Consumer Behavior: Twelfth Edition

Consumer Behavior
Twelfth Edition
Chapter 1
Consumer Behavior and
Technology
Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Learning Objectives
1.1 To understand the evolution of the marketing concept, what consumer
behavior is, and the components of strategic marketing.
1.2 To understand how technology has benefited both marketers and
consumers.
1.3 To understand providing value and satisfaction and how technology has
enhanced customer loyalty and retention.
1.4 To understand marketers’ social and ethical responsibilities.
1.5 To understand consumer decision-making as the foundation of this book.
1.6 To explain how the knowledge of consumer behavior advances seeking
employment after graduation.
Marketing
Defined
Marketing is the activity, set of institutions, and processes for
creating, communicating, and delivering offerings that have value
for customers, clients, partners, and society.
Consumer Behavior
Defined
Consumer behavior is the study of consumers’ choices during
searching, evaluating, purchasing, and using products and
services that they believe would satisfy their needs.
What Can a Car Help Express About its
Owner?
Vices and Virtues
• Presence of healthy food option “licensed” consumers to eat
unhealthy food
• Estimated burger calories decreased over 100 calories when
accompanied by three celery sticks.
• How and why do consumers make decisions based on other
factors than facts and rationality?
Learning Objective 1.1
1.1 To understand the evolution of the marketing concept, what
consumer behavior is, and the components of strategic marketing.
Marketing Concept
Defined
The premise that marketing consists of satisfying consumers’
needs, creating value, and retaining customers, and that
companies must produce only those goods that they have already
determined would satisfy consumer needs and meet
organizational goals.
Marketing Concept Application
How does the Vans ad relate to the marketing concept?
Development of the Marketing Concept
• Production Concept
• Product Concept
• Selling Concept
• Marketing Concept
Marketing Myopia
• Short-sighted approach where companies “look in the mirror
instead of out the window”
• In other words, managers focus on the product, not the needs it
is designed to fulfill
Marketing Concept Requirements
• Market Segmentation
• Targeting
• Positioning
• The Marketing Mix (4 Ps)
– Product or service
– Price
– Place
– Promotion
1.2 To understand how technology has benefited both marketers
and consumers.
Value Exchange
• Technologies create a value exchange
• Technology makes it easier to shop and access information,
entertainment, and customized products
• Consumers pay for content with information about themselves
Consumers Have Embraced Technology
Most Prominent Online Activities
More Precise Targeting
• Cookies
• Global Positioning Systems (GPS)
• Selfies
• Interactive communications
Cross-Screen Marketing
Defined
A promotional strategy that consists of tracking and targeting
users across their computers, mobile phones, and tablets, and
sending them personalized ads based on their interests, as
observed by marketers.
Discussion Question
How does technology affect the Marketing Mix?
Provide examples
• Interactive and novel communication channels
• Customizing products and promotional messages
• Better prices and distribution
1.3 To understand providing value and satisfaction and how
technology has enhanced customer loyalty and retention.
Successful Relationships (1 of 3)
Value, Satisfaction, and • Defined as the ratio between the
Retention customer’s perceived benefits
and the resources used to obtain
• Customer Value
those benefits
• Customer Satisfaction
• Perceived value is relative and
• Customer Retention subjective
• Developing a value proposition
is critical
Discussion Questions
• How does McDonald’s create value for the consumer?
• How do they communicate this value?
Value, Satisfaction, and • The individual's perception of
Retention the performance of the product
or service in relation to his or
• Customer Value
her expectations.
• Customer groups based on
• Customer Retention loyalty include loyalists,
apostles, defectors, terrorists,
hostages, and mercenaries
Value, Satisfaction, and • The objective of providing
Retention value is to retain highly satisfied
customers.
• Customer Value
• Loyal customers are key
– They buy more products
• Customer Retention – They are less price sensitive
– Servicing them is cheaper
– They spread positive word
of mouth
Customer Relationships
For Discussion:
• Provide two examples where brands used technology to engage
consumers/enhance customer relationships.
• Provide two examples where technology was used to add value
to the consumer.
Forms of Engagement
• Emotional Bonds
– Personal commitment and attachment
– Social media attempts to get consumers to engage
emotionally with products and brands
• Transactional Bonds
– Mechanics and structures that facilitate exchanges between
consumers and sellers
– Factors like assortment and transaction ease could shape
the relationship
Determinants of Site Satisfaction
• Adaptation • Transaction ease
• Interactivity • Engagement
• Nurturing • Loyalty
• Commitment • Inertia
• Network • Trust
• Assortment
Profitability-Focused Segmentation
Miles Travelled Annually and Matching Revenues
Airplane’s Class At least At least At least

and Matching 250,000 150,000 100,000
Revenues per Mile Miles miles miles
First Class $ 1,000,000 $ 600,000 $ 400,000
($ 4 per mile) DIAMOND EMERALD EMERALD
Business Class $ 500,000 $ 300,000 $ 200,000
($ 2 per mile) EMERALD SAPPHIRE SAPPHIRE
Premium Economy $ 150,000 $ 90,000 $ 60,000
($ 0.6 per mile) ELITE SELECT SELECT
Economy $ 75,000 $ 45,000 $ 30,000
($ 0.3 per mile) SELECT
Measures of Customer Retention
• Customer valuation
• Retention rates
• Analyzing defections
Review Question
• What is the difference between emotional and transactional
bonds?
• Identify and describe four of the eleven determinants of
customer satisfaction with online merchants. Characterize each
selected determinant as primarily driven by emotion or
stemming from the mechanics of the transaction.
1.4 To understand marketers social and ethical responsibilities.
Social Responsibility
• Companies incorporate social goals into their mission
statements
• Marketing ethics and social responsibility can shape
organizational effectiveness
• Socially responsible activities improve image among
stakeholders
1.5 To understand consumer decision-making as the foundation
for this book.
Consumer Decision Making (1 of 2)
• Inputs
– Firm marketing efforts
– Sociocultural influences
• Process
– Psychological factors
– Need Recognition, Decision Type, Prepurchase Search,
Evaluation of Alternatives
– Learning
• Outputs
– Purchase
– Post-purchase evaluation
Consumer Decision Making (2 of 2)
1.6 To explain how knowledge of consumer behavior advances
seeking employment after graduation.
Employment Opportunities
• Brand management
• Advertising
• Consumer research
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