Documente Academic
Documente Profesional
Documente Cultură
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Principle: Buyers may not be the users and users may not be the buyers. Buyers and users often have entirely different needs and wants.
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Cultural Influences
Norms and Values
Norms: a cultures boundaries for proper behavior Values: the source of norms, which represent underlying belief systems
Core Values:
1. 2. 3. 4. 5. 6. Sense of belonging Excitement Fun and enjoyment Warm relationships Self-fulfillment Respect from others 7. A sense of accomplishment 8. Security
Subcultures
Smaller groups of cultures defined by geography, age, values, language, traditions, or ethnic background
Corporate Culture
How various companies operate (formal vs. informal)
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Social Influences
Social Class
The position you and your family occupy within your society Determined by income, wealth, education, occupation, family prestige, value of home, and neighborhood
Reference Groups
Models for behavior such as teachers, religious or political figures, religious groups, ethnic organizations, your peers Provide information Means of personal comparison Offer guidance
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Social Influences
Family
Two or more people who are related by blood, marriage, or adoption and live in the same household Household: all those who occupy a dwelling, related or not. Lifestyle: your family situation, values, and income that determines how you spend your time and money
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Social Influences
Demographics
Statistical, social, and economic factors that characterize a population such as age, gender, education, income, occupation, race, and family size Identifies audiences and helps advertisers develop messages and select media U.S. Census Bureau collects demographic data every 10 years
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Psychological Influences
Perception and State of Mind
Your past experiences with a brand, what others say, and mental states affect behavior
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Psychological Influences
Motivations
Motive: an internal force that stimulates a certain behavior
Attitudes
Based on deeply held values, and resistant to change
Personality
Brand personalities can be created to make brands distinct from competitors.
Principle: Strategies that are designed to affect attitudes focus on establishing, changing, reinforcing, or replacing them.
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Psychological Influences
Psychographics
Activities: work, hobbies, social events, vacation, entertainment, shopping Opinions: self, social, future, political, business, culture, economics, education, Interests: family, home, job, food, media, achievements, recreation
Principle: Often, differences in consumer behavior lie in psychographicsconsumers interests and lifestyles rather than in demographics.
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Psychological Influences
Lifestyles
Looks at patterns of consumption, personal relationships and leisure activities. Yankelovich Monitors MindBase VALS Products are linked to lifestyles in the way they reflect the interests of people and the settings in which the products are used.
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Behavioral Influences
Usage Behavior
Usage rate: quantity of purchaselight, medium, heavy. Brand relationship: past, present or future use of product nonusers, ex-users, regulars, first-timers, switchers. Innovation and adoption: how willing people are to try something new. Perceived risk: what you have to gain or lose by trying something new.
Experiences
The experience of buying vs. acquiring the product itself. Our decisions are based on our experience with the brand.
Principle: In many product categories, 20 percent of the users buy 80 percent of the products.
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Low-involvement or high-involvement
In low involvement, theres little or no information search
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create desire establish a psychological appeal create brand familiarity remind of satisfaction
impulse habit
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Targeting
Identifying the group that might be the most profitable audience and the most likely to respond to marketing communications messages.
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Market segmentation
Marketers recognize consumer differences and adjust strategies and messages accordingly (Diet Coke vs. Caffeine free Coke).
Target market
From these segments, marketers identify, evaluate, and select a group of people with similar needs and characteristics who are most likely to be in the market for the advertisers product.
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Types of Segmentation
Demographic segmentation Behavioral segmentation Life style segmentation Benefits segmentation Geographic segmentation Values and benefits-based Psychographic segmentation segmentation
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Sociodemographic Segments
Based on when you were born and lifestyle factors
Baby Boomers, Generation X, Generation Y, Echo boomers Gray Market (young seniors age 6075, older seniors 70+)
Niche Markets
Subsegments of a more general market defined by some distinctive trait Ecologically minded moms who dont use disposable diapers Skateboarders Classical music enthusiasts Educationally oriented senior travelers
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Targeting Issues
Ethical Issues Advertising potentially unhealthy products to specific segments like sugary foods to children. Emphasis on advertising to young consumers while ignoring Boomers in their power years. Microtargeting Using vast computer databanks of personal information to identify voters most likely to support one candidate or another. Used in swing states to identify potential supporters.
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Discussion Questions
Discussion Question 1
You are working as an intern at the Williams Russell Agency and the agency has just gotten a new account, a bottled tea named Leafs Alive that uses a healthy antioxidant formulation. The sale of bottled tea, as well as healthy products, is surging. Analyze your target market using the following questions:
What consumer trends seem to be driving this product development? What cultural, social, psychological and behavioral factors influence this market? Plot the consumer decision process that you think would best describe how people choose a product in this category. Choose one of the VALS or Yankelovich Monitors Mindbase groups that you think best describes the target market for this product. Explain your rationale.
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Discussion Question 2
Consider the social factors that influence consumer decisions. Identify two demographic or psychographic factors that you think would be most important to each of these product marketing situations: a. Full line of frozen family-style meals (for microwaving) that feature superior nutritional balances. b. Dairy product company (milk, cheese, ice cream) offering an exclusive packaging design that uses fully degradable containers. c. A new SUV that is lighter in weight and gets better gas mileage than the average SUV.
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Discussion Question 3
Analyze the decision making involved in choosing your college. a. Interview two of your classmates and determine what were the influences on their decision to attend this school? b. How did youand the people you interviewedgo about making this decision? Is there a general decision-making process that you can outline? Where are the points of agreement and where did you and your classmates differ in approaching this decision? c. Draw up a target audience profile for students attending your college. How does this profile differ from another school in your same market area? Prentice Hall, 2009
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Discussion Question 4
Five-minute debate: One of your classmates argues that the information-driven approach to a consumer decision sis absolutely the most important route and advertising strategies should focus on that type of situation Two other classmates disagree strongly: one argues that a feeling-driven approach is much more effective in generating a response, and the other says the only thing that counts is driving action, particularly sales. In class, organize into small teams with each team taking of the three positions. Set up a series of debates with each side having 1 1/2 minutes to argue its position. Every team of debaters must present new points not covered in the previous teams presentations until there are no arguments left to present. Then the class votes as a group on the wining point of view.
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