Giáo trình: Marketing Management_ Chapter 04

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...
Nội dung trích xuất từ tài liệu:
Giáo trình: Marketing Management_ Chapter 04AnalyzingConsumerBehavior Chapter 4 4-1 Key Learning PointsConcept & activity of market segmentationSegmentation implementation issuesUnderstanding consumer motives forbuying behaviorUnderstanding how consumers makepurchase decisionsImportance of understanding where andwhen consumers buyImplications for global and technology-based markets 4-2 Customer AnalysisCustomer analysis addresses fivequestions:– 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 AnalysisCustomer 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. 4-4Who 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. 4-5Who 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. 4-6Who Are the Customers?Single-customer segments makesense 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 QuestionsUsing one-to-one marketingeffectively requires that marketershave 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? DecisionsKey Decisionsand Psychographic Geographic Variables Region City or Lifestyle metro size Personality Density Climate 4-9 Product & Service Who Are the Customers? Decisions Demographic VariablesKey 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 VariablesKey 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 - 13Who Are the Customers?Geographic, demographic, andbehavioral usage data havetraditionally been used to formsegments.More recently, psychographics havebeen combined with usage data tobetter define segments.– VALS2 (SRI International)– Technographics (Forrestor Research) 4 - 14 Product & Service Who Are the Customers? Decisions VALS2 Psychographic GroupsKey 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 - 17Who Are the Customers?Not all consumers are equally likelyto adopt new technologies.The diffusion of innovations modeldescribes how innovations areadopted throughout the marketplace.Positive word-of-mou ...