capítulo 3 clow y baack

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  1. 1. 3Chapter ThreeBuyer BehaviorsCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall 3-1
  2. 2. Apple iPhone3 July 2007 introduction - $600 Initial problem with AT&Tphone activation Sales soared After 3 months pricedreduced to $200 Despite problems Why didthe iPhone succeed?Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 3-2
  3. 3. Apple iPhone3 New Product IntroductionsInnovatorsEarly adoptersEarly majorityLate majorityLaggards or nonadoptersCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall 3-3
  4. 4. Buying Behaviors 3 Chapter OverviewConsumer purchase process Consumer buying environment Recent trends in consumerbehavior Business buying center B-to-B purchasing processDiscussion Slide Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall3-4
  5. 5. FIGURE3.1Consumer Decision-Making Process Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall3-5
  6. 6. Information SearchInternal searchExternal searchCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall 3-6
  7. 7. External SearchAbility to searchMotivationLevel of involvementNeed for cognitionShopping enthusiasmPerceived cost versus benefit Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall3-7
  8. 8. Consumer Attitude Affective Cognitive Conative Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall3-8
  9. 9. Attitude Sequence Cognitive Affective Conative Affective Conative Cognitive Conative Cognitive AffectiveCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall 3-9
  10. 10. What emotion doesthis Pamper Wipesadvertisementsolicit?Which attitudesequence would bethe most likely forthis product? Some things can be rough. Her wipe shouldnt be one of them. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall3-10
  11. 11. FIGURE 3.3Personal Values Comfortable life Pleasure Equality Salvation Excitement Security Freedom Self-fulfillment Fun, exciting life Self-respect Happiness Sense of belonging Inner peace Social acceptance Mature love Wisdom Personal accomplishment Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall3-11
  12. 12. Which personalvalues does thisSkeeter ad target? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall3-12
  13. 13. FIGURE3.4Cognitive map for Ruby Tuesday Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall3-13
  14. 14. Processing of New InformationCognitive map Reinforce a current linkage. Modify a current linkage. Create a new linkage.Click picture to play video.What linkage is Miracle Whip attempting to create or reinforce with thisTV advertisement?Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall3-14
  15. 15. Principles Concerning Processing ofInformation and Cognitive Mapping Cognitive mapping enhances movement of messagesfrom short-term memory to long-term memory. Most persuasive messages reinforce current linkages. Repetition is necessary to establish new linkages. Difficult to modify or create new linkages. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall3-15
  16. 16. FIGURE3.6 Methods of Evaluating Alternatives Evoked set Problem Problem Information Evaluation ofRecognitionRecognition Search Multiattribute Alternatives Affect referralCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall 3-16
  17. 17. The Evoked Set Method Inept set Inert set Evoked set Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall3-17
  18. 18. How important is it for each of thefollowing brands to be a part of aconsumers evoked set? Advil (pain medicine) Head & Shoulders (shampoo) Black & Decker (power tools) C & H (sugar) Smith & Kline (attorneys) Halls (cough drops) Blockbuster (video rentals) Dr. Nelson (neurosurgeon) Pearle Vision (optical) Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall3-18
  19. 19. The Multiattribute ApproachHigh-InvolvementProducts Brands performance for each attribute. Importance of each attribute. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall3-19
  20. 20. Affect Referral Saves mental energy. Multiattribute approach may have been used previously. Consumers often develop emotional bonds with brands.Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 3-20
  21. 21. FIGURE 3.7Trends Affecting Consumer Buyer Behavior Age complexity Gender complexity Individualism Active, busy lifestyles Cocooning Pleasure pursuits Health emphasisCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall 3-21
  22. 22. Business-to-BusinessBuyer Behavior Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall3-22
  23. 23. FIGURE3.9The Buying Center Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall3-23
  24. 24. FIGURE 3 . 10Individual Factors Affecting the Behaviors ofBuying Center MembersCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall 3-24
  25. 25. Types ofBusiness-to-Business Sales Straight rebuy Modified rebuy New task Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall3-25
  26. 26. FIGURE 3 . 11Reasons for Modified Rebuy Dissatisfaction with current vendor. A different vendor makes an attractive offer End of contract with current vendor. Individuals have no or little experience.Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 3-26
  27. 27. Consumer Buying Process B-to-B Buying Process ProblemIdentificationRecognition Of NeedsEstablish SpecificationsInformation SearchIdentify Vendors EvaluationOf Evaluate Vendors Alternatives Select Vendor Purchase DecisionPurchase NegotiationsPostpurchase EvaluationF I G UI RUE E 3.12F G R3 . 11Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 3-27
  28. 28. Dual Channel Marketing Consumer and B-to-B markets Spin-off market Image concerns Dual strategy Different communication messages Create different brands Use multiple or different channels Single strategy Integrate communication message Sell same brand in both markets Scan both markets for dual opportunitiesCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall 3-28

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