marketing powerpoint
Introduction to Marketing
#5 Customer Markets and Business Markets
2014 Fall
Consumer)Markets)
GoPro: Be a HERO!
More than 14 million views http://www.youtube.com/watch?v=S2oymHHyV1M TargeJng at niche market; sports athletes
TV commercial http://www.youtube.com/watch?v=9mGzoG0CA5M GoPro: Be a HERO!
! Less$than$$200$
! HD.quality$video$
! Waterproof$to$depths$of$180$feet$
! Drop.proof$from$3,000$feet$
! Customer$engagement$and$ enthusiasm$ ! Understanding$customer$needs$and$ moDvaDons$ Model of Consumer Behavior
S/mulus)Response)Model)
Marketers would like to understand the “black box”
MarkeDng$ and$ other$ sDmuli$ enter$ the$ buyer’s$ “black$ box”$ and$ produce$certain$choice/purchase$responses.$ Marketers$ must$ figure$ out$ what$ is$ inside$ of$ the$ buyer’s$ “black$ box”$and$how$sDmuli$are$changed$to$responses.$ TV commercials,
AcJviJes
Sales
Model of Consumer Behavior: Stimulus Response Model
Macroenvironment
Product
Price
Place
Promotion
Buyer’s Decision
Process
Product Choice
Brand Choice
Dealer Choice
Choice
Marketing and
Other Stimuli
Buyer’s Black Box
Buyer responses
Economic
Technological
Political
Cultural
Buyer’s
Characteristics
Purchase Timing
Purchase Amount
Characteristics Affecting Consumer Behavior
Key Factors
•
•
•
•
!Cultural'
!Social!
!Personal!
!Psychological!
• Culture$
• Subculture$
– Hispanic$consumers$
– African$Americans$
– Asian$Americans$
– Mature$consumers$
• Social$Class$
Characteristics Affecting Consumer Behavior: Cultural Factors
Hispanic)American)Consumers)
• 50$million$consumers$$
• Buying$power$of$$1.5$trillion$by$2015$$
• Spanish$media$makes$group$easy$to$reach$
• Brand$loyal$group$
Characteristics Affecting Consumer Behavior: Cultural Factors
Targe/ng)Hispanic)Americans:$Burger$King$sponsoredan$annual$
#5 Customer Markets and Business Markets
2014 Fall
Consumer)Markets)
GoPro: Be a HERO!
More than 14 million views http://www.youtube.com/watch?v=S2oymHHyV1M TargeJng at niche market; sports athletes
TV commercial http://www.youtube.com/watch?v=9mGzoG0CA5M GoPro: Be a HERO!
! Less$than$$200$
! HD.quality$video$
! Waterproof$to$depths$of$180$feet$
! Drop.proof$from$3,000$feet$
! Customer$engagement$and$ enthusiasm$ ! Understanding$customer$needs$and$ moDvaDons$ Model of Consumer Behavior
S/mulus)Response)Model)
Marketers would like to understand the “black box”
MarkeDng$ and$ other$ sDmuli$ enter$ the$ buyer’s$ “black$ box”$ and$ produce$certain$choice/purchase$responses.$ Marketers$ must$ figure$ out$ what$ is$ inside$ of$ the$ buyer’s$ “black$ box”$and$how$sDmuli$are$changed$to$responses.$ TV commercials,
AcJviJes
Sales
Model of Consumer Behavior: Stimulus Response Model
Macroenvironment
Product
Price
Place
Promotion
Buyer’s Decision
Process
Product Choice
Brand Choice
Dealer Choice
Choice
Marketing and
Other Stimuli
Buyer’s Black Box
Buyer responses
Economic
Technological
Political
Cultural
Buyer’s
Characteristics
Purchase Timing
Purchase Amount
Characteristics Affecting Consumer Behavior
Key Factors
•
•
•
•
!Cultural'
!Social!
!Personal!
!Psychological!
• Culture$
• Subculture$
– Hispanic$consumers$
– African$Americans$
– Asian$Americans$
– Mature$consumers$
• Social$Class$
Characteristics Affecting Consumer Behavior: Cultural Factors
Hispanic)American)Consumers)
• 50$million$consumers$$
• Buying$power$of$$1.5$trillion$by$2015$$
• Spanish$media$makes$group$easy$to$reach$
• Brand$loyal$group$
Characteristics Affecting Consumer Behavior: Cultural Factors
Targe/ng)Hispanic)Americans:$Burger$King$sponsoredan$annual$