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BA 7050 Chapter 5 & 6 Consumer & Organizational Behavior

BA 7050 Chapter 5 & 6 Consumer & Organizational Behavior. May 20, 2002. Update. Mission Statement handout Environmental Strat Rouge handout/trip Study Guide Emailed Exam - May 29 Field Trip to JWT - June 3, 6 pm. Guest Speaker - June 5, 6 pm - Fishbowl

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BA 7050 Chapter 5 & 6 Consumer & Organizational Behavior

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  1. BA 7050Chapter 5 & 6 Consumer & Organizational Behavior May 20, 2002

  2. Update • Mission Statement handout • Environmental Strat Rouge handout/trip • Study Guide Emailed Exam - May 29 • Field Trip to JWT - June 3, 6 pm. • Guest Speaker - June 5, 6 pm - Fishbowl • Room Situation - 2 Asst. Deans, 6 memos, no progress, ridiculous situation • Mall Trip - Somerset preferred to date • Carpooling from Campus • Greektown - Red Wings…Event Mkt

  3. Question: How does Consumer and Business Behavior Differ??? Examples

  4. Types of Consumer Decisions • High Involvement - Complex or Simple? • Problem Identification Triggered • Desired State vs Actual (Hungry vs Satiated)

  5. Understanding Behavior • Whirlpool - hired cultural anthropologists to go in and study behavior to better design washers/dryers for male & kid use - color coded controls for ease of use • Cultural anthropology can spot trends developing or subtle change in behavior… • Social Factors - diversity mkt, multi-culturalism…reference groups

  6. Model of Buyer Behavior • Marketing Stimuli like 4Ps combines with other stimuli like economic, tech, political, cultural variables => then there is the buyer’s characteristics, social, personal, psych, cultural then buyer decision process all before the actual decision is made… • Aspirational groups, dissociative groups • Opinion leaders • Victoria Secret vs Abercrombie & Fitch • Roles & Status

  7. Psychographics • VALS System • Actualizers (high resources/high innovation) • Principle Oriented (fulfilled, believers) • Status Oriented (achievers, strivers) • Action Oriented (experiencers, makers) • Strugglers (low resources/low innovation) • www.future.sri.com • Motivational state mouse potato or techno striver - pessimist or optimist?

  8. Complex Process • Problem Identification • Information Search • Evaluation of Alternatives • Purchase • Post-Purchase • Traveling to Alaska • or New Zealand • far more complex • than lunch….

  9. Influence Factors • Product, Situational, Personal Factors • Evaluation of Alternatives - Choices • Evoked Set & Product Attributes • Jazz Pub during Coup de Monde-Go France • Forming Attitudes - Alternative Brands/Cost • Post Purchase Dissonance

  10. Low Involvement Decision • Impulse, routine, inertia • Variety seeking behavior • Differences btw Hi/Lo • Perception/Memory • Selective Perception • Categorization • Integration • Stimulus->Response • Student Finals-Munich-Biergarten

  11. Attitudes & Needs • NYC vs DTW • Attitude /\ • Social Influence • Lifestyle • Subculture • Reference Group • Social Class • Family • Household

  12. Nature & Scope of Org Mkts • Demand Character • Mkt Demographics • Buyer-Seller Rel • Goods/Products • Resellers • Goods Producers • Service Producers • Governments • Military

  13. Organizational Buying Center • Purchasing Agent • Purchasing Mgr • Buying Center • Paris-Pavarotti Ex • Mkt Implications • Product Trademark Franchising • Business Format Franchising • Vertical Marketing System

  14. Types of Buying Situations • St. Pauli Beer • Reeperbalm Area • Newness of problem • & buying experience • Information needs • # of new alternative • products/suppliers • to consider

  15. Organizational Purchase Process • Recognition of Problem or Need===> • derived demand - reqs planning- prod specs • Search for Information Products/Suppliers=> • value analysis-make or buy dec-supplier info • Evaluation & Selection of Suppliers===> • vendor analysis -key vendor criteria • Purchase Decision=====> • purchasing contract - JIT etc. • Postpurchase Evaluation & Feedback===>

  16. Vendor/Suppliers • Vendor Analysis • Reciprocity • Relationship Strategic Alliance • Kmart Handleman, Meridian, etc. • Performance Evaluation/Feedback • Repeat Purchase Behavior • Logistics/EDI • Long Term Trust/Commitment

  17. Examples Discussion Qs • McDonalds & Simplot French Fries? • Mkt Research Rel...SpudMan on Campus • What are some of the ethical considerations of organizational decision making? • What are the marketing implications/comp? • How are Orgs & Consumers Different? • How are they the same?

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