6th Chap. Assign By Guru Abhinav

CHAPTER 6 :- ANALYZIMG CONSUMER MARKETS MARKETING DEBATE—Is Target Marketing Ever Bad?

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As marketers increasingly develop marketing programs tailored to certain target market segments, some critics have denounced these efforts as exploitative. For example, the preponderance of billboards advertising cigarettes, alcohol, and other voices in low-income urban areas is seen as taking advantage of a vulnerable market segment. Critics can be especially harsh in evaluation marketing programs that target African Americans and other minority groups, claiming that they often employ clichéd stereotypes and inappropriate depictions. Others counter with the point of view that targeting and positioning is critical to marketing and that these marketing programs are an attempt to be relevant to a certain consumer group. Take a position: Targeting minorities is exploitative versus targeting minorities is a sound business practice. Suggested Responses: Pro: When marketers use their advance knowledge of specific target markets, such as minorities that preys upon the target market’s weaknesses and lack of information, then marketing can be said to be exploiting the said target market for gains. Marketers should always be aware that information is a powerful tool that has to be used responsibly and prudently. Products and services that cater to minorities that cause adverse health effects or pejorative social action(s) because of their usage need to be marketed in a socially responsible way. Just because a marketer has information on the buying habits, social styles, motivation, perception, and purchase criteria specific to a target market does not automatically permit the marketer to use this information freely. Con: Marketers do not create social systems nor does marketing create social ills. Marketers cannot assume the responsibility for lack of personal choice, lack of information or knowledge, and the lack of personal responsibility. It is the role of marketing to deliver to the target market the goods and services they want and need. Marketing is “amoral” in its delivery of information to target markets and the target markets must decide for themselves the use or non-use of the products marketed. Using advanced research methods to uncover motivation, purchase intent, post-purchase usage, and the like is sound business practice and the marketer owes its stakeholders the responsibility to use this information that increases sales.

MARKETING SPOTLIGHT—Disney Discussion Questions Student answers may vary but all should include the following points: 1) What have been the key success factors for Disney? a. Marketing family entertainment, products, and services targeted to specific age groups within the family. 2) Where is Disney vulnerable? a. Claims of exploitation of products to the very young, and uninformed consumers (children). 3) What should they watch out for?

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a. Societal changes regarding marketing to children as expressed by protest groups, churches, and local or national laws. 4) What recommendations would you make to their senior marketing executive going forward? a. Monitoring societal opinions regarding marketing to children. b. Monitor the proliferation of Disney co-branding so as not to over saturate the brand’s exposure. 5) What should Disney be sure to do with its marketing? a. Continue to understand the culture of its target markets (especially the growing Hispanic community). b. Continue to understand consumer buying decision-making and consumer behavior. c. Continue to understand the buying processes of its target market(s) especially the post-purchase use and disposal of their products.

DETAILED CHAPTER OUTLINE Q1. How do consumer characteristics influence buying behavior? ANSWER A consumer’s buying behavior is influenced by cultural, social, and personal factors. Cultural factors exert the broadest and deepest influence.

Cultural Factors

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Culture is the fundamental determinant of a persons’ wants and behaviors. Each culture consists of smaller subcultures that provide more specific identification and socialization for their members. A) Subcultures include nationalities, religions, racial groups, and geographic regions. B) Multicultural marketing grew out of careful marketing research that revealed that different ethic and demographic niches did not always respond favorable to massmarket advertising. C) Virtually all human societies exhibit social stratification. Social stratification sometimes takes the form of a caste system where members of different castes are reared for certain roles and cannot change their caste membership. D) One class depiction of social classes in the United States defined seven ascending Levels:1) Lower lowers. 2) Upper lowers. 3) Working class. 4) Middle class. 5) Upper middles. 6) Lower uppers. 7) Upper uppers.

Social Factors In addition to cultural factors, a consumer’s behavior is influenced by such social factors as reference groups, family, and social roles and statuses. A person’s reference groups consists of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior.

A) People are significantly influenced by their reference groups in at least three ways: 1) Reference groups expose an individual to new behaviors and lifestyles, influencing attitudes and self-concept. 2) They create pressures for conformity that may affect actual product and brand choices. 3) People are also influenced by groups to which they do no belong: a. Aspirational groups are those a person hopes to join. b. Dissociative groups are those whose values or behavior an individual rejects. The buyer evaluates these elements together with the monetary cost to form a total customer cost.

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B) Manufacturers of products and brands where group influence is strong must determine how to reach and influence opinion leaders in these reference groups.

Family The family is the most important consumer-buying organization in society, and family members constitute the most influential primary reference group. A) We can distinguish between two families in the buyer’s life. 1) The family of orientation consists of parents and siblings. 2) A more direct influence on everyday buying behavior is the family of procreation –namely, one’s spouse and children.

Roles and Statuses A) A person participates in many groups and a person’s position in each group can be defined in terms of role and status. B) Each role carries a status. C) Marketers must be aware of the status symbol potential of products and brands.

Personal Factors A buyer’s decisions are also influenced by personal characteristics. These include the buyer’s age and stage in the life cycle; occupation and economic circumstances; personality and self-concept; and lifestyle and values.

Age and Stage in the Life Cycle People buy different goods and services over a lifetime. A) Consumption is also shaped by the family life cycle. B) In addition, psychological life cycle stage may matter.

Q2. what major psychological processes influence consumer responses to the marketing program? ANSWER Motivation: Freud, Maslow, Herzberg A person has many needs at any given time. Some needs are: A) Biogenic (arise from physiological states of tension such as hunger). B) Others are psychogenic and arise from a need for recognition, esteem, or belonging.

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C) A motive is a need that is sufficiently pressing to drive the person to act.

Freud’s Theory Sigmund Freud assumed that the psychological forces shaping people’s behavior are largely unconscious, and that a person cannot fully understand his or her own motivations. A) A technique called laddering can be used to trace a person’s motivations from the stated instrumental ones to the more terminal ones. B) Motivation researchers often collect “in-depth interviews” to uncover deeper motives triggered by a product. 1) Projective techniques such as word association, sentence completion, and roleplaying are used. Customer 2 is mixed profitability.

Maslow’s Theory Abraham Maslow sought to explain why people are driven by particular needs at particular times. A) Maslow’s answer is that human needs are arranged in a hierarchy, from the most pressing to the least pressing. B) In order of importance, they are: 1) Physiological needs. 2) Safety needs. 3) Social needs. 4) Esteem needs. 5) Self-actualization needs.

Herzberg’s Theory Frederick Herzberg developed a two-factor theory that distinguishes dissatisfiers (factors that cause dissatisfaction) from satisfiers (factors that cause satisfaction). The absence of dissatisfiers is not enough; satisfiers must be present to motivate a purchase. A) Herzberg’s theory has two implications: 1) Sellers should do their best to avoid dissatisfiers. 2) Sellers should identify the major satisfiers or motivators of purchase in the market and supply them. These satisfiers will make the major difference as to which brand the customer buys.

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Perception How the motivated person actually acts is influenced by his or her view or perception of the situation.Perception is the process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world.

Selective Attention It has been estimated that a person is exposed to over 1,500 ads or brand communications a day. Because a person cannot possibly attend to all of these, most stimuli will be screened out—a process called selective attention. Selective attention means that marketers have to work hard to attract consumers’ notice.

Selective Distortion Selective distortion is the tendency to interpret information in a way that will fit our preconceptions. Consumers will often distort information to be consistent with prior brands and product beliefs.

Selective Retention People will fail to register much information to which they are exposed in memory, but will tend to retain information that supports their attitudes and beliefs. Because of selective retention, we are likely to remember good points about a product we like and forget good points about competing products.

Q3. How does consumers make purchasing decision? ANSWER Problem Recognition The buying process starts when the buyer recognizes a problem or need.

Information Search A) An aroused consumer will be inclined to search for more information. We can distinguish between two types of arousal.

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B) The most effective information often comes from personal sources or public sources that are independent authorities. C) The Internet has changed information search. Most consumers are hybrid consumers

Evaluation of Alternatives No single process is used by all consumers or by one consumer in all buying situations. The most current models see the process as cognitively orientated. A) First, the consumer is trying to satisfy a need. B) Second, the consumer is looking for certain benefits from the product solution. C) Third, the consumer sees each product as a bundle of attributes with varying abilities for delivering the benefits sought to satisfy this need.

Purchase Decisions In the evaluation stage, the consumer forms preferences among the brands in the choice set. The consumer may also form an intention to buy the most preferred brand. In executing a purchase intention, the consumer may make up to five subdecisions: A) Brand. B) Dealer. C) Quantity. D) Timing. E) Payment-method.

Q4. How do marketers analyze consumer decision making? ANSWER Level of Consumer Involvement A) Consumer involvement can be defined in terms of the level of engagement and active processing undertaken by the consumer in responding to a marketing stimulus.

Elaboration Likelihood Model A) Describes how consumers make evaluations in both low and high involvement circumstances.

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1) Central route. 2) Peripheral route . 3) Consumers follow the central route only if they possess sufficient motivation, ability, and opportunity. If any of these are lacking then the consumers tend to follow the peripheral route.

Low Involvement Marketing Strategies Many products are bought under conditions of low involvement and the absence of significant brand differences. Marketers use four techniques to try to convert a lowinvolvement product into one of higher involvement. A) They can link the product to some involving issue. B) They can link the product to some involving personal situation. C) They might design advertising to trigger strong emotions related to personal values or ego defenses. D) They might add important features.

Variety-Seeking Buying Behavior Some buying situations are characterized by low involvement but significant brand differences. Brand switching occurs for the sake of variety rather than dissatisfaction.

Decision Heuristics and Biases Heuristics come into play when consumers forecast the likelihood of future outcomes or events. A) Availability heuristic. B) Representativeness heuristic. C) Anchoring and adjustment heuristic.

Mental Accounting Mental accounting refers to the manner by which consumers code, categorize, and evaluate financial outcomes of choices. According to Richard Thaler, mental accounting is based on a set of key core principles: A) Consumers tend to segregate gains. B) Consumers tend to integrate losses. C) Consumers tend to integrate smaller losses with larger gains. D) Consumers tend to segregate small gains from large losses.

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Prospect theory maintains that consumers frame decision alternatives in terms of gains and losses according to a value function. A) Consumers are generally loss averse.

Profiling the Customer Buying Decision Process How marketers can learn about the stages in the buying process for their products? A) Introspective method. B) Retrospective method. C) Prospective method. D) Prescriptive method.