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Consumer Behavior Building Marketing Strategy 13th Edition

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www.downloadslide.com Chapter Thirteen Situational Influences 487 It is important to note that individuals do not encounter situations randomly. Instead, most people “create” many of the situations they face. Thus, individuals who choose to engage in physically demanding sports such as jogging, tennis, or racquetball are indirectly choosing to expose themselves to the situation of “being tired” or “being thirsty.” This allows marketers to develop products, advertising, and segmentation strategies based on the situations that individuals selecting various lifestyles are likely to encounter. After identifying the different situations that might involve the consumption of a product, marketers must determine which products or brands are most likely to be purchased or consumed across those situations. One method of approaching this is to jointly scale situations and products. An example is shown in Figure 13–3. Here, use situations that ranged from “private consumption at home” to “consumption away from home where there is a concern for other people’s reaction to you” were scaled in terms of their similarity and relationship to products appropriate for that situation. For use situation I, “to clean my mouth upon rising in the morning,” toothpaste and mouthwash are viewed as most appropriate (see Figure 13–3). However, use situation II, “before an important business meeting late in the afternoon,” involves both consumption away from home and a concern for the response from others. As a result, mint-flavored gums or candies are preferred. Where do you think a product like Listerine Breath Strips would be located on this map? Use Situations and Product Positioning Used away from home II FIGURE 13-3 Fruit-flavored gum/candy Mint-flavored candy/gum Sodas Concerned with personal response Fresh fruit Dental aids Concerned with response from others Mouthwashes I Toothpastes Home usage I = Use situation: “To clean my mouth upon rising in the morning.” II = Use situation: “Before an important business meeting late in the afternoon.”

www.downloadslide.com 488 Part Four Consumer Decision Process ILLUSTRATION 13-8 This ad shows new use situations for Arla LactoFree milk. Determining how products are currently used across situations can help the marketer develop appropriate advertising and positioning strategies. In our example, Wrigley’s might advertise its Spearmint Gum as having breath-freshening capabilities that make it appropriate for use in social situations away from home. Or a marketer may try to change the situations for which a product is used. In Figure 13–3, mouthwash is not seen as appropriate for consumption away from home. What if a version of Scope was developed that one swallowed after use? Could it successfully be promoted for use away from home? Would it be able to compete against breath strips? Illustration 13–8 promotes a new usage situation for Arla LactoFree milk in its “Say Yes to Frothy Fruity Smoothies” campaign. Another approach for developing situation-based marketing strategies is to follow these five steps: 71 1. Use observational studies, focus group discussions, depth interviews, and secondary data to discover the various usage situations that influence the consumption of the product. 2. Survey a larger sample of consumers to better understand and quantify how the product is used and the benefits sought in the usage situation by the market segment. 3. Construct a person–situation segmentation matrix. The rows are the major usage situations and the columns are groups of users with unique needs or desires. Each cell contains the key benefits sought. (Table 13–2 illustrates such a matrix for suntan lotion.) Then: 4. Evaluate each cell in terms of potential (sales volume, price level, cost to serve, competitor strength, and so forth). 5. Develop and implement a marketing strategy for those cells that offer sufficient profit potential given your capabilities.

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The Consumer Markets Scoreboard 2nd edition
EDITION
Consumer Buying Behavior - BeefRetail.org
Connected Consumers
2015 CONSUMER VIEWS OF EMAIL MARKETING 1
Online Marketing Strategy and Consumer Behavior - IHG Owners ...
Global Consumer Marketing Group - Cattlemen's Beef Promotion ...
Fashion Marketing: Contemporary Issues, Second edition - Pr School
Survey of the American Consumer - GfK MRI
The Swedish Consumer Report 2013 - Konsumentverket
BUILDING YOUR BRAND - IAB UK
Victoria's Secret: Marketing Strategy