Introduction to Consumer Behavior

1
Introduction to Consumer Behavior
2
Overview of the Course

• Syllabus and course expectations
• On the web at
• http//www.personal.kent.edu/lmarks/
• And on Vista (http//vista.kent.edu/)

3
The Importance of Understanding Consumer Behavior

1. Set up an understanding of the topic
2. Demonstrate how it is important to Marketing
3. Show the complexities of understanding consumer
   behavior

4
Consumers in the Context of The Marketing
Environment
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Consumers in the Context of The Marketing
Environment
Competition
Economic
Legal
Political
Social
Technology
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Consumers in the Context of The Marketing
Environment
Competition
Economic
PROMOTION
Legal
Political
PRODUCT
PLACE
PRICE
Social
Technology
7
Consumers in the Context of The Marketing
Environment
Competition
Economic
PROMOTION
Legal
Political
PRODUCT
CONSUMER
PLACE
PRICE
Social
Technology
8
Consumers in the Context of Marketing Strategy
THE MARKET
9
Consumers in the Context of Marketing Strategy
THE MARKET
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10
Consumers in the Context of Marketing Strategy
THE MARKET
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Market Segmentation and Target Marketing
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11
The Marketing System
MANUFACTURER
R A W M A T E R I A L S
C F O I N N S A U L M E R
WHOLESALER
RETAILER
Support Services
12
The Marketing Concept

• Marketing Oriented Firms Seek To
• Satisfy Consumers
• NEEDS, WANTS, and DESIRES
• At a PROFIT
• Through an Integrated Effort of the Firm

13
A SIMPLE Example