Consumer Marketing

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Introduction to Consumers
Consumer
Marketing
The Market Research Process
Technology to Assist Market Research
Market Segmentation
Identification of Target Markets
Consumer Marketing
Conducting a Segmentation
Consumer
Marketing
(continued)
Competitive Perceptual Positioning
The Consumer Decision Process
Influences of Personality on the Consumer Decision

Process
Social Influences on the Consumer Decision Process
Consumer Marketing
Consumer Experience
Consumer
Marketing
(continued)
Consumer Marketing
Consumer Marketing > Introduction to Consumers
Introduction to Consumers
Defining Consumers
Goals of Consumer Market Research
Quantitative vs. Qualitative Research
www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/introduction-to-consumers-33/
Consumer Marketing > The Market Research Process
The Market Research Process

Defining Objectives and Formulating Problems
Plan the Research Design
Collecting Data
Analyzing Data
Developing Insights and an Action Plan
www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/the-market-research-process-34/
Consumer Marketing > Technology to Assist Market Research
Technology to Assist Market Research

Marketing Information Systems
Digital Surveys
Databases
Decision Support Systems
Competitive Intelligence
www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/technology-to-assist-market-research-35/
Consumer Marketing > Market Segmentation
Market Segmentation
What Are Markets
The Importance of Market Segmentation
Developing a Market Segmentation
www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/market-segmentation-36/
Consumer Marketing > Identification of Target Markets
Identification of Target Markets

Undifferentiated Targeting
Concentrated Targeting
Measuring a Successful Segmentation
www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/identification-of-target-markets-37/
Consumer Marketing > Conducting a Segmentation
Conducting a Segmentation
Determining Segmentation Variable(s)
Segmentation for B2B
B2B Company Characteristics
Evaluating Market Segments
Selecting Target Markets
www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/conducting-a-segmentation-38/
Consumer Marketing > Competitive Perceptual Positioning
Competitive Perceptual Positioning

Perceptual Mapping
Positioning Bases
Repositioning
www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/competitive-perceptual-positioning-39/
Consumer Marketing > The Consumer Decision Process
The Consumer Decision Process

Need Recognition
Information Search
Evaluating Alternatives
Purchase
Post-Purchase Behavior
www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/the-consumer-decision-process-40/
Consumer Marketing > Influences of Personality on the Consumer Decis...
Influences of Personality on the Consumer Decision Process

Perception
Motivation
Learning
Attitude
Lifestyle
Shaping Public Policy and Educating Consumers
www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/influences-of-personality-on-the-consumer-decision
-process-41/
Consumer Marketing > Social Influences on the Consumer Decision Process
Social Influences on the Consumer Decision Process

Roles
Family
Reference Groups
Opinion Leaders
Social Classes
Culture
Consumer Misbehavior
www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/social-influences-on-the-consumer-decision-proces
s-42/
Consumer Marketing > Consumer Experience
Consumer Experience
Factors Influencing Experience, Involvement, and Satisfaction
Marketing Changes Due to Involvement
www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/consumer-experience-43/
Appendix
Consumer Marketing
Key terms
Abraham Harold Maslow He was an American psychologist who was best known for creating Maslow's hierarchy of needs, a
theory of self-actualization.
attitude an expression of favor or disfavor toward a person, place, thing, or event (the attitude object). Prominent psychologist
Gordon Allport once described attitudes "the most distinctive and indispensable concept in contemporary social psychology. "
B2B Business-to-business (B2B) describes commerce transactions between businesses, such as between a manufacturer
and a wholesaler, or between a wholesaler and a retailer.
B2C The sale of goods and services from individuals or businesses to the end-user.
baby boomer A person born in the postwar years (generally considered in the USA and other Allied countries as between 1945
and the early 1960s), when there was an increase in the birth rate following the return of servicemen at the end of World War
II.
Black Box Model shows the interaction of stimuli, consumer characteristics, decision process and consumer responses.
Black Friday Black Friday is the day following Thanksgiving Day in the United States, traditionally the beginning of the
Christmas shopping season.
business intelligence Any information that pertains to the history, current status or future projections of a business
organization.
Buyer Decision Process the decision making processes undertaken by consumers in regard to a potential market transaction
before, during, and after the purchase of a product or service.
Buyer Decision Processes The Buyer Decision Processes are the decision-making processes undertaken by consumers in
regard to a potential market transaction before, during, and after the purchase of a product or service.
buyer's market An excess of supply over demand, leading to abnormally low prices. A situation when there is an abundance of
product, prices are usually low, and customers dictate the terms of sale.
Carl Jung (26 July 1875 6 June 1961) was a Swiss psychologist and psychiatrist who founded analytical psychology. Jung
proposed and developed the concepts of the extraverted and the introverted personality, archetypes, and the collective
unconscious. His work has been influential in psychiatry and in the study of religion, literature, and related fields.
Consumer Marketing
clout Influence or effectiveness, especially political.

cognitive dissonance This term is used in modern psychology to describe the state of simultaneously holding two or more
conflicting ideas, beliefs, values, or emotional reactions.
competitive intelligence The action of defining, gathering, analyzing, and distributing intelligence about products, customers,
competitors, and any aspect of the environment needed to support executives and managers in making strategic decisions for
an organization.
Consumer The consumer is the one who pays to consume the goods and services produced. As such, consumers play a vital
role in the economic system of a nation. In the absence of their effective demand, the producers would lack a key motivation to
produce, which is to sell to consumers.
Consumer Behavior The study of individuals, groups, or organizations and the processes they use to select, secure, and
dispose of products, services, experiences, or ideas to satisfy needs; and the impacts that these processes have on the
consumer and society.
Consumer Decision Process also known as the Buying Decision Process, describes the fundamental stages that a customer
goes through when deciding to buy a product. Many scholars have given their version of the buying decision model.
Consumer Involvement the level of interaction and regard that a consumer has with a given product.
credit card fraud Credit card fraud is a wide-ranging term for theft and fraud committed using a credit card or any similar
payment mechanism as a fraudulent source of funds in a transaction. The purpose may be to obtain goods without paying, or
to obtain unauthorized funds from an account.
culture The arts, customs, and habits that characterize a particular society or nation. The beliefs, values, behavior and material
objects that constitute a people's way of life.
Data Data are values of qualitative or quantitative variables belonging to a set of items; Data are typically the results of
measurements and can be visualised using graphs or images
data mining A technique for searching large-scale databases for patterns; used mainly to find previously unknown correlations
between variables that may be commercially useful.
database An organized collection of data. The data are typically organized to model relevant aspects of reality (for example,
the availability of rooms in hotels), in a way that supports processes requiring this information (for example, finding a hotel with
vacancies).
Consumer Marketing
Decision Support System A computer-based information system that supports business or organizational decision-making
activities.
demand void Areas without any significant consumer desires; typically found in ideal point maps of perceptual mapping.
demographic segmentation the division of the market into subsets based on characteristics of the population
disposable income The amount of a person's or group's monetary income which is available to be saved or spent (on either
essential or non-essential items), after deducting all taxes and other governmental fees.
Empirical Data Data derived from reliable measurement or observation.
esoteric Confidential; private.
ethnographic research information regarding cultural phenomena
ethnography The branch of anthropology that scientifically describes specific human cultures and societies.
ethnography The branch of anthropology that scientifically describes specific human cultures and societies.
Evaluation of Alternatives This is the third stage in the Consumer Decision Process. During this stage, consumers compare the
brands and products that are in their evoked set.
Evoked Set The number of alternatives that are considered by consumers during the problem-solving process.
Executive Summary A short document or section of a document that summarizes a longer report or proposal in such a way
that readers can rapidly become acquainted with a large body of material without having to read it all.
Consumer Marketing
Experiential Of, related to, encountered in, or derived from experience

External Research when a person has no prior knowledge about a product, which then leads them to seek information from
personal or public sources.
External, or extrinsic Motivation The performance of an activity in order to attain an outcome, which then contradicts intrinsic
motivation.
Focus Group A group of people, sampled from a larger population, interviewed in open session for market research or political
analysis.
Focus Group A group of people, sampled from a larger population, interviewed in open session for market research or political
analysis.
geographic segments Segmentation of consumers based on geographical factors such as location, weather, topography,
population density, etc.
influencer A person who or a thing which influences.
Information Search is considered the second of five stages that comprise the Consumer Decision Process and can be
categorized as internal or external research.
Intrinsic Motivation The incentive to undertake an activity based on the expected enjoyment of the activity itself, rather than
external benefits that might result.
John Dewey He was an American philosopher, psychologist, and educational reformer whose ideas have been influential in
education and social reform. Dewey was an important early developer of the philosophy of pragmatism and one of the
founders of functional psychology.
latent Existing or present but concealed or inactive.
Learning The process of acquiring new, or modifying existing, knowledge, behaviors, skills, values, or preferences. This
process may involve synthesizing different types of information.
Consumer Marketing
life cycle the useful life of a product or system; the developmental history of an individual or group in society
mall intercept a survey whereby respondents are intercepted in shopping in malls. The process involves stopping the
shoppers, screening them for appropriateness, and either administering the survey on the spot or inviting them to a research
facility located in the mall to complete the interview.
Market Research The systematic collection and evaluation of data regarding customers' preferences for actual and potential
products and services.
market segment Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of
consumers who have common needs and desires as well as common applications for the relevant goods and services.
market segment Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of
consumers who have common needs and desires as well as common applications for the relevant goods and services.
market segmentation The process of dividing a broad target market into subsets of consumers who have common needs or
desires, as well as common applications for the relevant goods and services.
marketing mix A business tool used in marketing products; often crucial when determining a product or brand's unique selling
point. Often synonymous with the four Ps: price, product, promotion, and place.
Marketing Research The function that links the consumers, customers, and public to the marketer through information. This
information is used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing
actions; monitor marketing performance; and improve understanding of marketing as a process.
Consumer Marketing
Mass Marketing a market coverage strategy in which a firm decides to ignore market segment differences and appeal to the
whole market with one offer or one strategy.
motivation The psychological feature that arouses an organism to action toward a desired goal and elicits, controls, and
sustains certain goal directed behaviors.
need recognition the first step in the buying decision process, where the problem or need is understood
Objective Not influenced by irrational emotions or prejudices.
Online Research Method A way in which researchers can collect data via the Internet. This is also referred to as Internet
research.
opinion leader The opinion leader is the agent who is an active media user and who interprets the meaning of media
messages or content for lower-end media users.
Perception The organization, identification and interpretation of sensory information in order to represent and understand the
environment.
Perception The organization, identification and interpretation of sensory information in order to represent and understand the
environment.
perceptual mapping Perceptual mapping is a diagrammatic technique used by asset marketers that attempts to visually display
the perceptions of customers or potential customers.
persona A social role.
Philip Kotler An American academic focused on marketing. The author of Marketing Management, among dozens of other
textbooks and books, and the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of
Management at Northwestern University.
Consumer Marketing
positioning The act of positioning; placement.

price elasticity The measurement of how changing one economic variable affects others. For example:"If I lower the price of
my product, how much more will I sell? ""If I raise the price, how much less will I sell? ""If we learn that a resource is becoming
scarce, will people scramble to acquire it? "
primary data information collected by the investigator conducting the research
Primary Research The research that involves the collection of data that does not yet exist.
product differentiation Tangibly or intangibly distinguishing a product from that of all competitors in the eyes of customers.
prosumer A serious, enthusiastic consumer: not professional (earning money), but of similar interest and skills to a (generally
lower level) professional, or aspiring to such. The target market of prosumer equipment.
psychographic The science of using psychology and demographics to better understand consumers.
psychographic segmentation the division of the market into subsets according to consumers' lifestyle, personality, values and
social class
psychological segments Segmentation of markets based on psychological influences, such as personality, lifestyle choices,
and attitudinal variables.
public policy the set of policies (laws, plans, actions, behaviors) of a government; plans and methods of action that govern that
society; a system of laws, courses of action, and priorities directing a government action.
Purchase Decision The fourth stage in the consumer decision process and when the purchase actually takes place.
Purchase Decision Process The decision-making processes undertaken by consumers in regard to a potential market
transaction before, during, and after the purchase of a product or service.
Consumer Marketing
Purchase Decision Process The decision-making processes undertaken by consumers in regard to a potential market
transaction before, during, and after the purchase of a product or service.
Qualitative research A method of inquiry employed in many different academic disciplines, traditionally in the social sciences
but also in market research and further contexts.
reference group A reference group refers to a group to which an individual or another group is compared.
reference group A concept referring to a group to which an individual or another group is compared. It is the group to which the
individual relates or aspires to relate himself or herself psychologically.
repositioning Changing the identity of a product or a company in the minds of stakeholders and competitors.
scientific method The scientific method is a body of techniques for acquiring new knowledge or correcting and integrating
previous knowledge. To be termed scientific, a method of inquiry must be based on empirical and measurable evidence
subject to specific principles of reasoning.
secondary data information collected by someone other than the user of the data
Secondary Research This process involves the summary, collation, and synthesis of existing research rather than primary
research, where data is collected from subjects or experiments.
Secondary Research This process involves the summary, collation, and synthesis of existing research rather than primary
research, where data is collected from subjects or experiments.
segmentation The act of dividing a larger population or market into smaller groups.
segmentation The process of identifying different consumer groups within a broader market, focusing on identifying the ideal
segments for a marketing plan.
social class A class of people, based on social power, wealth or another criterion.
Consumer Marketing
Social Marketing the systematic application of marketing, along with other concepts and techniques, to achieve specific
behavioral goals for a social good.
socio-economic Of or pertaining to a combination of social and economic factors.
Standard Industrial Classification (SIC) A set of codes published by the United States government that classifies business
firms by the main product or service provided.
survey research information from a predetermined set of questions that is given to a sample and is used to assess thoughts,
opinions, and feelings
Systematic Carried out using a planned, ordered procedure.
target A person (or group of people) that a person or organization is trying to employ or to have as a customer, audience etc.
target market a group of people whose needs and preferences match the product range of a company and to whom those
products are marketed
Consumer Marketing
An Exhibition Hall
This is an exhibition hall, where customers have a range of options to explore and evaluate.
Wikimedia. "Origins Exhibitors Hall." CC BY-SA http://commons.wikimedia.org/wiki/File:Origins_Exhibitors_Hall.jpg View on Boundless.com
Consumer Marketing
Example of Qualitative Research

A moderator with a handful of respondents. asking questions about a specific topic and gathering insights from the respondents.
Wikimedia. "Quintellia-01." CC BY-SA http://commons.wikimedia.org/wiki/File:Quintellia-01.jpg View on Boundless.com
Consumer Marketing
SIC Classification
SIC codes have between two digit to seven digit classifications.
Dropbox. CC BY http://dl.dropbox.com/u/31779972/Introducing%20Marketing.pdf View on Boundless.com
Consumer Marketing
Perceptual Map of Ideal Points in the Alcohol Product Space

Ideal points maps reflect ideal combinations of two product characteristics as seen by a consumer. This helps marketers accurately target their message
to consumers based on consumer desires.
Wikipedia. "Perceptual mapping." GNU FDL http://en.wikipedia.org/wiki/Perceptual_mapping View on Boundless.com
Consumer Marketing
Combination Map of Competing Products and Ideal Points

A combination map allows companies to find a space that has unmet consumer desires.
Wikipedia. "Perceptual mapping." GNU FDL http://en.wikipedia.org/wiki/Perceptual_mapping View on Boundless.com
Consumer Marketing
Focus Group
Soldiers and family members participated in USAG- RC-sponsored focus groups
Wikimedia. "US Army 51550 Soldiers and Family speak out for focus group." Public domain
http://commons.wikimedia.org/wiki/File:US_Army_51550_Soldiers_and_Family_speak_out_for_focus_group.jpg View on Boundless.com
Consumer Marketing
Example of an Anti-Smoking campaign to educate consumers

An anti-smoking message painted on a pedestrian crossing in the Orchard Road area in Singapore.
Wikimedia. "AntismokingMessage-PedestrianCrossing-Singapore-20050904." CC BY-SA
http://commons.wikimedia.org/wiki/File:AntismokingMessage-PedestrianCrossing-Singapore-20050904.jpg View on Boundless.com
Consumer Marketing
J.J. Abrams, "Apple Fanatic"

Someone like TV series creator J.J. Abrams can influence other people to buy certain products by saying how much they like the product.
Fotopedia. CC BY http://www.fotopedia.com/items/flickr-417146851 View on Boundless.com
Consumer Marketing
Focus Group
Soldiers and family members participated in USAG- RC-sponsored focus groups
Wikimedia. "US Army 51550 Soldiers and Family speak out for focus group." Public domain
http://commons.wikimedia.org/wiki/File:US_Army_51550_Soldiers_and_Family_speak_out_for_focus_group.jpg View on Boundless.com
Consumer Marketing
Customers asked for information at counter

Retail outlets such as pharmacies can request customer's contact information at check-out for specific products as a way to help build a consumer
database.
Wikimedia. "Walmex plateros." CC BY-SA http://commons.wikimedia.org/wiki/File:Walmex_plateros.JPG View on Boundless.com
Consumer Marketing
Example of an MIS
This is an example of a marketing information system for agriculture.
Wikimedia. "Agriculture Marketing Information System." CC BY-SA http://commons.wikimedia.org/wiki/File:Agriculture_Marketing_Information_System.jpg
View on Boundless.com
Consumer Marketing
Apple Inc.
Apple Inc. achieved re-positioning
Wikimedia. "Apple Headquarters Sign AtNight." CC BY-SA http://commons.wikimedia.org/wiki/File:Apple_Headquarters_Sign_AtNight.jpg View on Boundless.com
Consumer Marketing
Microchips
A microchip is a classic B2B product. Manufacturers of electronics buy microchips to put into their products, which they sell to final consumers.
Fotopedia. CC BY http://www.fotopedia.com/items/flickr-1365044600 View on Boundless.com
Consumer Marketing
Credit Cards
Credit card fraud is a form of consumer misbehavior that can cost billions of dollars a year.
Fotopedia. "Too Much Credit by Andres Rueda in Credit card on Fotopedia - Images for Humanity." CC BY-SA http://www.fotopedia.com/items/flickr-3274955487
Consumer Marketing
Data Analysis
Notes on data analysis process and testing parameters.
Wikimedia. "Data analysis notes, Wikimedia Foundation." CC BY-SA http://commons.wikimedia.org/wiki/File:Data_analysis_notes,_Wikimedia_Foundation.jpg
Consumer Marketing
Data Output
Types of data analysis outputs: heat map, bar plots, scatter plots.
Wikimedia. "Dataoutput." Public domain http://commons.wikimedia.org/wiki/File:Dataoutput.png View on Boundless.com
Consumer Marketing
Qualitative Interview
An example of a qualitative research interview at a facility where the respondents and interviewer can be seen from a 2-way mirror.
Wikimedia. "AFOSI interview." CC BY-SA http://commons.wikimedia.org/wiki/File:AFOSI_interview.jpg View on Boundless.com
Consumer Marketing
What Consumer Want and Need

What consumers want may not be what they need, but it is important to understand both.
Flickr. "What customers / users want & need, do, think & feel | Flickr - Photo Sharing!." CC BY-SA http://www.flickr.com/photos/visualpunch/7245522666/
Consumer Marketing
Open Food Market in Vienna

Example of an open food market in Vienna, showing how consumers play an important role in a nation's economy.
Wikimedia. "Naschmarkt." CC BY-SA http://commons.wikimedia.org/wiki/File:Naschmarkt.jpg View on Boundless.com
Consumer Marketing
Family Grocery Shopping

Families are a major influence on shopping patterns and consumer habits.
Wikimedia. "US Navy 021029-N-3228G-007 Navy family shops at the Pearl Harbor commissary." CC BY-SA
http://commons.wikimedia.org/wiki/File:US_Navy_021029-N-3228G-007_Navy_family_shops_at_the_Pearl_Harbor_commissary.jpg View on Boundless.com
Consumer Marketing
Perceptual mapping
This is an example of a perceptual map.
Wikimedia. "Search results for "perceptual mapping" - Wikimedia Commons." CC BY-SA
http://commons.wikimedia.org/w/index.php?title=Special:Search&limit=20&offset=0&redirs=1&profile=default&search=perceptual+mapping View on Boundless.com
Consumer Marketing
David Kolb's model

The David A. Kolb styles model is based on the experiential learning theory.
Wikimedia. "Learning Styles." CC BY-SA http://commons.wikimedia.org/wiki/File:Learning_Styles.jpg View on Boundless.com
Consumer Marketing
CVS Caremark
CVS targets women since they make up 80% of the chain's customer base.
Wikimedia. "CVS." CC BY-SA http://commons.wikimedia.org/wiki/File:CVS.jpg View on Boundless.com
Consumer Marketing
Television and Obesity

Increases in sedentary behaviors such as watching television are characteristic of a sedentary lifestyle.
Wikipedia. "Family watching television 1958." Public domain http://en.wikipedia.org/wiki/File:Family_watching_television_1958.jpg View on Boundless.com
Consumer Marketing
Demographic Segmentation
This illustrates a basic example of how variables can be utilized visually to identify specific target segments within a population.
Wikimedia. "Demographic_segmentation.jpg." CC BY-SA 3.0 https://upload.wikimedia.org/wikipedia/commons/c/c7/Demographic_segmentation.jpg
Consumer Marketing
Marketing Strategy and Segmentation

This is an excellent overview of how a business plan integrates with the marketing strategy, with particularly useful information on relevant metrics and
considerations when identifying key segments.
Wikimedia. "Metamodel_3077209_aesch.png." CC BY-SA 3.0 https://upload.wikimedia.org/wikipedia/en/7/75/Metamodel_3077209_aesch.png
Consumer Marketing
The Necker Cube and Rubin vase

These are two optical illusions that illustrate how perception may differ from reality. On the left, we see a cube when in fact it is a flat image on our
screen. On the right, the vase actually resembles two faces looking at each other.
Wikipedia. "Perception." Public domain http://en.wikipedia.org/wiki/Perception View on Boundless.com
Consumer Marketing
Consumer making a decision

When making a decision, a person first needs to identify and define the problem or the conflict.
Wikipedia. "US Navy 060513-N-5174T-045 Lt.Taylor Forester makes a few last minute decisions before purchasing a gold necklace from a Navy Exchange vendor
aboard the Nimitz-class aircraft carrier USS Ronald Reagan (CVN 76)." CC BY-SA
Consumer Marketing
Abraham Maslow
Abraham Harold Maslow (April 1, 1908 June 8, 1970) was an American professor of psychology who created Maslow's hierarchy of needs
Wikipedia. "Abraham Maslow." CC BY-SA http://en.wikipedia.org/wiki/File:Abraham_Maslow.jpg View on Boundless.com
Consumer Marketing
Consumer Seeking Information

A marketer dominated personal source.
Wikimedia. "Einzelhandel 1 800." CC BY-SA http://commons.wikimedia.org/wiki/File:Einzelhandel_1_800.jpg View on Boundless.com
Consumer Marketing
Friends
The friends we have are often one of the most powerful reference groups in influencing our consumer behavior.
Wikimedia. "Friends." CC BY-SA http://commons.wikimedia.org/wiki/File:Friends.jpg View on Boundless.com
Consumer Marketing
Mechanics as Secondary Groups

Mechanics can be considered opinion leaders in the automotive industry.
Wikimedia. "Auto Mechanic." Public domain http://commons.wikimedia.org/wiki/File:Auto_Mechanic.jpg View on Boundless.com
Consumer Marketing
Cognitive Dissonance
This Sagittal MRI slice with highlighting indicates the location of the anterior cingulate cortex.
Wikipedia. "MRI anterior cingulate." CC BY-SA http://en.wikipedia.org/wiki/File:MRI_anterior_cingulate.png View on Boundless.com
Consumer Marketing
Question symbol
The first stage of the marketing research process involves defining the problem.
Wikimedia. "File:Travel problem.svg - Wikimedia Commons." CC BY-SA http://commons.wikimedia.org/w/index.php?title=File:Travel_problem.svg&page=1
Consumer Marketing
Research planning
Planning involves the creation and maintenance of a plan.
Wikimedia. "Planboard planning." CC BY-SA http://commons.wikimedia.org/wiki/File:Planboard_planning.jpg View on Boundless.com
Consumer Marketing
Conducting Secondary Research

Secondary data analysis is one of the steps involved in formulating a Research Design
Wikimedia. "ASI02829." CC BY-SA http://commons.wikimedia.org/wiki/File:ASI02829.jpg View on Boundless.com
Consumer Marketing
Dale Earnhardt, Jr.

Celebrities are opinion leaders for the products or services they promote.
Wikimedia. "US Navy 081007-N-8848T-889 Dale Earnhardt Jr. autographs a hat for Seaman Recruit Heather Martinez." CC BY
http://commons.wikimedia.org/wiki/File:US_Navy_081007-N-8848T-889_Dale_Earnhardt_Jr._autographs_a_hat_for_Seaman_Recruit_Heather_Martinez.jpg
Consumer Marketing
Meeting.
Researchers can set up a debriefing meeting to review the analysis.
Wikimedia. "Board-Meeting." CC BY-SA http://commons.wikimedia.org/wiki/File:Board-Meeting.png View on Boundless.com
Consumer Marketing
Upper class table setting

Social class has a profound effect on the types and quantity of consumer goods purchased.
Fotopedia. CC BY-SA http://www.fotopedia.com/items/flickr-5693470861 View on Boundless.com
Consumer Marketing
The Market is a Place - A Shopping Mall

Defining the market as a place can help marketers use geographic factors to decide which products to offer, how to promote product features, and even
set price. A mall in Korea Town would have different offerings and promotions than a mall in Little Mexico.
Wikimedia. "CityLink Mall." CC BY http://commons.wikimedia.org/wiki/File:CityLink_Mall.JPG View on Boundless.com
Consumer Marketing
Markets
Market definition and approach: a review of the steps.
Consumer Marketing
Kellogg's Crunchy Nut

Kellogg's segmented their audience into adults and children with this semi-sweet offering. The free bowling appeals more to their target audience of
adults than it does to children.
Wikimedia. "Crunchy Nut Spring 2012." CC BY http://commons.wikimedia.org/wiki/File:Crunchy_Nut_Spring_2012.jpg View on Boundless.com
Consumer Marketing
Bases for Segmentation

Bases for segmenting markets: consumer and industrial markets.
Consumer Marketing
Crest Toothpaste
Toothpaste isn't marketed to one particular market segment.
Wikimedia. "Toothpasteonbrush." CC BY-SA http://commons.wikimedia.org/wiki/File:Toothpasteonbrush.jpg View on Boundless.com
Consumer Marketing
Presentation
Someone giving a presentation using visual elements.
Wikimedia. "Ward Cunningham presenting." CC BY-SA http://commons.wikimedia.org/wiki/File:Ward_Cunningham_presenting.jpg View on Boundless.com
Consumer Marketing
Cultural practices
Cultural practices can have a huge impact on consumer behavior.
Fotopedia. CC BY-SA http://www.fotopedia.com/items/flickr-5257442738 View on Boundless.com
Consumer Marketing
Rolex uses a Concentration Strategy

Rolex focuses on a single market segment-- those who want a luxury watch. Rolex is thus a prime example of the concentration strategy of market
segmentation.
Wikimedia. "Rolex Sub2." CC BY-SA http://commons.wikimedia.org/wiki/File:Rolex_Sub2.JPG View on Boundless.com
Consumer Marketing
Non-personal Source
An example of a non-personal source is a search on the Internet providing information about a subject.
Wikimedia. "Yout." CC BY-SA http://commons.wikimedia.org/wiki/File:Yout.jpg View on Boundless.com
Consumer Marketing
Carl Jung in the USA, 1910.

Carl Jung developed a definition of attitude as it relates to the field of Psychology.
Wikipedia. "Carl Jung." GNU FDL http://en.wikipedia.org/wiki/Carl_Jung View on Boundless.com
Consumer Marketing
Example of a DSS
This is an example of a decision support system.
Wikipedia. "Decision Support System for John Day Reservoir." CC BY-SA http://en.wikipedia.org/wiki/File:Decision_Support_System_for_John_Day_Reservoir.jpg
Consumer Marketing
Woman wearing "burqini" swimwear in Egypt

A woman's religion can affect her consumption and involvement with clothes. Muslin women must be covered at all times so they cannot wear bathing
suits at the beach.
Wikimedia. "Burqini." CC BY-SA http://commons.wikimedia.org/wiki/File:Burqini.jpg View on Boundless.com
Consumer Marketing
Target Market
This chart allows you to visualize the concept of a target market within the context of a broader market.
Wikipedia. "TAM-SAM-Market.jpg." CC BY-SA 3.0 https://upload.wikimedia.org/wikipedia/en/f/fd/TAM-SAM-Market.jpg View on Boundless.com
Consumer Marketing
Visualizing Segments
Visualizing data queries to understand how consumer groups look relative to various metrics is a useful technique in building clusters and segments.
Wikimedia. "Clustering.jpg." CC BY-SA 3.0 https://upload.wikimedia.org/wikipedia/commons/2/21/Clustering.jpg View on Boundless.com
Consumer Marketing
Attribution
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Consumer Marketing
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Consumer Marketing
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Consumer Marketing
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Consumer Marketing
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Consumer Marketing

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Consumer Marketing

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Consumer Marketing

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Consumer Marketing
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Consumer Marketing
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Consumer Marketing

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Consumer Marketing

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Technology to Assist Market Research

Identification of Target Markets

The Consumer Decision Process

Influences of Personality on the Consumer Decision

Social Influences on the Consumer Decision Process

The Market Research Process

Technology to Assist Market Research

Identification of Target Markets

Competitive Perceptual Positioning

The Consumer Decision Process

Influences of Personality on the Consumer Decision Process

Social Influences on the Consumer Decision Process

clout Influence or effectiveness, especially political.

Experiential Of, related to, encountered in, or derived from experience

positioning The act of positioning; placement.

Example of Qualitative Research

Perceptual Map of Ideal Points in the Alcohol Product Space

Combination Map of Competing Products and Ideal Points

Example of an Anti-Smoking campaign to educate consumers

J.J. Abrams, "Apple Fanatic"

Customers asked for information at counter

What Consumer Want and Need

Open Food Market in Vienna

Family Grocery Shopping

David Kolb's model

Television and Obesity

Marketing Strategy and Segmentation

The Necker Cube and Rubin vase

Consumer making a decision

Consumer Seeking Information

Mechanics as Secondary Groups

Conducting Secondary Research

Dale Earnhardt, Jr.

Upper class table setting

The Market is a Place - A Shopping Mall

Kellogg's Crunchy Nut

Bases for Segmentation

Rolex uses a Concentration Strategy

Carl Jung in the USA, 1910.

Woman wearing "burqini" swimwear in Egypt

Wiktionary. "Primary Research." CC BY-SA 3.0 http://en.wiktionary.org/wiki/Primary+Research

Wiktionary. "latent." CC BY-SA 3.0 http://en.wiktionary.org/wiki/latent

Wiktionary. "Empirical Data." CC BY-SA 3.0 http://en.wiktionary.org/wiki/Empirical+Data

Wikipedia. "Health promotion." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Health_promotion

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Wiktionary. "Market Research." CC BY-SA 3.0 http://en.wiktionary.org/wiki/Market+Research

Wikibooks. "Marketing/Consumer Behavior." CC BY-SA 3.0

Wiktionary. "ethnography." CC BY-SA 3.0 http://en.wiktionary.org/wiki/ethnography

Wikipedia. "Market segmentation." CC BY-SA 3.0 https://en.wikipedia.org/wiki/Market_segmentation

Wikipedia. "Influencer marketing." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Influencer_marketing

Wikipedia. "Perception." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Perception

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