Professional Documents
Culture Documents
Consumer Behavior:
Its Origins and
Strategic Applications
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Consumer Behavior
The behavior that consumers display in
searching for, purchasing, using,
evaluating, and disposing of products
and services that they expect will satisfy
their needs.
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Personal Consumer
The individual who buys goods and
services for his or her own use, for
household use, for the use of a family
member, or for a friend.
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Organizational Consumer
A business, government agency, or other
institution (profit or nonprofit) that buys
the goods, services, and/or equipment
necessary for the organization to
function.
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Process of dividing
the market into
subsets of
consumers with
common needs or
characteristics
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Product
Price
Place
Promotion
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Successful Relationships
Value, Satisfaction,
and Retention
Customer
Value
Customer
Satisfaction
Customer
Retention
Successful Relationships
Value, Satisfaction,
and Retention
Customer
Value
Customer
Satisfaction
Customer
Retention
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Successful Relationships
Value, Satisfaction,
and Retention
Customer
Value
Customer
Satisfaction
Customer
Retention
Customer Profitability-Focused
Marketing
Tracks costs and revenues of
individual consumers
Categorizes them into tiers based on
consumption behavior
A customer pyramid groups customers
into four tiers
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Customer Profitability-Focused
Marketing
Tier 1: Platinum
Tier 2: Gold
Tier 3: Iron
Tier 4: Lead
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Utilize an understanding of
customer needs to develop
offerings that customers
perceive as more valuable than
competitors offerings
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