PERCEPTION IS REALITY
Marketing 260
Buyer Behaviour
with Duane Weaver
Week 1 – Introduction & Chp. 1
Today’s Outline
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Introductions
Overview of Course Outline
Overview of Course Text
Overview of Cases and Teams
Introduction to Buyer Behaviour
Introductions - Instructor
Duane Weaver
– B.Comm., M.D.Ed., IESNA
– CEO 2Birds1Stone
– Marketing, Business & Computer Applications
Instructor
– 20+ years management experience (marketing)
– Manufacturing, Wholesale and Retail experience
– Positions: Board of Directors, CEO, General Manager,
International Sales Manager, Business Development Manager,
Regional Sales Manager, Product Manager, Market Manager,
Service Manager, Parts Manager, Account Manager,
Marketing/Business Consultant, Instructor
– Enjoy sailing, soccer, badminton, golf and camping
Introductions - Students
Please use a sheet of paper and briefly
answer the following:
1.
2.
3.
4.
Your first and last names?
Something of interest about yourself?
Why are you studying marketing?
In one short paragraph describe what the
following statement means to you:
“ PERCEPTION IS REALITY”
Course Text
• Consumer behavior: buying, having and being,
4th edition. Solomon, Zaichowsky, Polegato
(2008).
• Learning With Cases 4th edition, MauffetteLeenders, Rerskine, Leenders (2007).
• Case Studies: Case 1 & 2 will be available
online at:
http://web.mala.bc.ca/weaverd/Mark260
• Case Studies 3 through 14 will be made
available as class progresses (check the class website)
Course Outline
• Case – based course.
(Lecture/Case Presentation/Discussion)
Overview of Cases and Teams
• This course will take a case-study approach. Students
will be asked to form study/case groups of 4-6 within the
first week of classes.
• The groups are expected to work on the case
assignments prior to each class.
• Each group will be tasked with the responsibility of
preparing and presenting cases at the end of each class
as determined by the instructor.
• (See http://web.mala.bc.ca/weaverd/Mark260 for team
case presentation schedule)
GROUP CASE
PRESENTATION/REPORTS
• Group Case presentations are due the class of the Case
Analysis.
• They must be submitted in a report format as per the
guidelines given by your instructor. (Please see
http://web.mala.bc.ca/weaverd/mark260 )
• Late case reports (without prior arrangement and for
good cause) will be assessed a 10% daily penalty, up to
three calendar days. Case reports handed in late
beyond three days will receive a mark of 0 for that
particular assignment.
• NOTE: ALL STUDENTS on the case team will receive the same
grade. Your team members will be your team for the entire
course.
Case Teams/Study Group
• Requesting Volunteer teams:
(2) from each seminar section to do the first two
cases (1st team = case 2, 2nd team = case 3)
• The first two teams to put their team
name on the board get to go first (you
may come up to the board at anytime between
now and the end of class).
Case Sources
• Case Studies: Case 1 & 2 will be available
online at:
http://web.mala.bc.ca/weaverd/Mark260
• Case Studies 3 through 14 will be
indicated on the site next week.
PERCEPTION IS REALITY
Introduction to Buyer Behaviour
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Buyer vs. Consumer
Defining Buyer Behaviour
Market Segmentation
Building Buyer Bonds
What affects Buyer Behaviour
Buyer vs. Consumer
• Course Title: Buyer Behaviour
– Anyone engaged in buyer behaviour
including: business, government or
consumers
• Text Title: Consumer Behaviour
– Has come to refer to “consumer” market,
someone who consumes products or services
versus organizational buyer behaviour.
What is Buyer (consumer) Behavior
“It 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”
(Solomon, Zaichowsky, Polegato, p. 6)
Buyer Behavior
• Actors – Role Theory – decision criteria
vary from role to role.
• Ongoing Process – not just a “moment of
truth” focus (“the exchange”). Buyer Behavior
Focuses on the entire consumption
process.
• Different Actors of focus: Buyer, Decision Maker,
Influencer…
Market Segmentation
• Identifying groups (segments) of buyers
who are similar to one another in one or
more ways.
• Examples of Segmentation:
– Demographic
– Geographic
– SocioEconomics (social class & income)
– Cultural
– Psychographic/Lifestyle
Building Bonds with Consumers
• Relationship Marketing – lifetime link to brands
and customers
– E.g.’s?
• Database Marketing – tracking buying habits
and crafting tailored products/services and
messages
– E.g.’s?
• Experiential Marketing – making the transaction
and process meaningful, memorable, and
desirable
– E.g.’s?
What affects Buyer
Behaviour?
Consumer Behavior, 3rd Edition,
Hayer/MacInnis, p. 14
What affects Buyer Behaviour
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Consumer’s Culture
Psychological Core
Process of Making Decisions
Buyer Behaviour Outcomes
Thank You – Next Class
• Please read and prepare for the Case
“Changing Consumer Perceptions of Bud
Riley’s” prior to next class. Please bring your
CASE PREPARATION CHART to the seminar.
• Also, in your case study teams, meet to discuss
the case prior to the class. At minimum prepare
the short form of the case preparation chart prior
to discussing with your team mates.
CASE STUDY TEAMS
• If you are not on a team, come see me
now and we will find an open team slot for
you.
• Each team…please send a representative
to the front of the class for your team to
accept the available candidates.
PERCEPTION IS REALITY