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Consumers Rule
CONSUMER BEHAVIOR, 9e
Michael R. Solomon
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Chapter Objectives
When you finish this chapter, you should understand why:
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Segmented by marketers by
demographics
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Organization/group as
consumer
5/5/2012 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
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Understanding people/organizations to
satisfy consumers needs
Knowledge and data about customers: Help to define the market Identify threats/opportunities to a brand
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Discussion
What are some products or services that are widely used by your social group?
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The things we
value
The things we do
in our spare time
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Popular Culture
Marketers influence preferences for movie and music heroes, fashions, food, and decorating choices.
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Consumer-Generated Content
When everyday
people voice their opinions about products, brands, and companies on blogs, podcasts, and social networking sites such as Facebook
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Self-Concept Attachment
Nostalgic Attachment
Interdependence
Love
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Wired Americans spend Less time with friends/family Less time shopping in stores More time working at home after hours
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Cultural differences in ethics: Codes of ethics less formal in Mexico U.S. Foreign Corrupt Practices Act
prohibits use of bribery by U.S. businesspeopleno matter where theyre doing business Bribery commonly practiced in other countries
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1953 1958
1958 1966 1966 1967
1969
1972 1975
1975
1990 1998
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versus
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Advertisers simply
do not know enough about people to manipulate them
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Discussion
Advertisers are often blamed for promoting a materialistic society by making their products as desirable as possible.
Do you agree with this? If yes, is materialism a bad thing? If no, what are your reasons?
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Consumer Activism
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Consumer terrorism
Addictive consumption
Compulsive consumption
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Social Psychology
Sociology Macroeconomics Semiotics/Literary Criticism Demography History Cultural Anthropology
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Chapter Summary Consumer behavior is a process. Consumer use products and brands to define
their identity to others.