Recommended Book

CHAPTER
ONE
Technology-Driven
Consumer Behavior

Reference Book
 Learning Objectives
1. To Understand What Consumer Behavior Is and the
Different Types of Consumers.
2. To Understand the Relationship Between Consumer
Behavior and the Marketing Concept, the Societal
Marketing Concept, as Well as Segmentation, Targeting,
and Positioning.
3. To Understand the Relationship Between Consumer
Behavior and Customer Value, Satisfaction, Trust, and
Retention.
4. To Understand How New Technologies Are Enabling
Marketers to Better Satisfy the Needs and Wants of
Consumers.

Chapter One Slide 2

 Learning Objectives (continued)

5. To Understand How Marketers Are

Increasingly Able to Reach Consumers
Wherever Consumers Wish to Be Reached.
6. To Understand the Makeup and Composition
of a Model of Consumer Behavior.

Chapter One Slide 3

 Consumer Behavior

• The behavior that consumers display in

searching for, purchasing, using, evaluating,
and disposing of products and services that
they expect will satisfy their needs.

Chapter One Slide 4

Two Consumer Entities

Chapter One Slide 5

A Simple Model of Consumer Decision
Making

6
Development of the
Marketing Concept

Chapter One Slide 7

 Marketing myopia

• Marketing myopia is focusing only on existing

wants and losing sight of underlying consumer
needs

8
 Production Orientation

• Production concept is the idea that consumers

will favor products that are available or highly
affordable

Chapter One Slide 9

 Product Orientation

• Product concept is the idea that consumers

will favor products that offer the most quality,
performance, and features. Organization
should therefore devote its energy to making
continuous product improvements.

10
 Sales Orientation

• Selling concept is the idea that consumers will

not buy enough of the firm’s products unless it
undertakes a large scale selling and promotion
effort

Chapter One Slide 11

 Marketing Concept

• Determine the needs and wants of specific

target markets
• Deliver satisfaction better than competition

Chapter One Slide 12

Marketing Concept (continued…)

13
 Discussion Questions

1. What two companies do

you believe grasp and use
the marketing concept?
2. Why do you believe this?

Chapter One Slide 14

Societal Marketing Concept

• Considers consumers’
long-run best interest
• Good corporate
citizenship

Chapter One Slide 15

16
 The Marketing Concept
Embracing the Marketing Concept
• Consumer Research • The process and tools
• used to study consumer
Segmentation
behavior
• Market Targeting
• Positioning

Chapter One Slide 17

 The Marketing Concept
Implementing the Marketing Concept
• Consumer Research • Process of dividing the
• Segmentation market into subsets of
• consumers with
Market Targeting
common needs or
• Positioning characteristics

Chapter One Slide 18

 Discussion Questions

1. What products that you regularly purchase

are highly segmented?
2. What are the different segments?
3. Why is segmentation useful to the marketer
for these products?

Chapter One Slide 19

 The Marketing Concept
Implementing the Marketing Concept
• Consumer Research The selection of one or
• Segmentation more of the segments
identified to pursue
• Market Targeting
• Positioning

Chapter One Slide 20

 The Marketing Concept
Implementing the Marketing Concept

• Consumer Research • Developing a distinct image for

the product in the mind of the
• Segmentation consumer
• Market Targeting • Successful positioning includes:
• Positioning – Communicating the benefits
of the product
– Communicating a unique
selling proposition

Copyright 2010 Pearson Education, Inc. Chapter One Slide 21

The Marketing Mix

Chapter One Slide 22

 Customer Value, Satisfaction, Trust,
and Retention

Copyright 2010 Pearson Education, Inc. Chapter One Slide 23

 Discussion Questions

• How does McDonald’s

create value for the
consumer?
• How do they
communicate this
value?

Chapter One Slide 24

Impact of Digital Technologies

Chapter One Slide 25

 Discussion Questions

Each country or region will have a core of

products and services that are consumed.
Collectively, the consumption of these infers
some kind of group bond. Identify examples of
these specific products and services and
comment on how they help to maintain group
bonds.

26
Have a joyful learning experience