Marketing Management: 6 Analyzing Consumer Markets
Marketing Management: 6 Analyzing Consumer Markets
Marketing Management: 6 Analyzing Consumer Markets
14th edition
6
Analyzing
Consumer Markets
Kotler
Keller
Cultural
Cultural Factors
Factors
Social
Social Factors
Factors
Personal
Personal Factors
Factors
CHP: 6&7-2
Culture
CHP: 6&7-3
Subcultures
Nationalities
Nationalities
Religions
Religions
Racial
Racial groups
groups
Geographic
Geographic regions
regions
Special
Special interests
interests
CHP: 6&7-4
Social Classes
Upper uppers
Lower uppers
Upper middles
Middle class
Working class
Upper lowers
Lower lowers
CHP: 6&7-5
CHP: 6&7-6
Social Factors
Reference
groups
Family
Social
roles
Statuses
CHP: 6&7-7
Reference Groups
Membership
Membership groups
groups
Primary
Primary groups
groups
Secondary
Secondary groups
groups
Aspirational
Aspirational groups
groups
Dissociative
Dissociative groups
groups
CHP: 6&7-8
Family
Family of Orientation
Religion
Politics
Economics
Family of Procreation
Everyday buying
behavior
CHP: 6&7-9
Personal Factors
Age
Selfconcept
Life cycle
stage
Lifestyle
Occupation
Values
Wealth
Personality
CHP: 6&7-10
Behavior changes
according to life
cycle stage
Family
Psychological
Critical life events
CHP: 6&7-11
Lifestyle Influences
Multi-tasking
Time-starved
Money-constrained
CHP: 6&7-12
CHP: 6&7-13
Motivation
Perception
Learning
Memory
CHP: 6&7-14
Motivation
Freuds
Theory
Maslows
Hierarchy
of Needs
Herzbergs
Two-Factor
Theory
Behavior
is guided by
subconscious
motivations
Behavior
is driven by
lowest,
unmet need
Behavior is
guided by
motivating
and hygiene
factors
CHP: 6&7-15
Perception
Selective Attention
Selective Retention
Selective Distortion
Subliminal Perception
CHP: 6&7-16
Sources of Information
Personal
Commercial
Public
Experiential
CHP: 6&7-18
Successive Sets
CHP: 6&7-19
Evaluation of Attributes
CHP: 6&7-20
CHP: 6&7-21
Perceived Risk
Functional
Functional
Physical
Physical
Financial
Financial
Social
Social
Psychological
Psychological
Time
Time
CHP: 6&7-22
Other Theories of
Consumer Decision Making
Involvement
Elaboration
Likelihood Model
Low-involvement
marketing
strategies
Variety-seeking
buying behavior
Decision Heuristics
Availability
Representativeness
Anchoring and
adjustment
CHP: 6&7-23
Attitudes
A predisposition to respond in a
consistently favorable or unfavorable
way
An individuals affective reaction to or
overall evaluation of an object, person,
action, or concept
CHP: 6&7-24
Involvement
Involvement Profile:
Personal interest in a product category
Importance of negative consequences
Probability of making a mistake
Pleasure value of the product category
Sign value of the product category
How closely the product is related to the self
CHP: 6&7-25
ELM
Persuasion = f (Elaboration)
Elaboration = f (Motivation, Ability)
Motivation
Involvement
Need for cognition
Ability
Capacity
Timing
Repetition
Distraction
CHP: 6&7-26
High Elaboration
Extensive IP
Extensive time
Extensive mental capacity
Extensive motivation
Controlled thinking
Deep thinking
Systematic thinking
Effortful analysis
Low Elaboration
Limited IP
Limited time
Limited mental capacity
Limited motivation
Automatic thinking
Shallow thinking
Heuristic thinking
Mindless analysis
CHP: 6&7-27
CHP: 6&7-28
The Source
Source effects: A message will have different effects if
communicated by a different source.
Two important source characteristics:
Credibility and Attractiveness
Source credibility: A sources perceived expertise, objectivity, or
trustworthiness.
Attractiveness: A sources perceived likeability, similarity,
celebrity.
CHP: 6&7-29
The Message
Message Strength
Relevancy
Objectivity
Verifiability
CHP: 6&7-30
MARKETING MANAGEMENT
14th edition
7
Analyzing
Business Markets
Kotler
Keller
Organizational Buying
CHP: 6&7-32
Derived demand
Inelastic demand
Fluctuating demand
Geographically
concentrated buyers
Direct purchasing
CHP: 6&7-33
Buying Situation
Straight
Straight rebuy
rebuy
Modified
Modified rebuy
rebuy
New
New task
task
CHP: 6&7-34
CHP: 6&7-36