerexpectationandtheproduct’sperceivedperformance.Minimizingthegapandachievingtruthfulrepresentation.

b）PostpurchaseActions-Satisfactionordissatisfactionwillleadtosubsequentbehaviorthatcanhavebothpositiveandnegativeeffects.

c）PostpurchaseUseandDisposal-Learningmoreaboutuseanddisposalaidsfollow-onmarketingandtoenhanceecologicalawareness.

D.MarketingSkills:

GaugingCustomerSatisfaction

1.Therearemanywayscustomerscanandwillindicatesatisfactionand/ordissatisfaction—itisimportanttobesensitivetoit.

2.Effectivepostpurchasecommunicationscanreduceproductreturns,speedproblemresolution,andbetterunderstandproductuse.

IV.Summary

II.Lecture（s）

A.“TheMarketingEnvironmentTakesanOlderTurn”

ThisdiscussionfocusesonamajordemographicchangeintheU.S.andglobalmarketingenvironment.Asaresult,thereareandwillbechangestomanybusinesspatterns.Thediscussionwillopenthedoorformanycurrentexamplesofdevelopmentsthataugmentthismaterial.Basedonthismaterial,studentswillbeabletoidentifythechangesoccurringinsocietyasrelatedtotheirgrowingknowledgeofvariousmarketingmanagementtechniquesandissues.

TeachingObjectives

∙Considertheroleofmarketinginthesocietalchangeanddevelopmentprocess.

∙Introduceanexampleofoneofthemoreimportantcontemporaryenvironmentissues.

Discussion

Duringthe1990s,U.S.householdspendingpatternschangeddramatically.Thereweresomeverydifferentdemographicsfacingbusinessesduringthoseyears,andsomeofthesamevariableswillcontinuetoinfluencethemarketplaceintothefuture.

TheU.S.economygrewthroughthe1990sataratenotseensincethe1960s,unemploymentandinflationwerethelowestindecades,andthestockmarketsetrecordswithregularity.Someeconomistsexplainedthesituationbyclaimingthataneweconomywasatwork,onedrivenbydeficitreduction,lowinterestrates,andtechnologicaladvances.OtherspointedtotheAsianeconomicbust,theDot-comstockmarketcollapsein2000,andbegantoconsidertheinevitablelimitstotheeconomicandmarketingenvironment.Someanalystsfeltthatmanyfirmswouldnotbeabletomaintainthepaceofthenewmarketenvironment,andtheywerecorrect,asthedot-combustandthemarketdeclinedemonstrated.

Evenwiththe2000-2001marketjittersandtheFederalReserveinterestrateresponses,manyfeltthattheeconomywasmorestableandlong-termthanwegavecreditbecauseconsumerspending,whichaccountedfortwo-thirdsofthenation’seconomicoutput,continuedtorollalongatasteadypace.However,theinevitableslowdownintheeconomyandconsumerspendinghadalreadybegun,andtheattacksontheUnitedStatesinSeptember,2001,andtheEnron/Andersoncorruptionscandalsattheendof2001setthegroundworkfornotjustarethinkingofAmerica’ssecurityandgrowthbutalsosomerethinkingaboutthewaywewoulddobusinessinthefuture.Withthisre-evaluationofmanyissuesintheeconomic,social,andpoliticalenvironments,wefindthebasisofaneweconomyandanewmarketingenvironment.

NewLifeCyclePatterns

Oneofthemoreimportantpredictorsofthefuturedirectionfortheneweconomyislife-cyclestage.Typically,householdsheadedbytwenty-somethingsspendlessthanaverageonmostproductsandservicesbecausetheirhouseholdsaresmallandtheirincomesarelow.Spendingreachesthemaximuminmiddleage,asfamilysizeincreasesandincomespeak,thenfallsagaininolderageashouseholdsizeandincomedecline.

These