In this chapter, we dig deeper into steps two and three of the marketing process: designing customer-driven marketing strategies and constructing marketing programs. First, we look at the organization’s overall strategic planning, which guides marketing strategy and planning. Next, we discuss how, guided by the strategic plan, marketers partner closely with others inside and outside the firm to create value for customers. We then examine marketing strategy and planning how marketers choose target markets, position their market offerings, develop a marketing mix, and manage their marketing programs. Finally, we look at the important step of measuring and managing return on marketing investment (marketing ROI). | LECTURE 8 Consumer Markets and Consumer Buyer Behavior Part-1 Copyright 2012 Pearson Education Inc. 1- 1- 11 Publishing as Prentice Hall Topic Outline Model of Consumer Behavior Characteristics Affecting Consumer Behavior Types of Buying Decision Behavior The Buyer Decision Process Copyright 2012 Pearson Education Inc. The Buyer Decision Process for New Products Publishing as Prentice Hall 1- 2 Consumer Behavior Consumer Behavior is the study of how individuals groups and organizations select buy use amp dispose of goods services ideas or experiences to satisfy their needs and wants. Copyright 2012 Pearson Education Inc. 1- 3 Publishing as Prentice Hall Consumer Behavior Consumer Behavior is the study of how individuals groups and organizations select buy use amp dispose of goods services ideas or experiences to satisfy their needs and wants. Copyright 2012 Pearson Education Inc. 1- 4 Publishing as Prentice Hall Model of Consumer Behavior Consumer buyer behavior The buying behavior of final consumers individuals and households who buy goods and services for personal consumption Consumer market All of the personal consumption of final consumers Copyright 2012 Pearson Education Inc. 1- 5 Publishing as Prentice Hall Consumer Buying Process Problem recognition Information search Evaluation of alternatives Purchase decision Post purchase behavior Copyright 2012 Pearson Education Inc. 1- 6 Publishing as Prentice Hall Model of Consumer Behavior Copyright 2012 Pearson Education Inc. 1- 7 Publishing as Prentice Hall Characteristics Affecting Consumer Behavior Factors Influencing Consumer Behavior Copyright 2012 Pearson Education Inc. 1- 8 Publishing as Prentice Hall Characteristics Affecting Consumer Behavior Culture is the learned values perceptions wants and behavior from family and other important institutions Copyright 2012 Pearson Education Inc. 1- 9 Publishing as Prentice Hall Characteristics Affecting Consumer Behavior Subculture are groups of people within a .
