Download Marketing Starts with Customers

MARKETING
STARTS WITH
CUSTOMERS
CHAPTER 6
How are customers
who are aware of UNO
as a pizza restaurant
likely to react to this
ad?
Why would a
company that has
developed a reputation
for one type of product
emphasize a very
different product in its
advertising?
UNDERSTAND
CONSUMER
BEHAVIOR
6.1
LEARNING
OBJECTIVES
1. Describe two types of
consumers of interest
to marketers.
2. Demonstrate an
understanding of
consumers’ wants and
needs.
CONSUMER BEHAVIOR
Study of consumers and how they make decisions.
• Includes factors that influence how people purchase and
use products/services
• Two types of consumers
Final
Consumers
Business
Consumers
FINAL CONSUMERS
Buy products or services for personal use.
• Traditional = “enters store, buys a product,
takes it home, and uses it”
• Today = Internet
Receive as gift
Share
Donate
Pop-up Parties
BUSINESS CONSUMERS
Buy goods/services to resell or use in producing and
marketing other goods/services.
• Don’t make purchases for personal use
• Raw materials to make products
• Materials to packing, storing, shipping, and promoting
• Products for daily operations
A
C
T
I
V
I
T
Y
Look through the following 10
products
and decide if they are typically used by final
consumers or business consumers.
Place them in their appropriately places on the
Venn diagram.
CONSUMERS’ WANTS & NEEDS
Need – anything that you require to live.
- same among every person
Want – culturally defined way to fulfill that need.
- different depending on location, culture, resources
available, etc.
MASLOW’S HIERARCHY OF NEEDS
DIFFERENT PEOPLE, DIFFERENT LEVELS
• Each person at different level of the needs hierarchy
How could a
house provide
consumers’
needs
differently?
Owner
design/build home
Well maintained,
yard landscaped
Neighborhood of
young families
Security system
Protection from
weather
1. The study of
consumers and how
they make decisions is
called?
A. Advertising
B. Consumer Behavior
C. Psychology
D. The Marketing Concept
EXIT
TICKET
On a scratch piece of paper,
determine the best answer.
2. _________ consumers
buy goods and services
to produce and market
other goods and
services for resale.
EXIT
TICKET
On a scratch piece of paper,
determine the best answer.
3. A culturally defined way
to full a need is a
__________.
A. Want
B. Desire
C. Buying Behavior
D. Purchasing Factor
EXIT
TICKET
On a scratch piece of paper,
determine the best answer.
4. According to Maslow,
everyone must satisfy
________ needs?
A. Self-Actualization
B. Social
C. Security
D. Physiological
EXIT
TICKET
On a scratch piece of paper,
determine the best answer.
5. True or False?
Generally, most people are
at the same level on the
hierarchy of needs.
EXIT
TICKET
On a scratch piece of paper,
determine the best answer.