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Bài giảng Consumer behaviour - Chương 1: Consumer behaviour and marketing strategy - Nguyen Hoang Sinh

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08-Jan-18  
Lecture 01  
Consumer behaviour and  
marketing strategy  
The Marketing car  
704003 - Consumer behaviour and  
marketing strategy  
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1-2  
1
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Learning objectives  
• What is consumer behaviour?  
• Understand why studying the consumer is  
important for marketers  
• Understand the implications of consumer  
behavior for marketing strategy  
• Understand a working model of consumer  
behaviour  
704003 - Consumer behaviour and  
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marketing strategy  
Consumer behaviour  
• Definition:  
– all activities associated with the purchase, use  
and disposal of goods and services (Kotler &  
Keller, 2011)  
– including the consumer's emotional, mental and  
behavioural responses that precede or follow  
these activities  
• Activities:  
– purchase  
– use or consumption  
– disposal  
704003 - Consumer behaviour and  
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marketing strategy  
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Understanding consumer behaviour  
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 7.  
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marketing strategy  
Consumer behavior and marketing  
strategy  
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 8.  
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Consumer behavior and marketing  
strategy  
• Marketing Strategy is the answer to the  
question:  
– How will we provide superior customer value  
to our target market?  
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marketing strategy  
Consumer behavior and marketing  
strategy  
• This requires the formulation of a  
consistent marketing mix, which includes  
the  
– Product  
– Price  
– Communications  
– Distribution, and Services  
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marketing strategy  
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Consumer behavior and marketing  
strategy  
• Managerial implications of consumer  
behaviour  
• Aspects of marketing strategy  
• New market applications  
• Global marketing  
• The marketing mix  
704003 - Consumer behaviour and  
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marketing strategy  
Consumer behavior and marketing  
strategy  
• Managerial implications of consumer  
behaviour  
• Aspects of marketing strategy:  
– Market segmentation  
– Positioning strategy  
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marketing strategy  
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Market Segmentation  
• Market Analysis Components  
– The Consumers  
– The Company  
– The Competitors  
– The Conditions  
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marketing strategy  
Market Segmentation  
• Market segmentation is a portion of a  
larger market whose needs differ from the  
larger market.  
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marketing strategy  
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Market Segmentation  
• Market segmentation involves four steps:  
– Identifying product-related need sets  
– Grouping customers with similar need sets  
– Describing each group  
– Selecting an attractive segment(s) to serve  
704003 - Consumer behaviour and  
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13  
marketing strategy  
Consumer behavior and marketing  
strategy  
• Managerial implications of consumer  
behaviour  
• Aspects of marketing strategy  
• New market applications  
• Global marketing  
– Global Consumer behavior: Coffee at the  
movies (p. 12)  
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marketing strategy  
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Consumer behavior and marketing  
strategy  
• The marketing mix  
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 14.  
704003 - Consumer behaviour and  
08-Jan-18  
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marketing strategy  
Consumerism, ethics, non-profit  
marketing and consumer behaviour  
• Ethical CB: Unilever pledges to save the  
world (p.18)  
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marketing strategy  
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An overview of consumer behavior  
• The nature of consumption  
• The consumer decision process  
• Internal influences  
• External influences  
• Consumer behaviour and society  
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marketing strategy  
The consumer decision process  
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 19  
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marketing strategy  
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The consumer decision process  
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 20  
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marketing strategy  
Internal influences  
– Perception  
– Learning and Memory  
– Motives, Personality and Emotion  
– Attitudes  
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marketing strategy  
10  
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External Influences  
• Demographics and social stratification  
• Families and households  
• Reference groups  
• Social class  
• Culture  
• Values  
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marketing strategy  
Consumer behaviour and society  
704003 - Consumer behaviour and  
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marketing strategy  
11  
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The meaning of consumption  
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 26  
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marketing strategy  
Topics covered in this lecture  
• Why study consumer behaviour (CB)?  
• What is consumer behaviour?  
• How does it affect marketing strategy?  
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marketing strategy  
12  
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Next lecture  
• Lecture 02: Problem recognition and  
Information search  
• Case study:  
– Magical pills or false promises? (p. 31)  
– What expats want: how foreigners in Vietnam  
search for information (p. 119)  
704003 - Consumer behaviour and  
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25  
marketing strategy  
13  
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