Consumer Behavior (Chapter 3)

Cause Marketing

What is cause or social marketing? How does it differ from other forms of marketing?

The Concept of Segmentation is Based on Three Propositions

1. Consumers are different. 2. Differences in consumers are related to differences in market demand. 3. Segments of consumers can be isolated within the overall market.

Benefits of the Segmentation Concept

1. Market "reality". 2. Provides a market opportunity. 3. Precise definition of the market in terms of consumer needs. 4. Efficient allocation of market resources. 5. Segmentation leads to a more precise setting of market objectives.

Three Alternative Marketing Strategies

1. Market Aggression. 2. Extreme Market Segmentation. 3. Partial Market Segmentation.

Criteria for Segmentation

1. Size (Substantiality). 2. Reachability. 3. Measurability. 4. Variations in Market Response. 5. Segments are Sufficiently Stable. 6. To Minimize Within Group Difference and Maximize Among Group Difference.

Bases for Segmentation

1. Socioeconomic and Demographic. 2. Geographical. 3. Psychological. 4. Perceptual Factors. 5. Usage Factors.

There is Also the Issue of Deception

All claims may not be true.

Ascribed Roles

Based on attributes over which an individual has little or no control. Gender roles are ascribed roles.

Achievement Roles

Based on performance criteria over which the individual has some degree of control.

Retail Strategy

Changing shopping roles.

Green Marketing

Concern for environment are: 1. Solid Waste Disposal. 2. Air/Water Pollution. 3. Resource Depletion. 4. Chemical Additives. 5. Harm to Nature.

Product Strategy

E.g., guns, razor blades, computer games, golf equipment ect. Time pressure and time-saving products.

Femininity

Expressive traits such as tenderness and compassion.

Gender Roles

Gender roles are the behaviors considered appropriate for male or female in a society.

Product Issues

Is life style of gay consumers different? Financial planning for gay couples as an example.

Communication Issues

Media. Advertising Message.

Role

Prescribed pattern of behavior expected of a person in a given situation by virtue of the person's position in that situation.

Sex

Refers to the physical and biological differences between men and women.

Gender

Refers to the social, psychological, and cultural attributes of masculinity and femininity that are based on the above biological distinctions.

Marketing to Gay and Lesbian Consumers

Research problems related to the study of gay and lesbian markets are identifying the market, estimating market potential, etc.

CRM

There is also "cause related marketing" CRM. Appeals to: individualism, problem-solving orientation values.

Marketing Communication

Targeting Women by Message, Media (Working Mother, Working Woman, etc.)

Marketing Strategy and Values

Three marketing trends that have evolved in responses to changing values are: Green Marketing, Cause-Related Marketing, Marketing to Gay and Lesbian Consumers.

Market Segmentation Related to Gender Role

Traditional Housewife, Trapped Housewife, Trapped Working Woman, Career Working Woman.

Masculinity

Traits such as aggressiveness and dominance.