《市场营销专业英语教程》（第15版）课件2019营销英语chapter03

《市场营销专业英语教程》(第15版)（专门用途英语系列教材）Chapter3ConsumerBehavior2Contents:SocialInfluencesonConsumerDecisionMakingMarketingInfluencesonConsumerDecisionMakingSituationalInfluencesonConsumerDecisionMakingPsychologicalInfluencesonConsumerDecisionMakingConsumerDecisionMaking3Pre-readingquestions:Whatareyourfavoritebrands?Whydoyoulikethem?Whatfactorswillyoutakeintoconsiderationinshopping?Describeoneofyourinterestingshoppingexperiencestoyourclassmates.4Lead-inThischapterbeginsbyreviewingsocial,marketing,andsituationalinfluencesonconsumerdecisionmaking.Theseprovideinformationthatcaninfluenceconsumers’thoughtsandfeelingsaboutpurchasingvariousproductsandbrands.Thischapterconcludesbydiscussingtheconsumerdecision-makingprocess.5Lead-in6

thepowerfuleffectsofthesocialenvironmentandpersonalinteractionsonhumanbehavior

Socialfactorsrelatedtoconsumerbehaviors：

CultureandSubcultureSocialClass

ReferenceGroupsandFamiliesTheycanhavebothdirectand­indirecteffectsonthebuyingprocessSocialInfluencesonConsumerDecisionMaking7

directeffects：directcommunicationbetweentheindividualandothermembersofsocietyconcerningaparticulardecision.

indirecteffects：theinfluenceofsocietyonanindividual’sbasicvaluesandattitudesaswellastheimportantrolethatgroupsplayinstructuringanindividual’spersonality.SocialInfluencesonConsumerDecisionMaking8

1.CultureandSubculture

Cultureisoneofthemostbasicinfluencesonanindividual’sneeds,wants,andbehavior,sinceallfacetsoflifearecarriedoutagainstthebackgroundofthesocietyinwhichanindividuallives.

Culturalvaluesaretransmittedthroughthreebasicorganizations:thefamily,religiousorganizations,andeducationalinstitutions

Marketingmanagersshouldadaptthemarketingmixtoculturalvaluesandconstantlymonitorvaluechangesanddifferencesinbothdomesticandglobalmarkets.SocialInfluencesonConsumerDecisionMaking9InlargenationssuchastheUnitedStates,thepopulationisboundtoloseasignificantamountofitshomogeneity,andthussubculturesarise.Inotherwords,therearesubculturesintheAmericanculturewherepeoplehavemorefrequentinteractionsthanwiththepopulationatlargeandthustendtothinkandactalikeinsomerespects.Subculturesarebasedonsuchthingsasgeographicareas,religions,nationalities,ethnicgroups,andage.SocialInfluencesonConsumerDecisionMaking10

SocialClassSocialclassesdeveloponthebasisofsuchthingsaswealth,skill,andpower.Thesinglebestindicatorofsocialclassisoccupation.

Formarketingpurposes,fourdifferentsocialclasseshavebeenidentified：upper,middle,working,lowerclasses

Differentclasseshavedifferentwants.Forthemarketingmanager,socialclassofferssomeinsightsintoconsumerbehaviorandispotentiallyusefulasamarketsegmentationvariable.SocialInfluencesonConsumerDecisionMaking11ReferenceGroupsandFamiliesreferencegroups:groupsthatanindividuallooksto(usesasareference)whenformingattitudesandopinions.Apersonnormallyhasseveralreferencegroupsorreferenceindividualsforvarioussubjectsordifferentdecisions.SocialInfluencesonConsumerDecisionMaking12Primaryreferencegroupsincludefamilyandclosefriends.

Secondaryreferencegroupsincludefraternalorganizationsandprofessionalassociations.

ReferenceindividualSocialInfluencesonConsumerDecisionMaking13

Ithasbeensuggestedthatthefamily,ratherthantheindividual,istherelevantunitforstudyingconsumerbehavior.Inaddition,ithasbeenrecognizedthattheneeds,income,assets,debts,andexpenditurepatternschangeoverthecourseofwhatiscalledthefamilylifecycle.

familylifecyclestages:single,married,marriedwithchildrenofdifferentagegroups,oldercouples,solitarysurvivors

lifecyclecombinestrendsinearningpowerSocialInfluencesonConsumerDecisionMaking14

Marketingstrategiesareoftendesignedtoinfluenceconsumerdecisionmakingandleadtoprofitableexchanges.Eachelementofthemarketingmix(product,price,promotion,place)canaffectconsumersinvariousways.MarketingInfluencesonConsumerDecisionMaking15

1.

ProductInfluences

attributesofproducts:brandname,quality,newness,complexity

physicalappearanceofproducts:packaging,labelinginformationOneofthekeytasksofmarketersistodifferentiatetheirproductsfromthoseofcompetitorsandcreateconsumerperceptionsthattheproductisworthpurchasing.SocialInfluencesonConsumerDecisionMaking16

2.

PriceInfluencesManyoftoday’svalue-consciousconsumersmaybuyproductsmoreonthebasisofpricethanotherattributes.Forsomeofferings,higherpricesmaynotdeterpurchasebecauseconsumers­believethattheproductsorservicesarehigherqualityoraremoreprestigious.SocialInfluencesonConsumerDecisionMaking17

3.

PromotionInfluences

PromotionMix:Advertising,salespromotions,salespeople,andpublicity.Itisimportantformarketerstodevisecommunicationsthat(1)offerconsistentmessagesabouttheirproductsand(2)areplacedinmediathatconsumersinthetargetmarketarelikelytouse.SocialInfluencesonConsumerDecisionMaking18

4.

PlaceInfluencesThemarketer’sstrategyfordistributingproductscaninfluenceconsumersinseveralways.First,productsthatareconvenienttobuyinavarietyofstoresincreasethechancesofconsumersfindingandbuyingthem.SocialInfluencesonConsumerDecisionMaking19Second,productssoldinexclusivemaybeperceivedbyconsumersashavinghigherquality.Third,offering­productsbynonstoremethods,suchasontheInternetorincatalogs,cancreateconsumerperceptionsthattheproductsareinnovative,exclusive,ortailoredforspecifictargetmarkets.SocialInfluencesonConsumerDecisionMaking20Situationalinfluencescanbedefinedasallthosefactorsparticulartoatimeandplaceofobservationthathaveademonstrableandsystematiceffectoncurrentbehavior.5types:

1.Physicalfeatures:location,decor,sounds,aromas,lighting,weather,andvisibleconfigurations

2.Socialfeatures:Otherpersonspresent,theircharacteristics,theirapparentrolesandinterpersonalinteractions.SituationalInfluencesonConsumerDecisionMaking213.Time:e.g.timesincelastpurchase,timesinceoruntilmealsorpaydays,andtimeconstraints.

4.Taskfeatures:intentorrequirement.e.g.shoppingforasmallapplianceasaweddinggiftforafriendisinadifferentsituationthanwhenshoppingforasmallapplianceforpersonaluse5.Currentconditions:Thesearemomentarymoods(suchasacuteanxiety,pleasantness,hostility,andexcitation)ormomentaryconditions(suchascashonhand,fatigue,andillness)ratherthanchronicindividualtraits.SituationalInfluencesonConsumerDecisionMaking22Psychologicalfactorsinfluencehowthisinformationisinterpretedandusedandhowitimpactstheconsumer­decision-makingprocess.Twomostimportantpsychologicalfactors:productknowledgeandproductinvolvement.PsychologicalInfluencesonConsumerDecisionMaking23Productknowledgereferstotheamountofinformationaconsumerhasstoredinherorhismemoryaboutparticularproductclasses,productforms,brands,models,andwaystopurchasethem.

Theinitiallevelofproductknowledgemayinfluencehowmuchinformationissoughtwhendecidingtomakeapurchase.Productknowledgeinfluenceshowquicklyaconsumergoesthroughthe­decision-makingprocess.PsychologicalInfluencesonConsumerDecisionMaking24Productinvolvementreferstoaconsumer’sperceptionoftheimportanceorpersonal­relevanceofanitem.Productinvolvementinfluencesconsumerdecisionmakingintwoways:First,ifthepurchaseisforahigh-involvementproduct,consumersarelikelytodevelopahighdegreeofproductknowledgesothattheycanbeconfidentthattheitemtheypurchaseisjustrightforthem.Second,ahighdegreeofproductinvolvementencouragesextensivedecisionmakingbyconsumers,whichlikelyincreasesthetimeittakestogothroughthedecision-makingprocess.PsychologicalInfluencesonConsumerDecisionMaking25

Therearethreetypesofdecisionmaking,whichvaryintermsofhowcomplexorexpensiveaproductisandhowinvolveda­consumerisinpurchasingit.

ExtensivedecisionmakingLimiteddecisionmakingRoutinedecisionmakingConsumerDecisionMaking26

Extensivedecisionmakingrequiresthemosttimeandeffortsincethepurchaseinvolvesahighlycomplexorexpensiveproductthatisimportanttotheconsumer.

e.g.buyingcars,housesMarketersshouldprovideconsumerswithfactualinformationthathighlightscompetitiveadvantagesforsuchhigh-involvementproducts.ConsumerDecisionMaking27Limiteddecisionmakingismoremoderatebutstillinvolvessometimeandeffortsearchingforandcomparingalternatives.e.g.buyingclothes(shopseveralstorescomparingbrandsandstyles)

Marketersoftenuseeye-catchingadvertisingandin-storedisplaystomakeconsumersawareoftheirproductsandencourageconsumerstoconsiderbuyingthem.ConsumerDecisionMaking28Routinedecisionmakingisthemostcommontypeandthewayconsumerspurchasemostpackagedgoods.Suchproductsaresimple,inexpensive,andfamiliar;andconsumersoftenhavedevelopedfavoritebrandsthattheypurchasewithoutmuchdeliberation.e.g.buyingeverydayitems(newspaper,salt)

Marketersoftenusecelebrityspokespeopleandothernon-product-relatedcuestoencouragepurchases.ConsumerDecisionMaking29ConsumerDecisionMaking30NeedRecognition

Thestartingpointinthebuyingprocessistheconsumer’srecognitionofanunsatisfiedneed.Anynumberofeitherinternalorexternalstimulimayactivateneedsorwantsandrecognitionofthem.

Maslow’shierarchyofneeds:Physiologicalneeds,Safetyneeds,Belongingnessandloveneeds,Esteemneeds,Self-actualizationneeds.

ConsumerDecisionMaking31AlternativeSearch

Onceaneedisrecognized,theindividualthensearchesforalternativesforsatisfyingtheneed.Theindividualcancollectinformationfromfivebasicsourcesforaparticularpurchasedecision.1.Internalsources.Tosearchthroughstoredinformationandexperienceisinhisorhermindfordealingwiththeneed.Thisisquitecommonforroutineorhabitualpurchases.ConsumerDecisionMaking322.Gmunicationwithotherpeople,suchasfamily,friends,neighbors,andacquaintances.3.Marketingsources.advertising,salespeople,dealers,packaging,anddisplays.Generally,thisistheprimarysourceofinformationaboutaparticularproduct.purchase.ConsumerDecisionMaking334.Publicsources.publicity,suchasanewspaperarticleabouttheproduct,andindependentratingsoftheproduct,suchasConsumerReports.5.Experientialsources.handling,examining,andperhapstryingtheproductwhileshopping.ConsumerDecisionMaking34AlternativeEvaluationtheconsumerevaluatesalternativesonthebasisofwhatheorshehaslearned.PurchaseDecisiontheactualpurchaseisacommonresultofsearchandevaluation.apurchaseinvolvesmanydecisions,whichincludeproducttype,brand,model,dealerselection,andmethodofpaymentConsumerDecisionMaking35PostpurchaseEvaluationpostpurchasesatisfaction:theindividualfindsthataparticularproductfulfillstheneedforwhichitwaspurchased.postpurchasedissonance:theindividualhasdoubtsandsecondthough