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Consumerism, Ethics, Non-Profit Marketing & Consumer Behavior
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Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–1
Consumer Behaviour (subject code)
• Lecturer’s name• Contact details• Office hours … or by appointment
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–2
Welcome to Consumer Behaviour
• Why study consumer behaviour?• What is consumer behaviour?• How does it affect marketing strategy?
Market research
Marketing manager Consumer behaviour‘the engine of marketing’
Advertising
Distribution
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–3
The Marketing Car
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–4
Consumer behaviour knowledge is...
the ‘engine’ of a marketing strategy
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–5
Subject Objectives
• Knowledge and understanding– Theories Working Model of CB– implications for strategic marketing decisions– a focus on marketing decisions
• Communication skills– Increase your skills in developing and presenting ideas
orally and in writing
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–6
Assessment (example)
• Final 2 hour exam 60% – Includes an unseen case study – (min 45% required to pass course)
• Mid semester test (date) 15%• Tutorial participation 10%• Tutorial material preparation 10%• Tutorial case study 5%
100%
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–7
Tip !!
• When answering Case Studies and exam questions, think of the TEAS approach:T = Theory
E = Explain the relevant theory
A = Apply the theory
S = Strategy
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–8
Reading
• Consumer Behaviour: Implications for Marketing StrategyNeal, Quester and Hawkins, 4th Aust. edition
• Communication skills handbook– Resource Centre
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–9
Course Structure
• Introduction• Consumer decision process• Internal influences• External influences• Organisational buying• Consumers and society
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–10
Chapter 1 Consumer Behaviour andMarketing Strategy
• Studying the consumer is important for marketers• Implications of consumer behaviour for marketing
strategy• Components of a consumer behaviour audit• Relevance of consumer behaviour for non-profit
organisations, government agencies &/or consumer groups
• A working model of consumer behaviour
1–11
Understanding Consumer Behaviour
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–12
Consumer Behaviour and Marketing Strategy
• Positioning strategy• Market segmentation• New products• New market applications• Global marketing• Marketing mix• Consumerism • Non-profit marketing
1–13
How Consumer Influences Drive Marketing Decisions
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–14
Definitions of Consumer Behaviour
• The dynamic interaction of cognition, behaviour and environmental events by which human beings conduct the exchange aspects of their lives(American Marketing Association)
• A discipline dealing with how and why consumers consumers purchase (or don’t purchase) products and services.(Neal et al.)
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–15
Definitions of Consumer Behaviour (cont.)
• Those behaviours performed by decision-making units in the purchase, usage and disposal of goods and services (Kotler & Levy)
• The decision process and physical activity individuals engage in when evaluating, acquiring, using or disposing of goods and services(London & Della Bitta)
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–16
Definitions of Consumer Behaviour (cont.)
• Those actions directly involved in obtaining, consuming, and disposing of products and services, including the decision processes that precede and follow these actions
(Engel, Blackwell & Miniard)
1–17
Consumer Lifestyle and Consumer Decisions
1–18
Consumer Decision Process
1–19
Factors that Determine and Influence Consumer Lifestyles
1–20
Overall Model of Consumer Behaviour
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–21
Next Lecture…
Chapter 2: Situational Influences