1. Marketing Starts with Customers
Chapter 6

2. 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?

3. Understand Consumer Behavior
6.1

4. Learning Objectives
Describe two types of consumers of interest to marketers.
Demonstrate an understanding of consumers’ wants and needs.

5. 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

6. 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

7. 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

8. 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.

9. 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.

10. Maslow’s Hierarchy of needs

11. 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

12. 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.

13. 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.

14. 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.

15. 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.

16. 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.