Professional Documents
Culture Documents
PART 4 . . . . . . . . . . . . . . . . . . . . . . . .
Chapter 10
Understanding Marketing
Processes and Consumer
Behavior
Copyright 2003 Prentice Hall, Inc.
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10 - 3
Key Topics
Definition of marketing
The external marketing environment
Segmentation and target marketing
The consumer buying process
Organizational markets and buying behavior
Consumer and industrial products
Branding and packaging
Copyright 2003 Prentice Hall, Inc.
10 - 4
What Is Marketing?
Planning and executing the conception, pricing,
promotion, and distribution of ideas, goods, and
services to create exchanges that satisfy individual
and organizational objectives
OR
Finding a need and filling it!
Copyright 2003 Prentice Hall, Inc.
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Services
Ideas
Relationship marketing
emphasizes lasting
relationships with
customers and suppliers
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Political
& Legal
Environment
Competitive
Environment
Environment
Technological
Environment
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International competition
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Marketing Mix
The Four Ps
roduct
ricing
lace
(Distribution)
Copyright 2003 Prentice Hall, Inc.
romotion
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Advertising
Sales
Promotions
Personal
Selling
Public
Relations
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Target Marketing
Selecting a category of
customers with similar wants
and needs who are likely to
respond to the same products
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Geographic Demographic
Variables
Variables
Psychographic
Variables
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Consumer Behavior
Why do
consumers
purchase and
consume
products?
Psychological Influences
Personal Influences
Social Influences
Cultural Influences
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Problem
Recognition
Personal
Information
Seeking
Social
Evaluation of
Alternatives
Purchase
Decision
Cultural
Postpurchase
Evaluation
Marketing Factors
Product
Copyright 2003 Prentice Hall, Inc.
Pricing
Promotion
Place
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Organizational Markets
Industrial
Market
Reseller
Market
Government &
Institutional Market
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Benefits
The results of using
those products
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Classifying Products
Consumer
Industrial
Convenience Goods
Expense Items
Shopping Goods
Capital Items
Specialty Goods
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Product Offerings
Product Line
A group of similar products, intended for similar
buyers, who will use them in similar ways.
Product Mix
The total group of products that a company offers
for sale.
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Types of Brands:
National Brands
Licensed Brands
Private Brands
Copyright 2003 Prentice Hall, Inc.
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6. Intel
2. Microsoft
7. Disney
3. IBM
8. Ford
4. GE
9. McDonalds
5. Nokia
10.AT&T
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Losing Value
Starbucks
+32%
Xerox
-38%
Samsung
+22%
Amazon.com -31%
Yahoo!
-31%
GE
+11%
Duracell
-30%
Guinness
+11%
Ford
-17%
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Product Packaging
Attracts consumers
Displays brand name
Protects contents
Supplies information
Communicates features
and benefits
Provides features and
benefits (e.g. easy pour
spout)
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PROMOTION
DISTRIBUTION
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Products
Pricing
Promotion
Distribution
Copyright 2003 Prentice Hall, Inc.
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Chapter Review
Define marketing
Describe the forces of the external marketing
environment
Explain market segmentation and target
marketing
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Chapter Review
Define product and distinguish between
consumer and industrial products
Explain the importance of branding and
packaging
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