Summary 4. Consumer behavior is influenced by three factors: cultural (culture, subculture, and social class), social (reference groups, family, and social roles and statuses), and personal (age, stage in the life cycle, occupation, economic circumstances, lifestyle. personality, and self-concept). Research into these factors can provide clues to reach and serve consumers more effectively. 2. Four main psychological processes that affect con~ Eimer behavior are motivation, perception, leering, and memory. 3. To understand how consumers actually make buying isions, marketers must identify who makes and has input into the buying decision; people can be initia tors, influencers, deciders, buyers, or users. Different Applications Marketing Debate Is Target Marketing Ev ‘As marketers increasingly tal: =". ‘market segments, some critics as exploitive. They see the provonc advertising cigarettes and alcono in low-inec as taking advantage of a vuineraaie markat segment, Cries can be especially harsh in evaluating marketing programs that target the pocr, claiming they often employ stereotypes ‘and inappropriate depictions. Others counter that targeting {and positioning is critical to marketing, and that these mar- keting programs are an attempt to be relevar to @ certain ‘consumer group. Take a position: Targeting the poor is exploitive versus Targeting the poor is a sound business practice, 5. Consumers are const marketing campaigns might be targeted {0 each type of person. The typical buying proc sequence of events: problon) Te uation of al . sea ponavr Te markers 0b derstand the behavior at each stag The attitudes of Gthers, unanticipated situational factors, and perce fisk may all affect the decision to Buy. 2 ‘will consum~ bre’ levels of postpurchase product ‘satisfaction, use fnd disposal, and the company’s actions. sructive decision makers and sub- tual influences. They often exhibit ‘eir decisions, using many heuris- ‘ess consists of the following ‘blem recognition, information purchase decision, ject to many context Jow involvement in thé tics as a result .ve in your mind about pur- ? Do you have any rules you coney? Are they different from what (Do you follow Thaler's four principles in ‘ns end losses? Excellence >>Disney Few companies have been able to connect with a specific audience as well as Disney has. From its founding in 1923, the Disney brand has always been synonymous with quality entertainment for the entire family. The company, originally founded by brothers Walt Disney and Roy Disney, stretched the boundaries of entertainment during the 20th century ‘animated cartoons, the company grew into t phenomenon that today includes theme pana, feature films, television networks, theatre productions, consumer erodes, an growing onine presence, , nits first two decades, Walt Disney Pr. a struggling cartoon stuco that introduced re or ois most famous character ever, Mickey Mouse, Few believed in Disney's vision at the time, but the smashing success Scanned with CamScannerBSS TG =i): :| Of cartoons with sound and the first-ever full-length ani inated film, Snow White and the Seven Dwarts, in 1937 oc) Over the next three decades, te other animated clas- Pan eluding Pinocchio, Bambi, Cinderela, and Pater Pan. live action films such ag Mary Poppins and The Love Bug, and television Series like Davy Crockett, When, Walt Disney died in 1966, he was considered the best-known person in the word By then the company had expanded the Disney brand info gre television, con- sumer Products, and Disneyland in southern California, is first theme pari hers familie iy nce the f ld experience t ‘Magic of Disney in real lite, By the time of Roy’s death in 1971, tne two brothers had ereated a brand that stood for trust, un, and entertain: That that resonated with children, families, and acute through some of the most moving and iconie characters, Stories, and memories of all time, The company stumbled for a few years without the Becershio of its two founding brotha: ASIAN by the 1980s, The Walt Disney. Company was back o7 ite feet and thinking of new ways to target its core family Criented consumers as well as.expand into new areas that would reach an older aucience. It launched the Disney Channel, Touchstone Pictures, and Touchstone SEUSIONDIN acicition, Disney featured classic fms during he Disney, Sunday Night love apc @SRIGESsial Dish films on video at extremely low prices in order to reach a Whole NeW Generation of children. The brand continued to expand in the 1990s as Disney {@ppeU info Publishing) international theme parks, and theatrical productions that reached @ variety of audiences around the world, ‘Today, Disney is comprised of five business seg- ments: The Walt Disney Studios, which creates films, recording labels, and theatrical porformances; Parks and Resorts, which focuses on Disney's 11 theme parks, cruise lines, and other travel-related assets; Disney Consumer Products, which sels all Disney-branded prod- ucts; Media Networks, which includes Disney’ televison networks such as ESPN, ABC, and the Disney Channel; ive Media. CaaS restos chalenge today 0 keep 90-year old brand relevent and curent tots coe auelence wile staying tru tots hertage an cor brand vies. Disneys ‘CEO Bob Iger explained, on a ie ek pears eee it opens doors to new Kets, arg nonce to new consumers Rit coaliatls company that has a great legacy, you deel wiin decis re # on i a eR Ciihal= 9). ubytetsire) eae ei and conflicts that arise from the clash of heritage. ver, jnnovalion Versus relevance’ 2 big believer in rp, for heritage, but I'm also a big believer in the Nee ‘Se to innovate and the need to balance that respect for heritags with @ need to be relevant.” Internally, QISHEYSNas SOCUSeC NOR NTHE) Disne, Diference~"a value-creation dynamic based on tgp standards of quality and recognition that set Disney ange ftom its competitors.” Disney leverages all aspects of ig businesses and abilities to touch its aucience in Mut y's Hannan | ple ways, efficiently and economically. Dis: ‘Montana provides an excellent exampls of how the company took a tween-targeted televisi.n show eng ‘Moved it across its various creative divisions 1o become, ) | | | significant franchise for the company, inci." 9 millions of ! CD sales, video games, popular consume: ucts, bor fice movies, concerts around the work: d ongoing live performances at international Disneyle ‘esorts like Hong Kong, India, and Russia. Disney also uses emerging technologi:. > connect with its consumers in innovative ways. It v. ane of the first companies to begin regular podcasts ¢: television shows as well as release ongoing news abou products and interviews with Disney's employees, ste. and park officials, Disney's Web site Provides insight into movie trailers, television clios, Broadway shows, virual theme Park experiencas, and much more. And the company Continues to explore ways to make Mickey Mouse and his peers more text-friendly andi virtually exciting, According to internal studies, Disney estimates that ‘consumers spend 13 billon hours “immersed” with the Disney brand each year. Consumers around the worid Spend 10 billon hours watching programs on the Disney Channel, 800 mition hours at Disney's resorts and theme Parks, and 1.2 bilion hours watching a Disney movie—at ome, inthe thea, oon thei con auionSiSdai DI 's the 63rd largest company in the world with revenuce reaching nearly $38 bilion in 2008, Questions 1. What does Disney do best to connect with its core consumers? 2. What are the risks and benefits of expanding the Disney brand in new ways? ‘Sources: ‘Corea Hoty” Desa tera gre cam Ra a, lpr Dirt, et 1, 208 Bossa, se hays a ay" Hea Tes Note $208 Scanned with CamScanner