CHAPTER 1: INTRODUCTION
Marketing Concept - the appropriate philosophy for conducting business.
Companies are making changes to serve consumers better for 3 Major Reasons:
The dramatic success of Japanese companies.
The dramatic increase in the quality of consumer and marketing research.
The development of the Internet as a marketing tool.
Consumer behavior:
the dynamic interaction of affect and cognition, behavior, and the environment by which human beings conduct the exchange aspects of their lives.
involves the thoughts and feelings people experience and the actions they perform in consumption processes.
is dynamic because the thinking, feelings, and actions of individual consumers, targeted consumer groups, and society at large are constatly changing.
involves interactions among people’s thinking, feelings, and actions, and the environment.
involves exchanges between human beings.
3 Major Approaches to Studying Consumer Behavior:
Interpretive approach
relatively new in the field.
based on theories and methods from cultural anthropology.
seeks to develop a deep understanding of consumption and its meanings.
use long interviews and focus groups.
Traditional approach
based on theories and methods from cognitive, social, and behavioral psychology, as well as sociology.
seeks to develop theories and methods to explain consumer decision making and behavior.
involve experiments and surveys.
had a profound impact on marketing thought.
Marketing Science approach
based on theories and methods from economics and statistics.
involves developing and testing mathematical models to predict the impact of marketing strategieis on consumer choice and behavior and simulation.
has become a mainstay in the consumer packaged goods industry because it can handle large scanner data sets in an efficient manner.
3 Groups that use knowledge about consumer behavior and consumer behavior research:
Marketing Organizations
include not only businesses attempting to sell products but also hospitals, museums, parks, law firms, universities, and other organizations that seek exchanges with consumers.
Government and Political Organizations
include government agencies such as the Federal Trade Commission and the Food and Drug Administration.
the major concern of these organizations is monitoring and regulating exchanges between marketing organziations and consumers.
Consumers and organizational buyers
exchange resources for various goods and services
their interest is in making exchanges that help them achieve their goals and in understanding their own behavior.
Marketing Strategy
the design, implementation, and control of a plan to influence exchanges to achieve organizational objectives.
Developing and presenting marketing stomuli at selected target markets to influence
What they think
How they feel
What they do
Powerful force
It should be clear that marketing strategies, particularly as developed and implemented by successful companies, have a powerful force on consumers and society at large.
Marketing Concept - the appropriate philosophy for conducting business.
Companies are making changes to serve consumers better for 3 Major Reasons:
The dramatic success of Japanese companies.
The dramatic increase in the quality of consumer and marketing research.
The development of the Internet as a marketing tool.
Consumer behavior:
the dynamic interaction of affect and cognition, behavior, and the environment by which human beings conduct the exchange aspects of their lives.
involves the thoughts and feelings people experience and the actions they perform in consumption processes.
is dynamic because the thinking, feelings, and actions of individual consumers, targeted consumer groups, and society at large are constatly changing.
involves interactions among people’s thinking, feelings, and actions, and the environment.
involves exchanges between human beings.
3 Major Approaches to Studying Consumer Behavior:
Interpretive approach
relatively new in the field.
based on theories and methods from cultural anthropology.
seeks to develop a deep understanding of consumption and its meanings.
use long interviews and focus groups.
Traditional approach
based on theories and methods from cognitive, social, and behavioral psychology, as well as sociology.
seeks to develop theories and methods to explain consumer decision making and behavior.
involve experiments and surveys.
had a profound impact on marketing thought.
Marketing Science approach
based on theories and methods from economics and statistics.
involves developing and testing mathematical models to predict the impact of marketing strategieis on consumer choice and behavior and simulation.
has become a mainstay in the consumer packaged goods industry because it can handle large scanner data sets in an efficient manner.
3 Groups that use knowledge about consumer behavior and consumer behavior research:
Marketing Organizations
include not only businesses attempting to sell products but also hospitals, museums, parks, law firms, universities, and other organizations that seek exchanges with consumers.
Government and Political Organizations
include government agencies such as the Federal Trade Commission and the Food and Drug Administration.
the major concern of these organizations is monitoring and regulating exchanges between marketing organziations and consumers.
Consumers and organizational buyers
exchange resources for various goods and services
their interest is in making exchanges that help them achieve their goals and in understanding their own behavior.
Marketing Strategy
the design, implementation, and control of a plan to influence exchanges to achieve organizational objectives.
Developing and presenting marketing stomuli at selected target markets to influence
What they think
How they feel
What they do
Powerful force
It should be clear that marketing strategies, particularly as developed and implemented by successful companies, have a powerful force on consumers and society at large.
