Simplified Buyer Behavior Model Marketing Mixes All other
Simplified Buyer Behavior Model Marketing Mixes All other stimuli Stimulus Black Box Person making decisions Response Person does or does not purchase 3 -1 Irwin/Mc. Graw-Hill & Dr. Chen
A Model of Buyer Behavior Marketing Mixes Psychological variables Motivation Perception Learning Attitude Personality/lifestyle Person making decision All other stimuli Social Influences Family Social class Reference groups Culture Purchase Selection Purchase reason Time Surroundings Problem-solving process Person does or does not purchase (response) 3 -2 Irwin/Mc. Graw-Hill & Dr. Chen
An Expanded Model of the Consumer Problem-Solving Process Marketing Mixes All other stimuli Psychological variables Social influences Purchase situation Motivation Perception Learning Attitude Personality/lifestyle Family Social class Reference groups Culture Purchase reason Time Surroundings Person making decisions Need-want awareness Routinized response Search for information Set criteria and evaluate alternative solutions Feedback of information as attitudes Decide on solution Postpone decision 3 -3 Irwin/Mc. Graw-Hill & Dr. Chen Purchase product Response Postpurchase evaluation
Pricing Change Model Environmental Conditions: - Foreign competition - Legal environment change - Technology change - More informed consumers 3 -4 Irwin/Mc. Graw-Hill & Dr. Chen Pricing Degree of change in price Elasticity Profitability Sales Successfulness
The Learning Process Drive Cues Reinforcement Response 3 -5 Irwin/Mc. Graw-Hill & Dr. Chen
Model of a Market-Directed Economy Goods and Services Money (income) Information Production resources Money (expenditures) RESOURCE MARKET GOVERNMENT PRODUCTMARKET Money (expenditures) Information PRODUCERS Primary direction Secondary direction of feedback 3 -6 Irwin/Mc. Graw-Hill & Dr. Chen Information Money (income) CONSUMERS
Model of a Market-Directed Macro -Marketing System Many Individual Producers (heterogeneous supply) Middlemen intermediaries Facilitators Perform universal marketing functions To overcome discrepancies and separation of production and consumers To create utility and direct flow of need-satisfying goods and services Many Individual Consumers (heterogeneous demand) 3 -7 Irwin/Mc. Graw-Hill & Dr. Chen Monitoring bygovernment(s) and groups andpublicinterest group
An Expanded Model of the Consumer Problem-Solving Process 3 -8 Irwin/Mc. Graw-Hill & Dr. Chen© 2002 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin—for use only with Basic Marketing
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