Chapter05

Report
Chapter 5
Marketing and Consumer
Behavior: The Foundations
of Advertising
McGraw-Hill/Irwin
Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter Overview
The marketing process and the role of
advertising and other marketing
communications tools
5-2
Chapter Objectives
Define marketing & explain
advertising’s role in the
market
Outline the consumer
perception process &
explain why “perception is
everything”
Discuss product utility and
the link between utility and
consumer needs
Describe motives behind
consumer purchases
Identify key participants
in the marketing process
Discuss influences
on consumer behavior
Explain how advertisers deal with
cognitive dissonance
5-3
Marketing Context of Advertising
Marketing
Conception
Pricing
Promotion
Distribution
Advertising
5-4
Customer Needs / Product Utility
Needs
Utility
Functional
Form
Psychological
Task
Possession
Time
Place
5-5
Goal of Marketing & Advertising
Perception
Exchange
Satisfaction
5-6
Marketing Participants: Customers
Current
customers
Prospective
customers
Centers of
influence
Total
Market
5-7
Market Types
Consumer
Business
Government
Local
Regional or National
Transnational or Global
5-8
Marketing Participants: Market
Customers
Markets
Marketers
5-9
Consumer Behavior: Decision Process
5-10
Consumer Perception Process
5-11
Consumer Perception Process
French advertiser SHS capitalizes on
young consumers’ self-perception
5-12
Consumer Behavior: Learning Theories
5-13
Elaboration Likelihood Model
5-14
Consumer Behavior: Results of Learning
Loyalty
Habit
Interest
Attitude
5-15
Consumer Motivation Process
Motivation:
underlying forces
driving decisions
Needs, basic &
instinctive
Wants, learned
during lifetime
5-16
Consumer Motivation Process
Taco Bell hints at several levels of needs
5-17
Maslow’s Hierarchy of Needs
5-18
Consumer Motivation
Rossiter &
Percy’s
Fundamental
Motives
Negative Motives:
problem removal or
avoidance
Positive Motives:
benefit, bonus, or
reward
5-19
Consumer Motivation
Negative motivation
in Kids and Cars ad urges readers to adopt safe behaviors
5-20
Influences on Consumer Behavior
Interpersonal
Nonpersonal
Family
Time
Society
Place of Sale
Reference
Groups
Environment
& Opinion Leaders
5-21
Nonpersonal Influences on Behavior
U.S. Army ad
focused on a
Spanishspeaking
audience
5-22
Purchase Decision
Evoked Set: mp3 Players
 Apple
 Microsoft
 Rio
 SanDisk
5-23
Purchase Decision
Evaluative Criteria
Capacity
Durability
Battery life
Ease of obtaining and loading music
5-24
Postpurchase Evaluation
Cognitive Dissonance
Was it worth the money?
Will it last as long as my old one?
Could I have found a better price?
5-25

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