Buying Behavior: The Final Consumer and the Business-to-Business Consumer

1. Your host: David J. Urban Professor of Marketing Virginia Commonwealth University Buying Behavior: The Final Consumer and the Business-to-Business Consumer To Accompany Basic Marketing, 14th Edition by William D. Perreault, Jr. and E. Jerome McCarthy

2. Marketing Strategy Planning Process Narrowing down to focused strategy with quantitative and qualitative screening criteria Customers Needs and other Segmenting Dimensions Targeting & Segmentation S. W. O. T. Company Mission, Objectives, & Resources Positioning & Differentiation Competitors Current & Prospective External Market Environment Technology Political & Legal Social & Cultural Economic

3. U. S. Population Trends Key Domestic Trends Birthrate

4. U. S. Population Trends Key Domestic Trends Birthrate Aging Population

5. U. S. Population Trends Key Domestic Trends Birthrate Household Composition Aging Population

6. U. S. Population Trends Shifts to Suburban Areas Key Domestic Trends Birthrate Household Composition Aging Population

7. U. S. Population Trends Regional Differences Shifts to Suburban Areas Key Domestic Trends Birthrate Household Composition Aging Population

8. Median Income Growth Buying Behavior Accurate Target Growth Rate Ethnic Dimensions of the U. S. Market

9. Growth Identifying Potential International Markets Focus: Rate of Growth

10. Growth Identifying Potential International Markets Concentration Focus: Rate of Growth Focus: Population Density

11. Growth Identifying Potential International Markets Concentration Focus: Rate of Growth Literacy Focus: Population Density Communication Concerns Focus :

12. Growth Identifying Potential International Markets Concentration Focus: Rate of Growth Literacy Focus: Population Density Money Communication Concerns Focus : Focus: Focus : Relative Buying Power

13. Psychological Influences Motivation Perception Learning Attitude Personality/Lifestyle A Model of Buying Behavior Marketing Mixes All Other Stimuli Person Making Decision

14. Social Influences Family Social Class Reference Groups Culture A Model of Buying Behavior Marketing Mixes All Other Stimuli Psychological Influences Motivation Perception Learning Attitude Personality/Lifestyle Person Making Decision

15. Purchase Situation Purchase Reason Time Surroundings Problem-Solving Process Person Does or Does Not Purchase (Response) A Model of Buying Behavior Marketing Mixes All Other Stimuli Social Influence Psychological Variables Motivation Perception Learning Attitude Personality/Lifestyle Family Social Class Reference Groups Culture Person Making Decision

16. Physiological Needs The PSSP Hierarchy of Needs

17. Safety Needs The PSSP Hierarchy of Needs Physiological Needs

18. Social Needs The PSSP Hierarchy of Needs Safety Needs Physiological Needs

19. Personal Needs Social Needs Safety Needs The PSSP Hierarchy of Needs Physiological Needs

20. Needs Translate to Advertising

21. Drive The Learning Process

22. Drive Cues The Learning Process

23. Drive Response Reinforcement The Learning Process Cues

24. The Importance of Attitudes

25. Lifestyle Dimensions Activities Interests Lifestyle Segment Profile Opinions

26. Lifestyle Influences

27. Social Influences Key Social Influences Culture

28. Social Influences Key Social Influences Culture Social Class

29. Social Influences Key Social Influences Culture Reference Groups Social Class

30. Family Decision Making Opinion Leaders Social Influences Key Social Influences Culture Reference Groups Social Class

31. Family Influences

32. Awareness Focus: Need to Satisfy Consumer Problem Solving

33. Awareness Gathering Information Focus: How Products Fill Needs Consumer Problem Solving Focus: Need to Satisfy

34. Awareness Evaluating Alternatives Focus: Ranking Products Consumer Problem Solving Gathering Information Focus: Need to Satisfy Focus: How Products Fill Needs

35. Awareness Choosing a Solution Selecting a Product Solution Focus : Consumer Problem Solving Gathering Information Focus: Need to Satisfy Evaluating Alternatives Focus: How Products Fill Needs Focus: Ranking Products

36. Awareness Evaluating the Decision Focus : How Did It Work Out? Consumer Problem Solving Gathering Information Focus: Need to Satisfy Evaluating Alternatives Focus: How Products Fill Needs Choosing a Solution Focus: Ranking Products Selecting a Product Solution Focus :

37. Types of Consumer Decisions High involvement Infrequently purchased Expensive High risk Much information desired Extensive Problem Solving Low Involvement High Involvement Involvement Continuum

38. Types of Consumer Decisions High involvement Infrequently purchased Expensive High risk Much information desired Low involvement Frequently purchased Inexpensive Little risk Little information needed Routinized Response Behavior Extensive Problem Solving Low Involvement High Involvement Involvement Continuum

39. Types of Consumer Decisions High involvement Infrequently purchased Expensive High risk Much information desired Low involvement Frequently purchased Inexpensive Little risk Little information needed Routinized Response Behavior Limited Problem Solving Extensive Problem Solving Low Involvement High Involvement Involvement Continuum

40. Types of Organizational Buyers Manufacturers Retailers & Wholesalers Service Producers Governments

41. Buying Centers Buyers Buying Center

42. Buying Centers Buyers Buying Center Users Influencers

43. Buying Centers Buyers Buying Center Gatekeepers Users Deciders Influencers

44. Basic Methods in Organizational Buying Inspection Sampling Basic Methods Negotiated Contracts Description

45. New-Task Buying Much Much Much Much Organizational Buying Processes Characteristics Type of Process Time Required Multiple Influences Review of Suppliers Information Needed

46. Modified Rebuy Medium Some Some Some Organizational Buying Processes Characteristics Type of Process New-Task Buying Time Required Much Multiple Influences Much Review of Suppliers Much Information Needed Much

47. Straight Rebuy Little Little None Little Organizational Buying Processes Characteristics Type of Process New-Task Buying Modified Rebuy Time Required Much Medium Multiple Influences Much Some Review of Suppliers Much Some Information Needed Much Some

48. Information Sharing Operational Linkage Cooperation Social Influences Key Dimensions

49. Relationship Specific Adaptations Legal Bonds Buyer-Supplier Relationships Information Sharing Operational Linkage Cooperation Key Dimensions

50. Marketing Strategy Planning Process Narrowing down to focused strategy with quantitative and qualitative screening criteria Customers Needs and other Segmenting Dimensions Targeting & Segmentation S. W. O. T. Company Mission, Objectives, & Resources Positioning & Differentiation Competitors Current & Prospective External Market Environment Technology Political & Legal Social & Cultural Economic