【原汁原味】 美国 MBA 导师 迈克尔·R·所罗门 授课讲义 《消费者行为学》英文（珍贵） 1 C H A P T E R Chapter 1: Consumers Rule 1 CONSUMERS RULE CHAPTER SUMMARY As students will soon see, the field of consumer behavior covers a lot of ground. Whether the consumer is on a shopping trip to the mall or surfing on the Internet, general principles and theories of consumer behavior apply. The formal definition of consumer behavior used in the text is “the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.” Consumers can be seen as actors on the marketplace stage. As in a play, each consumer has lines, props, and costumes that are necessary to put on a good performance. The roles that consumers perform are among the most important elements to be studied in consumer behavior. Consumer behavior is also an economic process where exchanges take place. These exchanges often involve many players. In fact, consumers may even take the form of organizations or groups. Whatever the composition, the decisions made by the consumer and these other players are critical to an exchange being carried out successfully to the benefit of all concerned parties. Market segmentation is an important aspect of consumer behavior. Consumers can be segmented along many dimensions. One such dimension is demographics (the statistics that measure the observable aspects of a population, such as age or birth rate). One of the important reasons for segmenting markets is to be able to build lasting relationships (relationship marketing) with the customers. Marketers are currently implementing many practices that seek to aid in forming a lasting bond with the often fickle consumer. One of the most promising of these practices is database marketing wherein consumers’ buying habits are tracked very closely. The result of this practice is that products and messages can be tailored to people’s wants and needs. For better or for worse, we all live in a world that is significantly influenced by the actions of marketers. Marketers filter much of what we learn. Therefore, consumer behavior is affected by the actions of marketers. Domestic and global consumption practices are examined in this chapter with an eye toward the role of the marketer and the influence of such social variables as culture. The field of consumer behavior and its application is not, however, without its critics. Ethical practices toward the consumer are often difficult to achieve. “Do marketers manipulate consumers?” is a serious question. Perhaps the answer may be found by examining several secondary questions such as: “Do marketers create artificial needs?” “Are advertising and marketing necessary?” or “Do marketers promise miracles?” The responses to these questions are formulated in this chapter. 2 Chapter 1: Consumers Rule As there was a “Dark Force” in the Star Wars trilogy, consumer behavior may also have a dark side. Excesses, illegal activities, and even theft are not uncommon. Ethical practices do offer positive solutions, however, to most of these problems. The chapter concludes by providing a glimpse of consumer behavior as a field of study and provides a plan for study of the field. Simple decisions (buying a carton of milk) versus complex decisions (selection of a complex networked computer system) can all be explained if consumer behavior is studied carefully and creatively. Strategic focus and sound consumer research seem to be among several tools that can provide the guiding light that is probably necessary in our complex and ever-changing world. Lecture Suggestions: (a) The following outline closely follows the outline in the text; (b) In a regular italics box you will find suggestions that should help get a discussion started; (c) In a bold italics box (indicated with *****), you will find reference notations to the Figures and Consumer Behavior Challenge questions that have been placed in the outline where they are relevant to the chapter content; (d) You will find special boxed inserts that refer to interesting consumer behavior facts that might be used to make or enhance a point (End Notes are provided at the end of each chapter in the Instructor’s Resource Manual). Because it is virtually impossible to do everything that is included here in your course, a good way to use this Chapter Outline is to highlight with a magic marker the portions of the outline you would like to use in class, the questions you would like to pose, and the ancillary materials you will need. This helps to make a class flow more smoothly. Lastly, it is advised that the instructor assign any of the individual or group projects in advance of topic coverage. In this way, a short lively discussion can be initiated. CHAPTER OUTLINE 1. Consumer Behavior: People in the Marketplace a. The average consumer can be classified and characterized on the basis of: 1) Demographics—age, sex, income, or occupation. 2) Psychograpics—refers to a person’s lifestyle and personality. b. The average consumer’s purchase decisions are heavily influenced by the opinions and behaviors of their family, peers, and acquaintances. 1) The growth of the Web has created thousands of online consumption communities where members share views and product recommendations. 2) Groups exert pressure to conform. c. As a member of a large society, U.S. consumers share certain cultural values or strongly held beliefs about the way the world should be structured. 1) Some of the values are based on subcultures (such as Hispanics or teens). d. The use of market segmentation strategies may be used to target a brand to only specific groups of consumers rather than to everybody. e. Brands often have clearly defined images or “personalities” created by product advertising, packaging, branding, and other marketing strategies that focus on positioning a product in a certain way. f. When a product succeeds in satisfying a consumer’s specific needs or desires, it may be rewarded with many years of brand loyalty. 1) This bond is often difficult for competitors to break. 2) A change in one’s life situation or self-concept, however, can weaken the bond. g. Consumers’ evaluations of products are affected by their appearance, taste, texture, or smell. 1) A good Web site helps people to feel, taste, and smell with their eyes. 2) A consumer may be swayed by the shape and color of a package, symbolism used in a brand name, or even in the choice of a cover model for a magazine. h. In a modern sense, an international image has an appeal to many consumers. Increasingly, consumers opinions and desires are shaped by input from around the 41 Chapter 1: Consumers Rule world. What Is Consumer Behavior? i. Consumer behavior is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. 1) Consumers are actors on the marketplace stage. a) The perspective of role theory takes the view that much of consumer behavior resembles actions in a play. Discussion Opportunity—Ask students to consider and even write down some of the roles they play in life. Have them also consider if they were to describe themselves as a famous actor or actress, who would they be? Ask students to share what they have written, followed by the question, “What does the actor or actress you have selected have to do with the roles you play in life?” b) People act out many roles and sometimes consumption decisions are affected. c) Evaluation criteria may change depending on which role in the “play” a consumer is following. 2) Consumer behavior is a process. a) Most marketers recognize that consumer behavior is an ongoing process, not merely what happens at the moment a consumer hands over money or a credit card and in turn receives some good or service. b) The exchange—a transaction where two or more organizations or people give and receive something of value—is an integral part of marketing. 1. The expanded view emphasizes the entire consumption process. 2. This view would include issues that influence the consumer before, during, and after a purchase. ***** Use Figure 1-1 Here; Use Consumer Behavior Challenge #5 Here ***** 3) Consumer behavior involves many different actors. a) A consumer is generally thought of as a person who identifies a need or desire, makes a purchase, and then disposes of the product during the three stages in the consumption process. b) The purchaser and user of a product might not be the same person. c) A separate person might be an influencer. This person provides recommendations for or against certain products without actually buying or using them. d) Consumers may be organizations or groups (in which one person may make the decision for the group). ***** Use Consumer Behavior Challenge #1 Here ***** 2. Consumers’ Impact on Marketing Strategy a. Understanding consumer behavior is good business. A basic marketing concept states that firms exist to satisfy consumers’ needs. 1) Consumer response is the ultimate test of whether a marketing strategy will succeed. 2) Data about consumers helps organizations to define the market and to identify threats and opportunities to a brand. Segmenting Consumers b. The process of market segmentation identifies groups of consumers who are similar to one another in one or more ways and then devises strategies that appeal to one or more groups. There are many ways to segment a market. 42 Chapter 1: Consumers Rule 1) Companies can define market segments by identifying their most faithful, core customers or heavy users. 2) Demographics are statistics that measure observable aspects of a population, such as birth rate, age distribution, and income.