basic marketing – chapter 06 supplementary powerpoint archive this is an archive of photos and...

43
Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits as referenced in the Basic Marketing Multimedia Lecture Guides. See the Basic Marketing Multimedia Lecture Support Package for additional detail and teaching suggestions. For use only with Perreault/Cannon/McCarthy. These images may not be redistributed or used for any other purpose without permission of the publisher, McGraw- Hill/Irwin, The McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.

Upload: blake-stokes

Post on 13-Jan-2016

216 views

Category:

Documents


0 download

TRANSCRIPT

Page 1: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Basic Marketing – Chapter 06Supplementary PowerPoint Archive

This is an archive of photos and exhibits from the text and additional graphics and exhibits as referenced in the Basic Marketing Multimedia Lecture Guides.

See the Basic Marketing Multimedia Lecture Support Package for additional detail and teaching suggestions.

For use only with Perreault/Cannon/McCarthy. These images may not be redistributed or used for any other purpose without permission of the publisher, McGraw-Hill/Irwin, The McGraw-Hill Companies, Inc.

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.

Page 2: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

iPod opening photo6-2

Page 3: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Exhibit 6-1: Consumer Behavior for Marketing Strategy Planning

6-3

Page 4: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Exhibit 6-2: Model of Influences on Consumer Behavior

6-4

Page 5: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Geico and Healthy Choice ads

6-5

Page 6: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Exhibit 6-3: Possible Needs Motivating a Person to Some Action

6-6

Page 7: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Exhibit 6-4: The PSSP Hierarchy of Needs6-7

Page 8: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Volvo ad6-8

Page 9: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Harley-Davidson ad

6-9

Page 10: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Exhibit 6-5: The Learning Process6-10

Page 11: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Apple Beer ad

6-11

Page 12: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Beef ad

6-12

Page 13: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Cartridge World ad

6-13

Page 14: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Exhibit 6-6: Lifestyle Dimensions (and some related demographic dimensions)

6-14

Page 15: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Betty Crocker Pour &

Frost ad

6-15

Page 16: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Burger King photo6-16

Page 17: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Jockey underwear

ad

6-17

Page 18: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Kaboodle.com website6-18

Page 19: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Amazon.com website6-19

Page 20: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Expedia.com ad

6-20

Page 21: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Cross Pen ad

6-21

Page 22: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Exhibit 6-7: An Expanded Model of Consumer Behavior

6-22

Page 23: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Exhibit 6-8: Consumer Problem Solving6-23

Page 24: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Exhibit 6-9: Problem-Solving Continuum6-24

Page 25: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Minute Maid Pomegranate Blueberry

Juice ad

6-25

Page 26: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

McDonald’s (in Saudi Arabia) photos6-26

Page 27: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

iPod photo 6-27

Page 28: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Examples of Economic Needs

Economy of purchase or use

Convenience

Efficiency in operation or use

Dependability in use

Improvement in earnings

6-28

Page 29: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Simplified Buyer Behavior Model6-29

Page 30: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Psychological (intra-personal) Variables

Motivation

Perception

Learning

Attitudes and beliefs

Personality

Lifestyle (psychographics)

6-30

Page 31: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

ThermaCare and

Diamond ads

6-31

Page 32: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Red Gold Tomatoes billboard 6-32

Page 33: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Wrigley Cool Green Apple gum ad

6-33

Page 34: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Harley-Davidson

ad

6-34

Page 35: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Social (intra-personal) Influences on Consumers

Family

Reference groups

Social class

Culture and subculture

6-35

Page 36: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Characteristics and Relative Size of Different Social Class Groups in the United States

Relative size Group Some (abbreviated) characteristics

Upper-class

Upper-middleclass

Lower-middleclass*

Upper-lower(working) class*

Lower-lowerclass

1.5%

12.5%

32%

38%

16%

People from old wealthy families and socially prominent new rich...

Small business people, teachers, office workers, technicians--the typical white collar workers...

The blue collar workers--factory workers, skilled laborers, and service people…most earn good incomes...

Unskilled laborers and people in very low status occupations

* America’s mass market

Successful professionals and managers, community minded and ambitious for their children…

6-36

Page 37: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Characteristics and Attitudes of Middle and Lower Classes

Middle classes

Plan and save for the future

Analyze alternatives

Understand how the world works

Feel they have opportunities

Willing to take risks

Confident about decision making

Want long-run quality or value

Lower classes Live for the present Feel what is best Have simplistic ideas

about how things work Feel controlled by the

world Play it safe Want help with decision

making Want short-run

satisfaction

6-37

Page 38: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Crest kid set 6-38

Page 39: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Epinions.com website6-39

Page 40: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Columbia Sportswear ad

6-40

Page 41: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Relation of Decision-Making Process, Adoption Process, and Learning (given a problem)

6-41

Page 42: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Social Influences

Affect Consumer

Behavior

6-42

Page 43: Basic Marketing – Chapter 06 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits

Limited or Extensive Problem Solving?

Try Triaminic – the widest range of symptom-specific children’s cold formulas. So you can choose exactly the medicine your child needs, with no side effects from unnecessary ingredients.

6-43