Marketing, lecture 4 ass. prof. I. I. Skorobogatykh

Скачать презентацию Marketing, lecture 4 ass. prof. I. I. Skorobogatykh Скачать презентацию Marketing, lecture 4 ass. prof. I. I. Skorobogatykh

question_22_-_lecture04.ppt

  • Размер: 2.6 Mегабайта
  • Количество слайдов: 37

Описание презентации Marketing, lecture 4 ass. prof. I. I. Skorobogatykh по слайдам

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 1 Slide 5 -2 CONSUMER BEHAVIORLectureMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 1 Slide 5 -2 CONSUMER BEHAVIORLecture 4_ consumer behavior Associateprofessorof. Plekhanov. REAmarketingdepartment Irina. I. Skorobogatykh(Ph. D)Chapter

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 2 Slide 5 -5 AFTER Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 2 Slide 5 -5 AFTER THIS LECTURE YOU SHOULD BE ABLE TO: • Understand Stages in the consumer decision process. • Evaluate three variations of the consumer decision process: routine, limited, and extended problem solving.

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 3 Slide 5 -6 AFTER THISMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 3 Slide 5 -6 AFTER THIS LECTURE YOU SHOULD BE ABLE TO: • Know the psychological influences affect on consumer behavior, particularly purchase decision processes. • Explain major sociocultural influences on consumer behavior and their effects on purchase decisions.

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 4 Slide 5 -7 AFTER THISMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 4 Slide 5 -7 AFTER THIS LECTURE YOU SHOULD BE ABLE TO: • Recognize how marketers can use knowledge of consumer behavior to better understand influence individual and family purchases.

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 5 CONSUMER PURCHASE DECISION PROCESS SlideMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 5 CONSUMER PURCHASE DECISION PROCESS Slide 5 -10 • Consumer Behavior • Purchase Decision Process • Problem Recognition: Perceiving a Need

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 6 Slide 5 -78 Consumer behaviorMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 6 Slide 5 -78 Consumer behavior is the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions. Consumer Behavior

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 7 Slide 5 -11 Purchase decisionMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 7 Slide 5 -11 Purchase decision process

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 8 Slide 5 -79 The stagesMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 8 Slide 5 -79 The stages a buyer passes through in making choices about which products and services to buy is the purchase decision process. Purchase Decision Process

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 9 CONSUMER PURCHASE DECISION PROCESS SlideMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 9 CONSUMER PURCHASE DECISION PROCESS Slide 5 -12 • Information Search: Seeking Value Internal Search External Search • Personal Sources • Public Sources • Market-Dominated Sources

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 10 CONSUMER PURCHASE DECISION PROCESS SlideMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 10 CONSUMER PURCHASE DECISION PROCESS Slide 5 -14 • Alternative Evaluation: Assessing Value Evaluative Criteria Evoked Set • Purchase Decision: Buying Value • Post-purchase Behavior: Value in Consumption or Use

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 11 CONSUMER PURCHASE DECISION PROCESS SlideMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 11 CONSUMER PURCHASE DECISION PROCESS Slide 5 -16 Routine Problem Solving Limited Problem Solving • Involvement and Problem-Solving Variations Involvement Extended Problem Solving • Situational Influences

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 12 Slide 5 -80 The levelMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 12 Slide 5 -80 The level of involvement a consumer has in a particular purchase depends on the personal, social, and economic consequences of that purchase to the consumer. Involvement

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 13 Slide 5 -18 Consumer involvement,Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 13 Slide 5 -18 Consumer involvement, knowledge, and problem-solving variations

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 14 Slide 5 -19 Influences onMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 14 Slide 5 -19 Influences on the consumer purchase decision process

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 15 PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIORMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 15 PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR Slide 5 -22 • Motivation and Personality Motivation • Physiological Needs • Safety Needs • Social Needs • Personal Needs • Self-Actualization Needs Personality • Self-Concept

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 16 Slide 5 -81 Motivation isMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 16 Slide 5 -81 Motivation is the energizing force that stimulates behavior to satisfy a need. Motivation

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 17 Slide 5 -23 Maslow’s HierarchyMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 17 Slide 5 -23 Maslow’s Hierarchy of needs

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 18 PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIORMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 18 PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR Slide 5 -24 • Perception Selective Perception • Selective Exposure • Selective Comprehension • Selective Retention Perceived Risk

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 19 Slide 5 -83 Perception isMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 19 Slide 5 -83 Perception is the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world. Perception

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 20 Slide 5 -25 Selective perceptionMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 20 Slide 5 -25 Selective perception filters

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 21 PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIORMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 21 PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR Slide 5 -31 • Values, Beliefs, and Attitudes Attitude Formation • Attitude • Beliefs Attitude Change

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 22 PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIORMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 22 PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR Slide 5 -34 • Lifestyle Psychographics VALS ™

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 23 Slide 5 -35 VALS ™Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 23 Slide 5 -35 VALS ™ psychographic segments

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 24 SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIORMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 24 SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR Slide 5 -39 • Personal Influence Opinion Leaders • Reference Groups Word of Mouth Membership Group Aspiration Group Dissociative Group

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 25 Slide 5 -89 Opinion leadersMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 25 Slide 5 -89 Opinion leaders individuals who have social influence over others. Opinion Leaders

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 26 Slide 5 -90 People influencingMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 26 Slide 5 -90 People influencing each other during conversations is called word of mouth. Word of Mouth

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 27 Slide 5 -91 Reference groupsMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 27 Slide 5 -91 Reference groups are people to whom an individual looks as a basis for self-appraisal or as a source of personal standards. Reference Groups

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 28 SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIORMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 28 SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR Slide 5 -43 • Family Influence Consumer Socialization Family Life Cycle Family Decision Making

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 29 Slide 5 -92 The familyMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 29 Slide 5 -92 The family life cycle concept describes the distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors. Family Life Cycle

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 30 Slide 5 -46 • CultureMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 30 Slide 5 -46 • Culture and Subcultures African-American Buying Patterns Hispanic Buying Patterns Asian-American Buying Patterns. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR What subcultures in RF do you know?

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 31 Slide 5 -93 Subgroups withinMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 31 Slide 5 -93 Subgroups within the larger, or national, culture with unique values, ideas, and attitudes are referred to as subcultures. Subcultures

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 32 Slide 5 -82 Personality refersMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 32 Slide 5 -82 Personality refers to a person’s consistent behaviors or responses to recurring situations. Personality

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 33 Slide 5 -84 Perceived riskMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 33 Slide 5 -84 Perceived risk represents the anxieties felt because the consumer cannot anticipate the outcomes of a purchase but believes that there may be negative consequences. Perceived Risk

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 34 Slide 5 -85 Learning refersMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 34 Slide 5 -85 Learning refers to those behaviors that result from (1) repeated experience and (2) reasoning. Learning

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 35 Slide 5 -86 Brand loyaltyMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 35 Slide 5 -86 Brand loyalty is a favorable attitude toward and consistent purchase of a single brand over time. Brand Loyalty

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 36 Slide 5 -87 An attitudeMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 36 Slide 5 -87 An attitude is a “learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way. ” Attitude

Marketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 37 Slide 5 -88 Beliefs areMarketing, lecture 4 ass. prof. I. I. Skorobogatykh (Ph. D) 37 Slide 5 -88 Beliefs are one’s perception of how a product or brand performs on different attributes. Beliefs

Зарегистрируйтесь, чтобы просмотреть полный документ!
РЕГИСТРАЦИЯ