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Chapter 8
Introduction to Behavior
McGraw-Hill/Irwin
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Purchase Sequence
Stages in the purchase sequence:
Information contact Funds access Store contact Product contact Transaction Consumption and Disposition Communication
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Information Contact
Occurs when consumers come into contact with information, either intentionally or accidentally
Marketers seek to provide consumers with information Consumers search for information about products, brands, stores, and prices
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Information Sources
Five common information sources
Internal Personal Marketing Public Experiential
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Funds Access
Primary marketing issues
Methods used by consumers to pay for particular purchases Marketing strategies to increase the probability that consumers can access funds for purchase
Another issue is the effort the consumer exerts to obtain the actual funds that are spent or used to repay loans
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Store contact
Includes:
Locating the outlet Traveling to the outlet Entering the outlet
Nature of consumers in their roles as shoppers affects the probability of store contact
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Product Contact
Push strategies Pull strategies Three behaviors usually necessary for a purchase to occur
Locate the product or brand in the store Physically obtain the product or brand Take the product or brand to the point of exchange
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Transaction
Consumers funds are exchanged for products and services Positive consequences are critical elements in obtaining transactions
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Communication
Marketers want consumers to communicate with two basic audiences
Provide the company with marketing information Tell other potential consumers about the product and encourage them to purchase it
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Communication cont.
From consumers to marketers
Marketers want at least three types of information from consumers
Information about the consumer Names of other potential buyers Information about defective products
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Marketing Implications
Marketing managers need to :
Consider carefully precisely behaviors necessary for consumers to purchase, and use particular products and brands Have clear implications for offering products in appropriate outlets
Marketing strategies and tactics are designed to alter overt consumer behavior by changing one or more aspects of the environment
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Summary
Introduced topic of overt consumer behavior and discussed its importance to marketing Sequential model of overt consumer behavior was developed for use in analyzing and increasing responses Discussed the seven behaviors listed in the model
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