1. MARKETING STARTS WITH CUSTOMERS
CHAPTER 06
2/22/2018
CHAPTER 6
MARKETING STARTS WITH CUSTOMERS
6-1 Understanding Consumer Behavior
6-2 What Motivates Buyers?
6-3 Influencing Consumer Decisions
Chapter 6
MARKETING

2. Chapter 6 Focus Questions:
Is the advertising appealing to children, parents, or both? In what ways?
What is appealing about the product that would influence parents to purchase Dimetapp Cold & Allergy rather than another brand of medication?
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Chapter 6

3. UNDERSTANDING CONSUMER BEHAVIOR
6-1
UNDERSTANDING CONSUMER BEHAVIOR
GOALS
Describe the importance of understanding consumer behavior.
Demonstrate an understanding of consumers’ wants and needs.
Chapter 6

4. Consumer Behavior
Final consumers
Business consumers
Chapter 6

5. Consumers’ Wants and Needs
A want is an unfulfilled desire.
A need is anything you require to live.
Chapter 6

6. Maslow’s Hierarchy of Needs
Self-Actualization
(to realize your potential)
Esteem
(respect and recognition)
Social
(friends, love, belonging)
Security
(physical safety and economic security)
Physiological
(food, sleep, water, shelter, air)
Chapter 6

7. 6-2 WHAT MOTIVATES BUYERS? GOALS
Distinguish the types of buying motives.
Describe the five steps of the consumer decision-making process.
Chapter 6

8. Motivation Emotional motives Rational motives Patronage motives
Chapter 6

9. The Consumer Decision-Making Process
Postpurchase Evaluation
Purchase
Alternative Evaluation
Information Search
Problem Recognition
Chapter 6

10. INFLUENCING CONSUMER DECISIONS
6-3
INFLUENCING CONSUMER DECISIONS
GOALS
Describe important influences on the consumer decision-making process.
Explain how consumers and businesses use each of the three types of decision making.
Chapter 6

11. Influences on Buying Decisions
Individual characteristics
Cultural and social environment
Chapter 6

12. Types of Decision-Making
Routine decision making
Limited decision making
Extensive decision making
Chapter 6

13. Marketers’ Response If the consumer considers alternatives
If the consumer is brand loyal
Chapter 6