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Chapter 5 Marketing and Consumer Behavior: The Foundations of Advertising

Chapter 5 Marketing and Consumer Behavior: The Foundations of Advertising. Chapter Overview. The marketing process and the role of advertising and other marketing communications tools. Chapter Objectives. Define marketing & explain advertising’s role in the market.

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Chapter 5 Marketing and Consumer Behavior: The Foundations of Advertising

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  1. Chapter 5Marketing and Consumer Behavior: The Foundations of Advertising

  2. Chapter Overview The marketing process and the role of advertising and other marketing communications tools

  3. Chapter Objectives Define marketing & explain advertising’s role in the market Outline the consumer perception process & explain why “perception is everything” Discuss product utility and the link between utility and consumer needs Describe motives behind consumer purchases Discuss influenceson consumer behavior Identify key participantsin the marketing process Explain how advertisers deal with cognitive dissonance

  4. Marketing Context of Advertising Marketing Conception Pricing Promotion Distribution Advertising

  5. Customer Needs / Product Utility Needs Utility Functional Psychological Place Time Possession Task Form

  6. Goal of Marketing & Advertising Perception Exchange Satisfaction

  7. Marketing Participants: Customers Currentcustomers Prospectivecustomers Centers ofinfluence TotalMarket

  8. Market Types Transnational or Global Regional or National Local Consumer Business Government

  9. Marketing Participants: Market Customers Marketers Markets

  10. Consumer Behavior: Decision Process

  11. Consumer Perception Process

  12. Consumer Perception Process French advertiser SHS capitalizes on young consumers’ self-perception

  13. Consumer Behavior: Learning Theories

  14. Elaboration Likelihood Model

  15. Consumer Behavior:Results of Learning Loyalty Habit Interest Attitude

  16. Consumer Motivation Process Needs, basic & instinctive Wants, learned during lifetime Motivation: underlying forces driving decisions

  17. Consumer Motivation Process Taco Bell hints at several levels of needs

  18. Maslow’s Hierarchy of Needs

  19. Consumer Motivation Rossiter & Percy’s Fundamental Motives Negative Motives: problem removal or avoidance Positive Motives: benefit, bonus, or reward

  20. Consumer Motivation Negative motivationin Kids and Cars ad urges readers to adopt safe behaviors

  21. Influences on Consumer Behavior Nonpersonal Interpersonal Family Time Society Place of Sale Reference Groups & Opinion Leaders Environment

  22. Nonpersonal Influences on Behavior U.S. Army ad focused on a Spanish- speaking audience

  23. Purchase Decision • Evoked Set: mp3 Players • Apple • Microsoft • Rio • SanDisk

  24. Purchase Decision • Evaluative Criteria • Capacity • Durability • Battery life • Ease of obtaining and loading music

  25. Postpurchase Evaluation • Cognitive Dissonance • Was it worth the money? • Will it last as long as my old one? • Could I have found a better price?

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