4“Remember Me?”I'm the fellow who goes into a restaurant, sits down and patiently waits while the waitresses do everything but take my order. I'm the fellow who goes into a department store and stands quietly while the sales clerks finish their little chitchat. I'm the man who drives into a gasoline station and never blows his horn, but waits patiently while the attendant finishes reading his comic book."Yes, you might say, I'm a good guy. But do you know who else I am? I am the fellow who never comes back, and it amuses me to see you spending thousands of dollars every year to get me back into your store, when I was there in the first place, and all you had to do to keep me was to give me a little service; show me a little courtesy.“Source: From a Better Business Bureau bulletin submitted by An Arkansas Reader to Dear Abby
6Defining Consumer Behavior Consumer Behavior is the Process Involved When Individuals or Groups Select, Use, or Dispose of Products, Services, Ideas or Experiences (Exchange) to Satisfy Needs and Desires.
9Consumers’ Impact on Marketing Strategy Understanding consumer behavior is good business.Firms exist to satisfy consumers’ needs, soFirms must understand consumers needs to satisfy them.The Process of Marketing Segmentation:Identifies Groups of Consumers Who are Similar to One Another in One or More Ways, andDevises Marketing Strategies that Appeal to One or More of These Groups.
10Segmenting Consumers by Demographic Dimensions Demographics are Statistics That Measure Observable Aspects of a Population Such As:GeographyAgeRace andEthnicityGenderSocial Classand IncomeFamily Structure
11Consumers’ Impact On Marketing Strategy: Building Bonds With Consumers Relationship Marketing occurs when a company makes an effort to interact with customers on a regular basis, and gives them reasons to maintain a bond with the company over time.Database Marketing involves tracking consumers’ buying habits very closely, and crafting products and messages tailored precisely to people’s wants and needs based on this information.
13Marketing’s Impact on Consumers: The Meaning of Consumption Self-Concept AttachmentHelps to Establish the User’s IdentityNostalgic AttachmentServes as a Link With a Past SelfInterdependencePart of the User’s Daily RoutineLoveElicits Bonds of Warmth, Passion, or OtherStrong EmotionTypes of Relationships a Person May Have With a Product:
14Marketing’s Impact on Consumers Marketing and CulturePopular CultureIntangible and Tangible ObjectsThe Global ConsumerGlobal Consumer CultureVirtual ConsumptionBusiness to Consumer Selling (B2C Commerce)Consumer to Consumer Selling (B2B Commerce)Virtual Brand CommunitiesBlurred Boundaries: Marketing and Reality
15Marketing EthicsBusiness Ethics are Rules of Conduct That Guide Actions in the Marketplace - the Standards Against Which Most People in a Culture Judge What is Right and What is Wrong, Good or Bad.
16The Dark Side of Consumer Behavior Compulsive ConsumptionBehavior is Not Done by ChoiceGratification is Short-LivedStrong Feelings of Regret or Guilt AfterwardsIllegal ActivitiesConsumer Theft (Shrinkage)Anti-consumptionCulture JammingCultural ResistanceConsumed ConsumersPeople Who Are Exploited forCommercial Gain in theMarketplace.Addictive ConsumptionGambling