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Chapter 5 Marketing and Consumer Behavior: The Foundations of Advertising. Chapter Overview. The marketing process and the role of advertising and other marketing communications tools. Chapter Objectives. Define marketing & explain advertising’s role in the market.
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Chapter Overview The marketing process and the role of advertising and other marketing communications tools
Chapter Objectives Define marketing & explain advertising’s role in the market Outline the consumer perception process & explain why “perception is everything” Discuss product utility and the link between utility and consumer needs Describe motives behind consumer purchases Discuss influenceson consumer behavior Identify key participantsin the marketing process Explain how advertisers deal with cognitive dissonance
Marketing Context of Advertising Marketing Conception Pricing Promotion Distribution Advertising
Customer Needs / Product Utility Needs Utility Functional Psychological Place Time Possession Task Form
Goal of Marketing & Advertising Perception Exchange Satisfaction
Marketing Participants: Customers Currentcustomers Prospectivecustomers Centers ofinfluence TotalMarket
Market Types Transnational or Global Regional or National Local Consumer Business Government
Marketing Participants: Market Customers Marketers Markets
Consumer Perception Process French advertiser SHS capitalizes on young consumers’ self-perception
Consumer Behavior:Results of Learning Loyalty Habit Interest Attitude
Consumer Motivation Process Needs, basic & instinctive Wants, learned during lifetime Motivation: underlying forces driving decisions
Consumer Motivation Process Taco Bell hints at several levels of needs
Consumer Motivation Rossiter & Percy’s Fundamental Motives Negative Motives: problem removal or avoidance Positive Motives: benefit, bonus, or reward
Consumer Motivation Negative motivationin Kids and Cars ad urges readers to adopt safe behaviors
Influences on Consumer Behavior Nonpersonal Interpersonal Family Time Society Place of Sale Reference Groups & Opinion Leaders Environment
Nonpersonal Influences on Behavior U.S. Army ad focused on a Spanish- speaking audience
Purchase Decision • Evoked Set: mp3 Players • Apple • Microsoft • Rio • SanDisk
Purchase Decision • Evaluative Criteria • Capacity • Durability • Battery life • Ease of obtaining and loading music
Postpurchase Evaluation • Cognitive Dissonance • Was it worth the money? • Will it last as long as my old one? • Could I have found a better price?