Giáo trình: Marketing Management_ Chapter 04

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Tài liệu giáo trình môn Marketing management_ Chapter " Analyzing Consumer Behavior ", dành cho sinh viên bậc đại học, cao học đang theo học các ngành kinh tế, marketing...

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Nội dung Text: Giáo trình: Marketing Management_ Chapter 04

Analyzing Consumer Behavior Chapter 4 4-1
Key Learning Points Concept & activity of market segmentation Segmentation implementation issues Understanding consumer motives for buying behavior Understanding how consumers make purchase decisions Importance of understanding where and when consumers buy Implications for global and technology- based markets 4-2
Customer Analysis Customer analysis addresses five questions: – Who are the current and potential customers for the product or service? – Why do they buy? – How do they make purchasing decisions? – Where do they buy the product or service (what channels are used)? – When do they buy? 4-3
Customer Analysis Customer analysis should include: – Current customers – Competitors’ customers • Helps understand why competitors’ products are being bought. – Former customers • Helps to understand weaknesses of your product or service. – Nonusers • Helps understand how to expand the market. 4-4
Who Are the Customers? Market segmentation is the key – Breaks mass markets into groups with unique buying habits. – Segments are useful when: • People in different segments behave differently toward the product. • Different marketing elements (price, etc.) can be used to effectively reach different segments. – The segmentation process makes use of both primary and secondary data. 4-5
Who Are the Customers? Benefits of market segmentation – More efficient than mass marketing. • Less money is wasted on low probability contacts. – More effective than mass marketing. • Every aspect of the marketing mix can be customized to appeal to the needs of each segment. 4-6
Who Are the Customers? Single-customer segments make sense in certain circumstances: – Number of customers is small. – Companies try to create perception that individuals are treated as a unique group using: • One-to-one marketing, by means of individualized communications. • Mass customization, via personalized products and services. 4-7
Discussion Questions Using one-to-one marketing effectively requires that marketers have access to extensive databases. 1. What particular database fields would casino marketers use in developing one-to-one marketing appeals? 2. Can you think of an example of a product or service that offers consumers mass customization opportunities? Explain. 4-8
Product & Service Who Are the Customers? Decisions Key Decisionsand Psychographic Geographic Variables Region City or Lifestyle metro size Personality Density Climate 4-9
Product & Service Who Are the Customers? Decisions Demographic Variables Key Decisions Age Education Family size Religion Family life cycle Race Gender Generation Income Nationality Occupation Social class 4 - 10
Product & Service Who Are the Customers? Decisions Behavioral Variables Key Decisions Occasions Loyalty status Benefits Buyer readiness User status stage Usage rate Attitude toward product 4 - 11
Figure 4-1: Global Differences: India, China, and the United States 4 - 12
Figure 4-2: Generational Cohorts 4 - 13
Who Are the Customers? Geographic, demographic, and behavioral usage data have traditionally been used to form segments. More recently, psychographics have been combined with usage data to better define segments. – VALS2 (SRI International) – Technographics (Forrestor Research) 4 - 14
Product & Service Who Are the Customers? Decisions VALS2 Psychographic Groups Key Decisions Actualizers Believers Fulfilleds Strivers Experiencers Makers Achievers Strugglers Visit SRI International’s website for more information 4 - 15
Figure 4-4: Pain Reliever Use 4 - 16
Figure 4-5: How Tech Customers Stack Up 4 - 17
Who Are the Customers? Not all consumers are equally likely to adopt new technologies. The diffusion of innovations model describes how innovations are adopted throughout the marketplace. Positive word-of-mouth generated by innovators is often a key characteristic in new product adoption. 4 - 18
Figure 4-6: Innovator Categories 4 - 19
Who Are the Customers? Innovators: – First to try new products or ideas, venturesome, price insensitive, often technologists and beta testers. Early Adopters: – Value new products as a result of how they will enhance their life. Early Majority: – Pragmatists; wait to purchase until they are certain new products are not fads. 4 - 20