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Consumers Rule
By Michael R. Solomon
Consumer Behavior
Buying, Having, and Being
Sixth Edition
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MTV
Cognitive Component (Measuring
Beliefs about Specific Attributes Using
the Semantic Differential Scale)
Diet Coke
Good music
Bad music
Interesting
Not interesting
Fun shows
Boring shows
Sucks
Doesnt suck
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We would now like for you to list your thoughts that come to
mind as you view the product. Next to the first number write
the first thought that comes to your mind regarding the product
shown, next to the second number write the second thought
that comes to your mind regarding the product shown, etc.
Please put only one thought next to each number
1.
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End-use consumer
Employees
Shareholders
Members of supply chain
Society (including critics): Treat them as
disgruntled customers (Holt et. al 2004).
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Role Theory:
Identifies consumers as actors on the marketplace stage
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Figure 1.1
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Consumers Impact on
Marketing Strategy
Market Segmentation:
Identifies groups of consumers who are similar to
one another in one or more ways and then devises
marketing strategies that appeal to one or more
groups
Demographics:
Statistics that measure observable aspects of a
population
Ex.: Age, Gender, Family Structure, Social Class and
Income, Race and Ethnicity, Lifestyle, and
Geography
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A Lesson Learned
Nike was forced to pull
this advertisement for a
running shoe after
disabilities rights groups
claimed the ads were
offensive.
How could Nike have
done a better job of
getting its message
across without offending
a powerful demographic?
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Market Segmentation
Finely-tuned marketing
segmentation strategies
allow marketers to
reach only those
consumers likely to be
interested in buying
their products.
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Outcomes
Individual
Firm
Society
Consumer decision process
Problem Recognition
Information Search
Alternative Evaluation
Purchase
Use
Evaluation
Marketing strategy
Product, Price, Distribution,
Promotion, Service
Marketing segmentation
Identify product-related need sets
Group Customers with similar need sets
Describe each group
Select attractive segment(s) to target
Marketing analysis
Company
Competitors
Conditions
Consumers
Copyright 2001 by The McGraw-Hill Companies,
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Consumers Impact on
Marketing Strategy (cont.)
Relationship Marketing: Building
Bonds with Consumers
Relationship marketing:
The strategic perspective that stresses the long-term,
human side of buyer-seller interactions
Database marketing:
Tracking consumers buying habits very closely, and
then crafting products and messages tailored
precisely to peoples wants and needs based on this
information
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Popular Culture
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Self-concept attachment
Nostalgic attachment
Interdependence
Love
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Blurred Boundaries
Marketing and Reality
Marketers and consumers coexist in a
complicated two-way relationship.
Its increasingly difficult for consumers to
discern the boundary between the
fabricated world and reality.
Marketing influences both popular culture
and consumer perceptions of reality.
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Discussion Question
This ad was created
by the American
Association of
Advertising Agencies
to counter charges
that ads create
artificial needs.
Do you agree with the
premise of the ad?
Why or why not?
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Department of Agriculture
Federal Trade Commission
Food and Drug Administration
Securities and Exchange Commission
Environmental Protection Agency
Culture Jamming:
A strategy to disrupt efforts by the corporate world to
dominate our cultural landscape
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Culture Jamming
Adbusters Quarterly
is a Canadian
magazine devoted to
culture jamming. This
mock ad skewers
Benetton.
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Consumerism and
Consumer Research
Green Marketing:
When a firm chooses to protect or enhance the
natural environment as it goes about its activities
Reducing wasteful packaging
Donations to charity
Social Marketing:
Using marketing techniques to encourage positive
activities (e.g. literacy) and to discourage negative
activities (e.g. drunk driving)
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Kennedys
Declaration of Consumer Rights (1962)
The right to the satisfaction of basic needs.
The right to be protected against hazardous products
and processes.
The right to have the facts needed to make an informed
choice.
The right to choose between a variety of products and
services.
The right to be heard in the making and execution of
government policy.
The right to a fair settlement of just claims.
The right to acquire the skills and knowledge to be an
informed and responsible consumer.
The right to live in a healthy and sustainable
environment.
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Addictive Consumption:
Consumer addiction:
A physiological and/or psychological dependency on
products or services
Compulsive Consumption:
Repetitive shopping as an antidote to tension,
anxiety, depression, or boredom
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Consumer Behavior
As a Field of Study
Consumer behavior only recently a
formal field of study
Interdisciplinary influences on the
study of consumer behavior
Consumer behavior studied by researchers from
diverse backgrounds
Consumer phenomena can be studied in different
ways and on different levels
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Figure 1.2
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Figure 1.3
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