Submitted by: Submitted by lovleen250650
Views: 203
Words: 9069
Pages: 37
Category: Business and Industry
Date Submitted: 03/10/2014 12:04 AM
Consumer behavior:
Day 2:
Segmentation variable:
* Age
* Gender
* Family structure and lifecycle
* Social class
* Income
* Ethnic background
* Geography
* Lifestyle-an example of Subaru.
Relationship marketing
* A central goal of many modern marketers
* Build lifetime relationship between brands and customers- a bond
* Give consumers a reason to maintain a relationship with the company
* Regular interaction, loyalty programs, social media presence, anticipatory communication
* A high level of loyalty results in marketers having a high level of influence on lifestyle and consumption habits
The meaning of consumption
* People buy things to satisfy a functional need but often they buy a product for what it means
* Conveys images or personality… this is who I am<or would like to be or would like to be considered by others to be>
* Help us to form bonds with others who share similar preferences
* Provide example of product that are consumed primarily for images
* Our needs and wants of products are often impacted by the roles we play
* We can be thought of as |”changing costumes” depending on role
* Examples of roles, and the products we purchase for these roles…….
Internet and social media
* Great participation between marketer and consumer in the exchange process
* Large gains in efficiency
* 24-7-365
* Ecommerce
* Information access both ways
* Consumer to consumer sharing of product service evaluations
* The good and the bad
Do marketers manipulate us?
* Do marketers give people what they want, or do they tell people what they should want?
* Do marketers create artificial needs?
* Do we buy things we do not need just because we can?
* Is shopping fun, form of recreation?
* Are consumers helpless in the face of the power of marketing?
Public policy and consumerism
* Generally speaking we take a dim view of:
*...