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 Describe two types of consumers of interest to marketers. 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

The study of consumers and how they make decisions is called? Advertising Consumer Behavior Psychology The Marketing Concept Exit Ticket On a scratch piece of paper, determine the best answer.

Exit Ticket _________ consumers buy goods and services to produce and market other goods and services for resale. On a scratch piece of paper, determine the best answer.

A culturally defined way to full a need is a __________. Exit Ticket Want Desire Buying Behavior Purchasing Factor Exit Ticket On a scratch piece of paper, determine the best answer.

According to Maslow, everyone must satisfy ________ needs? Exit Ticket According to Maslow, everyone must satisfy ________ needs? Self-Actualization Social Security Physiological On a scratch piece of paper, determine the best answer.

Exit Ticket 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.