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  • Lec 3

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    JunaidKhan
    9 tayangan15 halaman
    The document discusses marketing environment and factors that affect consumer behavior. It defines the marketing environment as comprising elements that can directly influence a business (microenvironment) and larger outside forces beyond a business's control (macroenvironment). The microenvironment includes a company, suppliers, marketing intermediaries, competitors, publics, and customers. Factors affecting consumer behavior are culture, personal factors like age and occupation, social factors like social class and word of mouth, and psychological factors like motives, perception, and needs. The document also outlines stages in adopting new products and bases for market segmentation.

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    The document discusses marketing environment and factors that affect consumer behavior. It defines the marketing environment as comprising elements that can directly influence a business (microenvironment) and larger outside forces beyond a business's control (macroenvironment). The microenvironment includes a company, suppliers, marketing intermediaries, competitors, publics, and customers. Factors affecting consumer behavior are culture, personal factors like age and occupation, social factors like social class and word of mouth, and psychological factors like motives, perception, and needs. The document also outlines stages in adopting new products and bases for market segmentation.

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    © All Rights Reserved
    Unduh sebagai PPTX, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    9 tayangan15 halaman

    Lec 3

    Diunggah oleh

    JunaidKhan
    The document discusses marketing environment and factors that affect consumer behavior. It defines the marketing environment as comprising elements that can directly influence a business (microenvironment) and larger outside forces beyond a business's control (macroenvironment). The microenvironment includes a company, suppliers, marketing intermediaries, competitors, publics, and customers. Factors affecting consumer behavior are culture, personal factors like age and occupation, social factors like social class and word of mouth, and psychological factors like motives, perception, and needs. The document also outlines stages in adopting new products and bases for market segmentation.

    Hak Cipta:

    © All Rights Reserved
    Unduh sebagai PPTX, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    dari 15

    Marketing environment

    Actors and forces that affects a business capability to

    operate, build and maintain profitable relationship


    with its customers
    Microenvironment

    Elements that can be directly controlled and influenced by the


    business

    Macro environment

    Larger outside forces that affect a business but cannot be


    controlled

    Microenvironment
    Company
    Suppliers
    Marketing intermediaries
    Competitors
    Publics
    customers

    Types of publics
    Financial publics
    Media publics
    Govt publics
    Citizen action
    Local publics
    General publics
    Internal publics

    Macro environment
    Demographics
    Economical
    Natural
    Technological
    Political
    Cultural
    Environmental

    Factors affecting consumer behavior


    Culture
    Personal
    Social
    Psychological

    Culture
    Set of values, wants and behavior learned by a

    consumer from others


    Subculture

    Each culture has further smaller cultures operating within


    them

    Personal
    Family
    Role and status
    Age or life cycle
    Occupation
    Economic situation

    Social factors
    Social class
    Groups
    Opinion leaders
    Word of mouth
    Buzz marketing

    Psychological factors
    Motive (reason)
    Perception

    Ability to select, organize and interpret information

    Maslow's hierarchy of needs


    Learning, belief and attitudes

    Types of buying decision behavior


    Complex buying behavior
    Dissonance reducing buying behavior
    Habitual buying behavior
    Variety seeking buying behavior

    New Product and Stages in Adaptation


    What is a new Product?
    Awareness
    Interest
    Evaluation
    Trial
    Adoption

    Basis for segmentation


    Demographic

    Age
    Gender
    Income
    Occupation
    education

    Geographic

    Division on the basis of geographic location

    Psychographic

    Personality, values, opinions, attitudes, interests, and lifestyles

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