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Figure 5-1 Model of Buyer Behavior Copyright 2007, Prentice-Hall, Inc. 5-1 Figure 5-2 Factors Influencing Consumer Behavior Copyright 2007, Prentice-Hall, Inc. 5-2 Marketing in Action Marketing to Subcultures A subculture is a group of people who share value systems based on common life experiences. Hispanics, Asians, African Americans, and mature consumers are increasingly targeted by marketers. Procter & Gamble targets Hispanics using print and TV. P&G has also developed special Spanish versions of some brands. Copyright 2007, Prentice-Hall, Inc. 5-3 Figure 5-3 Major American Social Classes Copyright 2007, Prentice-Hall, Inc. 5-4 Marketing in Action Toyota caters to family buying influences. Copyright 2007, Prentice-Hall, Inc. 5-5 Marketing in Action Lifestyle Marketing by American Express The “My Life, My Card” campaign invites consumers to choose the card and rewards that best fit their lifestyles. americanexpress.com Copyright 2007, Prentice-Hall, Inc. 5-6 Figure 5-4 Maslow’s Hierarchy of Needs Copyright 2007, Prentice-Hall, Inc. 5-7 Let’s Talk! What types of attitudes and beliefs are the most difficult to change? Is advertising the only way marketers can influence change? Explain. Copyright 2007, Prentice-Hall, Inc. 5-8 Figure 5-5 Buyer Decision Process Copyright 2007, Prentice-Hall, Inc. 5-9 Marketing in Action Triggering Need Recognition Marketers can facilitate need recognition through their choice of media and the timing of their ad insertions. Restaurants frequently use billboards (above) in high traffic locations and run radio ads during meal hours. Copyright 2007, Prentice-Hall, Inc. 5-10 Figure 5-6 Adopter Categorization Based on Time of Adoption Copyright 2007, Prentice-Hall, Inc. 5-11 Let’s Talk! Which one of the adopter categories is most likely to be buying the Toyota Prius hybrid car now? www.toyota.com/prius/ Copyright 2007, Prentice-Hall, Inc. 5-12 Marketing in Action Rate This Product’s Characteristics! Color-a-Cookie Kits contain a cookie and four nontoxic food coloring markers. No baking is required, and the food-color pens can be used to color macaroni, pop-tarts, bread, and more. How will key product characteristics influence the rate of adoption? Explain. www.coloracookie.com Copyright 2007, Prentice-Hall, Inc. 5-13 Marketing in Action Business to Business Ad Volvo stresses both practical and emotional concerns. Copyright 2007, Prentice-Hall, Inc. 5-14 Figure 5-7 Model of Business Buyer Behavior Copyright 2007, Prentice-Hall, Inc. 5-15 Marketing in Action Buying Centers Buying centers include all members within a firm that play a role in purchase decision process. Cardinal Health deals with a wide range of buying influences, from the purchasing executives and the hospital administrators to the surgeons who actually use the products. Copyright 2007, Prentice-Hall, Inc. 5-16 Figure 5-8 Major Influences on Business Behavior Copyright 2007, Prentice-Hall, Inc. 5-17 Figure 5-9 Stages in the Business Buying Process Copyright 2007, Prentice-Hall, Inc. 5-18 Marketing in Action e-Procurement HP’s Web site offers product overviews, detailed information, purchasing solutions, and much more. Copyright 2007, Prentice-Hall, Inc. 5-19