Bài giảng Consumer behaviour - Chương 1: Consumer behaviour and marketing strategy - Nguyen Hoang Sinh
08-Jan-18
Lecture 01
Consumer behaviour and
marketing strategy
The Marketing car
704003 - Consumer behaviour and
marketing strategy
08-Jan-18
1-2
1
08-Jan-18
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
08-Jan-18
3
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
08-Jan-18
4
marketing strategy
2
08-Jan-18
Understanding consumer behaviour
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 7.
704003 - Consumer behaviour and
08-Jan-18
5
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.
704003 - Consumer behaviour and
08-Jan-18
6
marketing strategy
3
08-Jan-18
Consumer behavior and marketing
strategy
• Marketing Strategy is the answer to the
question:
– How will we provide superior customer value
to our target market?
704003 - Consumer behaviour and
08-Jan-18
7
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
704003 - Consumer behaviour and
08-Jan-18
8
marketing strategy
4
08-Jan-18
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
08-Jan-18
9
marketing strategy
Consumer behavior and marketing
strategy
• Managerial implications of consumer
behaviour
• Aspects of marketing strategy:
– Market segmentation
– Positioning strategy
704003 - Consumer behaviour and
08-Jan-18
10
marketing strategy
5
08-Jan-18
Market Segmentation
• Market Analysis Components
– The Consumers
– The Company
– The Competitors
– The Conditions
704003 - Consumer behaviour and
08-Jan-18
11
marketing strategy
Market Segmentation
• Market segmentation is a portion of a
larger market whose needs differ from the
larger market.
704003 - Consumer behaviour and
08-Jan-18
12
marketing strategy
6
08-Jan-18
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
08-Jan-18
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)
704003 - Consumer behaviour and
08-Jan-18
14
marketing strategy
7
08-Jan-18
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
15
marketing strategy
Consumerism, ethics, non-profit
marketing and consumer behaviour
• Ethical CB: Unilever pledges to save the
world (p.18)
704003 - Consumer behaviour and
08-Jan-18
16
marketing strategy
8
08-Jan-18
An overview of consumer behavior
• The nature of consumption
• The consumer decision process
• Internal influences
• External influences
• Consumer behaviour and society
704003 - Consumer behaviour and
08-Jan-18
17
marketing strategy
The consumer decision process
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 19
704003 - Consumer behaviour and
08-Jan-18
18
marketing strategy
9
08-Jan-18
The consumer decision process
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 20
704003 - Consumer behaviour and
08-Jan-18
19
marketing strategy
Internal influences
– Perception
– Learning and Memory
– Motives, Personality and Emotion
– Attitudes
704003 - Consumer behaviour and
08-Jan-18
20
marketing strategy
10
08-Jan-18
External Influences
• Demographics and social stratification
• Families and households
• Reference groups
• Social class
• Culture
• Values
704003 - Consumer behaviour and
08-Jan-18
21
marketing strategy
Consumer behaviour and society
704003 - Consumer behaviour and
08-Jan-18
22
marketing strategy
11
08-Jan-18
The meaning of consumption
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 26
704003 - Consumer behaviour and
08-Jan-18
23
marketing strategy
Topics covered in this lecture
• Why study consumer behaviour (CB)?
• What is consumer behaviour?
• How does it affect marketing strategy?
704003 - Consumer behaviour and
08-Jan-18
24
marketing strategy
12
08-Jan-18
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
08-Jan-18
25
marketing strategy
13
Bạn đang xem tài liệu "Bài giảng Consumer behaviour - Chương 1: Consumer behaviour and marketing strategy - Nguyen Hoang Sinh", để tải tài liệu gốc về máy hãy click vào nút Download ở trên
File đính kèm:
- bai_giang_consumer_behaviour_chuong_1_consumer_behaviour_and.pdf