Synopsis of Consumer Behavior MKT 750 Professor West.

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Presentation transcript:

Synopsis of Consumer Behavior MKT 750 Professor West

Adopting a Customer Orientation Your goal should be to build strong bonds with your customers by servicing them better than any of your competitors

Adopting a Customer Orientation Understand their currently identified, and unidentified needs and desires Solicit input early and often in the design and marketing of goods and services Monitor customer attitudes and beliefs, as well as industry and demographic trends

Adopting a Customer Orientation Deliver on your promises Listen carefully to your customers Clearly communicate what you have to offer and how it will meet their needs Manage customer expectations by not overselling Let your customers become your missionaries rather than your terrorists

5 Preferences & Beliefs Need Recognition Search Evaluation Purchase Decision Post-Purchase Feelings Essential Tools:

6 Preferences & Beliefs Need Recognition Search Evaluation Purchase Decision Post-Purchase Feelings Essential Tools: multi-attribute attitude measurement and change

7 Preferences & Beliefs Need Recognition Search Evaluation Purchase Decision Post-Purchase Feelings Essential Tools: communication & reminders

Essential Tools: Exposure Attention Comprehension Acceptance Retention

Essential Tools: Exposure Attention Comprehension Acceptance Retention challenging today

Essential Tools: Exposure Attention Comprehension Acceptance Retention use it well once you have it

Essential Tools: Exposure Attention Comprehension Acceptance Retention involvement is key

Essential Tools: Exposure Attention Comprehension Acceptance Retention source credibility

Essential Tools: Exposure Attention Comprehension Acceptance Retention understanding memory

14 Preferences & Beliefs Need Recognition Search Evaluation Purchase Decision Post-Purchase Feelings Essential Tools: communication & reminders

15 Preferences & Beliefs Need Recognition Search Evaluation Purchase Decision Post-Purchase Feelings Essential Tools: creating brand awareness/recognition

16 Preferences & Beliefs Need Recognition Search Evaluation Purchase Decision Post-Purchase Feelings Essential Tools: sources of influence

17 Preferences & Beliefs Need Recognition Search Evaluation Purchase Decision Post-Purchase Feelings Essential Tools: decision rules/ when & where

18 Preferences & Beliefs Need Recognition Search Evaluation Purchase Decision Post-Purchase Feelings Essential Tools: customer satisfaction and loyalty

Secrets to Success Learning never ends Stay on top of industry trends Monitor demographic shifts and lifestyle changes Do your best… At servicing your customers…they will pay you back many fold in return with loyal patronage As an employee…to make a positive difference in others lives To enjoy what you do…its contagious!