Determining Behavior Change Through Marketing
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Managerial Marketing (SUS 6060-S1-2) Ignite Presentation February 19, 2011
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Determining Behavior Change Through Marketing
- 1. Determining Behavior ChangeConsumer Behavior and the Decision Making Process Briana Krompier, Transformer Presidio Graduate School Managerial Marketing Spring 2011
- 2. Marketing to Change Behaviors
- 4. Decision Making Process What kinds of marketing activities coincide with each stage of the buying process and why do we care? Problem Recognition Information Search Evaluation of Options Purchase Decision Postpurchase Behavior
- 6. Problem Solution. “You want to keep warm when you’re feeling chilled, but you don’t want to raise your heating bill. Blankets are okaaay, but they can slip and slide. And when you need to reach for something, your hands are trapped!”
- 7. Problem. “Making pasta can be an adventure – ouch! You have to grab tight with pot holders. Oh no! There must be a better way.” Solution.
- 8. Problem. “Do you love stylish, sexy jeans? Do you love soft, comfy pajama bottoms?” Solution.
- 10. Information
- 11. 3. Evaluation of Alternatives
- 12. esurance
- 14. Decided.
- 15. Decided.
- 17. Satisfaction
- 18. Disposal
- 20. Providing Value to Consumers
Notes de l'éditeur
- In our EL projects, we’re all going to be dealing with audiences who are at different stages of changing their behavior – whether that behavior is to purchase your partner’s product or to reduce waste or to come to the farmers market.
- As Rachel Described, To understand behavior, we have to select and profile our target markets, and then research their cultural values and preferences, map out their reference groups, their wants and needs, the social factors that are important to them.Example: Transformers target “crafters”
- and then as EL Teams, we want to select a stage of the decision process where our EL partner can have the greatest impact in marketing to its target audience.
- So you’ve heard what the consumer is going through and seeking during the decision process, and now I’m going to take you through some examples of the marketing activities that are used to reach consumers at each of the stages.
- There is no better example of marketing that is targeted to consumers who are in the Problem Recognition stage of the decision making process than INFOMERCIALS.Infomercials are the quintessential example of someone telling you that you have a problem that they can fix.Dice chop and mince in seconds!
- “You want to keep warm when you’re feeling chilled, but you don’t want to raise your heating bill.Blankets are okaaay, but they can slip and slide!And when you need to reach for something your hands are trapped inside!”Recognize a problem?
- “Making pasta can be an adventure – ouch! You have to grab tight with pot holders. Oh no! There must be a better way.”
- “Do you love stylish, sexy jeans? Do you love soft, comfy pajama bottoms?”Now get the best of both worlds
- A customer can obtain information from several sources:• Personal sources: family, friends, neighbors• Commercial • Public ExperientialYelp – what ‘s out there?
- Information search about shoes – what kinds are available? Styles? Brands? Prices?
- TRIPADVISOR is a good example of thisA vacation is a big investment, so consumers are going to search around, get recommendations, compare their options before buying
- Esurance is another example of evaluating alternatives. It’s all about side by side comparisons of very similar products.
- So at this stage, companies are doing the “pick me now” type of marketing activities because the consumer still has a bunch of questions:what kind? Which brand? Which vendor? Where? When? Am I gonna use my credit card?TeaBread or cereal
- Toyota – I know I’m already going to get a car, I probably already know it’s a Toyota, or I know it’s a mini SUV, so this is saying ok do it already, if you do it here and you do it now and you pay with this, you get a certain offer and an incentive
- I know I’m gonna get the Beyonce Heat perfume.But, I could get it on Amazon, or I could get in at Macy’s or lots of different places.But at Macy’s I get a Bonus Offer. I get this red Beyonce Heat purse.So I’m obviously going to make my purchase decision at Macy’s!
- Satisfaction disappointed satisfied delightedActions use and disposal
- So, this little trip down media lane has all been in the name of understanding consumer behavior Why people make one decision over another and How they make these choices
- We also need to keep in mind how companies use this knowledge to provide value to consumersAnd how can they market to their target consumers.And I hope this will be valuable in formulating marketing plans or activities to serve your EL partners.