Gestione dell’Innovazione e dei Progetti – GIEP 2007/2008 Lucidi #GENPI 1- Lezione “Introduzione all’Innovazione di Prodotto: L’Analisi dei Bisogni”

Presentazione sul tema: "Gestione dell’Innovazione e dei Progetti – GIEP 2007/2008 Lucidi #GENPI 1- Lezione “Introduzione all’Innovazione di Prodotto: L’Analisi dei Bisogni”"— Transcript della presentazione:

1 Gestione dell’Innovazione e dei Progetti – GIEP 2007/2008 Lucidi #GENPI 1- Lezione “Introduzione all’Innovazione di Prodotto: L’Analisi dei Bisogni” As mentioned before the first lecture is about the concept of innovation in itself. Is it necessary to innovate? Why? Do companies innovate or not? More in detail we would try to understand, on the one hand, the relationships between innovation and competitive advantage and, on the other hand, the reasons that make difficult to innovate. Emilio Bellini RCOST, Università del Sannio DIG, Politecnico di Milano

2 GESTRAT GENPI GESPI La Struttura GIEP
PROJECT WORK di Gruppo: Progettazione di Nuovi Prodotti/ Nuovi Servizi

3 Testi di Riferimento: - GENPI_Testo_RV_Nuovo Prodotto: “Innovazione di Prodotto”, Roberto Verganti, Capitolo 1 del volume Munari e Sobrero, Innovazione Tecnologica. - GENPI_Testo_PK_Analisi ContestoSC: Kotler, Capitolo 6. - GENPI_Lettura_User Needs, Evan Report, User Needs - Censis, Stampa, Spot TV

4 A Strategic Perspective on New Product (and Service) Development
Competitive Environment FIRM (Resources, Capabilities, Competences, Organizational Systems) STAKEHOLDERS Customers Users Others PRODUCT In a strategic Perspective: Internal-Product is the core (organizational core for coordinating different , communication core for speaking in inter-departmental), External- Product id the Interface with customers, competitors…, Product is the source of revenues (business model)… Socio-Cultural Environment

5 La Gestione dell’Innovazione Design-Driven: Risorse Progettuali e Processi (Verganti, 2002, 2006)
SISTEMA PRODOTTO Strumenti (How?) Risultati (What?) Efficacia (Why?) Conoscenza delle Tecnologie Processo di R&S sulle Tecnologie Technologie Funzioni Prestazioni Capacità di Integrazione Bisogni Linguaggi Messaggi Processo di R&S sui Modelli Culturali Significati Conoscenza dei Modelli Culturali

6 La Gestione dell’Innovazione Design-Driven: Risorse Progettuali e Processi (Verganti, 2002, 2006)
SISTEMA PRODOTTO Strumenti (How?) Risultati (What?) Efficacia (Why?) Conoscenza delle Tecnologie Processo di R&S sulle Tecnologie Technologie Funzioni Prestazioni Capacità di Integrazione Bisogni Linguaggi Messaggi Processo di R&S sui Modelli Culturali Significati Conoscenza dei Modelli Culturali

7 Mix Promozionale Mix di Offerta - Prodotti/Prezzi
Il Modello di Business e la Natura Duale dell’Azione di marketing: Clienti Intermedi e Clienti Finali Mix Promozionale Promotion Pubblicità Mix di Offerta - Prodotti/Prezzi Forza Vendita Segmenti di Clienti Intermedi Segmenti di Clienti Finali Pubblic Relation

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10 Sviluppo del Concetto IDEA Formulazione
“interna” “generica “creativa”,“tecnica” Es. …”innovativa miscela in polvere da aggiungere al latte per renderlo più nutriente e gustoso” . CONCETTO Clienti/Utenti Target Linguaggio Formulazione delle “Specifiche” BISOGNI Attributi Funzionali Occasioni d’Uso Posizionamento Occasioni d’Uso: Esperienze Gratificanti (prima, dopo,durante) e Vantaggi Ricercati

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14 La Scala dei Bisogni secondo Maslow
Bisogni di Auto-Realizzazione Bisogni di Stima Bisogni Sociali (di appartenenza) Bisogni di Sicurezza Bisogni Primari

15 Bisogni di Autorealizzazione
Dai Bisogni agli Attributi “Funzionali”/”Testuali” dei Prodotti: Esempi Bisogni Primari Sanità e Affidabilità Luoghi e Alimenti Efficacia Principi Attivi, Controindicazioni Trasgressione Gustosità Bisogni Sociali Seduzione Collettiva Riconoscibilità Accettabilità/Ingresso Stile e Tribù/Community Bisogni di Sicurezza Durabilità, Resistenza Conformità, Mantenimento Prestazioni Tecniche Facilità d’uso, Comodità, Abitabilità Bisogni di Stima Seduzione Individuale Affettività Stile e Leadership Stile e Vittoriosità Bisogni di Autorealizzazione Assenza di Sensi di Colpa/Buonismo Conflitto Interiore/Equilibrio, Quiete, Atmosfera Genialità, Innovazione, Espressione, Intellettualità Soddisfazione, Goal Attainment

16 Vantaggi RICERCATI e Esperienze Gratificanti (Occasioni d’Uso): Esempi
Gustosità Sapori Raffinati vs. Sapori Tipici Esperienza Gratificante nel Corso d’Uso Seduzione Collettiva Presenza sui Media Locali vs. Presenza nei Commenti Esperienza Gratificante dei Risultati d’Uso Appartenenza alla Tribù/Community Esibizione Gadget Esperienza Incidentale all’Uso

17 Richiami Cognitivi/Informativi Esperienza di Raccolta dati
Analisi dei Bisogni e Progettazione dei Richiami/Appeal Pubblicitari per il Sense Making Richiami Cognitivi/Informativi Esperienza di Raccolta dati Richiami Emotivi/Sentimentali Esperienza Estetica Richiami Comportamentali/Compulsivi Esperienza di Seduzione

18 Richiamo Pubblicitario sulla base di Soddisfazione/Esperienza d’Uso

19 Principio di Realtà Principio di Piacere AMBIENTE ATTORE ESTERNO
L’Analisi dei Bisogni nella prospettiva Freudiana: Il Trade Off “Realtà-Piacere” Principio di Realtà Principio di Piacere AMBIENTE ESTERNO ATTORE primo tentativo di spiegare il conflitto che travaglia la psiche umana risiede nell'osservare due princìpi opposti fra loro, che Freud chiama principio del piacere e principio di realtà . L'uomo, di per sè, tenderebbe sempre a soddisfare all'istante il piacere che prova, per poter così trovare una forma di equilibrio interno; e tuttavia a questo "principio del piacere", per cui si sarebbe indotti a realizzare sempre e comunque il piacere, si oppone il "principio di realtà", ovvero la consapevolezza delle richieste provenienti dall'ambiente circostante: se, infatti, tutte le pulsioni fossero immediatamente realizzate, non solo ciò sarebbe incompatibile con le regole della società, ma perfino con la semplice sopravvivenza fisica dell'individuo, e non a caso ciascuno di noi tende a reprimere parzialmente il principio di piacere in funzione del fatto che deve vivere. Secondo quest'interpretazione freudiana, l'uomo vive in una perenne tensione ineliminabile per cui nessuno dei due princìpi (di piacere e di realtà) può venir meno: le pulsioni devono essere scariocate ma tenendo conto della realtà circostante e da ciò sorge, gradualmente, un conflitto interiore, proprio come nei sogni emergevano cose rimosse dalla coscienza. Ed è curioso notare come questa distinzione tra i due princìpi rievochi fortemente quella nietzscheana tra apollineo e dionisiaco: come per Nietzsche, anche per Freud alla base dell'uomo vi sono pulsioni irrazionali e vitalistiche (ovvero dionisiache), che però vengono ridimensionate dall'apollineo, cioè dalle regole imposte dalla società e dalla razionalità. In alcune opere più mature, Freud dichiara apertamente di essere andato al di là del principio di piacere: si rende cioè conto che solo in apparenza il principio di realtà e quello di piacere sono tra loro opposti; se meglio analizzati, essi risultano anzi essere due facce della stessa medaglia, proprio come l'utile, se esaminato in profondità, non è in contrapposizione con il piacere, ma è anzi un modo per realizzarlo utilmente; così il principio di realtà altro non è se non una manifestazione del principio di piacere, più precisamente consiste nell'esprimere il piacere in forma mediata. E poi Freud si rende conto che contro questo principio bipolare che è il principio di piacere (comprendente, come abbiamo appena detto, anche quello di realtà) vi è un altro principio ad esso opposto e consiste in una tendenza all'autodistruzione. Ora Freud al principio vitale (piacere + realtà) contrappone quello di morte, sotto forma di autodistruzione e per esprimere il conflitto tra questi due princìpi riprende il binomio, tipicamente romantico, eroV kai qanatoV , "amore e morte":

20 Egotistic Social Compliance Compliance Basic Instinct
From Needs to Required Attributes: Examples from “Freudian Perspective” Overcoming the Conflict “Reality versus Pleasure” Egotistic Compliance Social Compliance Basic Instinct

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22 Cultural Factors Social Factors Personal Factors
“4Factors Kotler Model of Consumer Behaviour” for Socio-Cultural investigations Cultural Factors Social Factors Customer and His Needs Personal Factors Psychological Factors Cultural factors exert the broadest and deepest influence on consumer behaviour. In general, the marketer’s distinguish three different cultural factors:

23 Product Structure: Two-Layers (Gotszch, 2000)
Firm Customer/ User In order to better understand the managerial problems of integration of competences within the Process of PD, we need to clarify the complex nature of the Product. As You know the P is the interface between the Firms and their Customers/users. Indeed it is through the Product that the firm can express to the customers all the complexity of the strategic work (strategic analysis, competitive positioning, competitive strategy against competitors, networking strategy with partners, marketing strategy about prices, distribution, promotion). The product is also the main tool that the firm can use in order to transfer to the Customer all the results of the organizational work developed in order to improve the ability of the firm in organizing processe for the value creation, processes for the customer satisfaction…) In order to improve the ability of NPD manager in managing this very complex nature of the product the B&M Theory proposes the same conceptual shift from the traditional dichotomy between TC and MC, each of the with its own rules, objective, mind set, cultures…, to THE INTEGRATION BETWEEN TC and MC. At the Process level we could better understand the logic of integration starting from the Model of Product Structure proposed by Gotsch in Usually we are consumers and so we have, from the consumer perspective, the oversimplified idea that the Product is a unitary object. Actually, from a managerial perspective, Product has a more complex structure. At the first level the Product is constituted by two main elements: the FPA as technical features, e.g. the fastness or the size, or the performaces of the car….the improvement of these aspects are strivtly linked to the development of TC… the CPA, like the brand, the packaging, the advertising texts…Clearly…CPA/MC.

24 L’Analisi di Scenario: Il Rapporto Impresa-Ambiente
SISTEMA POLITICO-ISTITUZIONALE Concorrenti SISTEMA R&S Fornitori Impresa Canali D. Clienti SISTEMA SOCIO CULTURALE. Pubblico SISTEMA ECONOMICO

25 Le MacroTendenze Culturali secondo Kotler
Altruismo Gratificazioni nel Lungo termine Il Lavoro Relazioni Formali Sentimento Religioso Egocentrismo Gratificazioni nel Breve termine Godersi la Vita Relazioni Informali Secolarizzazione/ Scientismo

26 Le MacroTendenze in Italia
Anni Ottanta Individualismo Soggettivo Esasperato Edonismo Qualità Percepita “Apparire” Anni Novanta Individualità Attenzione al Sociale Minimalismo Qualità Funzionale “Essere/Sentirsi”

27 Rapporto Censis 2005

28 From CULTURAL Factors to Required Attributes: Nike, 2004
Culture Sub-Culture Social Class LANGUAGE Symbols Signs Words Colors Sounds Grammar Syntax (Form/Structure of the signs/symbols) Semantics (Meanings of signs/symbols) syntax (from Ancient Greek συν- syn-, “together”, and τάξις táxis, “arrangement”) is the study of the rules that govern the structure of sentences, and which determine their relative grammaticality. The term syntax can also be used to refer to these rules themselves, as in “the syntax of a language Semantics (Greek sēmantikos, giving signs, significant, symptomatic, from sēma (σῆμα), sign) refers to aspects of meaning, as expressed in language or other systems of signs. Semantics contrasts with syntax, which is the study of the structure of sign systems (focusing on the form, not meaning). Related to semantics is the field of pragmatics, which studies the practical use of signs by agents or communities of interpretation within particular circumstances and contexts.[1] By the usual convention that calls a study or a theory by the name of its subject matter, semantics may also denote the theoretical study of meaning in systems of signs.

29 SOCIAL Factors Groups of Reference Family Role Status
Membership Groups (Primary, Secondary) Target Groups (Positive, Negative) Family First, Second… Role Set of attributes deriving from Formal Positions within Society Status General Esteem/Social Opinion attributed to specific Roles within Society RRoles and Statuses A person participates in many groups throughout life: - family, clubs, organizations. The person’s position in each group can be defined in terms of role and status. A role consists of the activities that a person is expected to perform according to the persons around him or her. Each role carries a status reflecting the esteem accorded to it by societyuolo: Insieme delle attività “attese da posizioni formali della società” …che un individuo svolge nei confronti delle persone a lui vicine Status: stima attribuita generalmente ad un dato Ruolo nella società/gruppo

30 PERSONAL Factors Age and Lifecycle Employment Economic Conditions
Life Style INTERFACE “…the way a person lives. This includes patterns of social relations, consumption, entertainment, and dress…” Personality MASK: “dynamic and organized set of characteristics possessed by a person that uniquely influences his or her cognitions, motivations, and behaviors in various situations” Self-Concept Actual, Ideal, Social SDV: Modello/Interfaccia secondo cui l’individuo si muove nel mondo e che si manifesta negli AIO scelti…modello di interazione con il mondo.. PERS: l’insieme delle caratteristiche psicologiche che distinguono l’individuo e lo portano a RISPONDERE IN MODO RELATIVAMENTE coerente gli stimoli ambientali In sociology a lifestyle is the way a person lives. This includes patterns of social relations, consumption, entertainment, and dress. A lifestyle typically also reflects an individual's attitudes, values or worldview. Having a specific "lifestyle" means engaging in a characteristic bundle of behaviors that makes sense to both others and the self in different times and places. Therefore, a lifestyle can be used to forge a sense of self identity and to create cultural symbols for the way a person is. The behaviors and practices within lifestyles are a mixture of habits, conventional ways of doing things, and reasoned actions. In business, "Lifestyles" provide a means of targeting consumers as advertisers and marketers endeavor to match consumer aspirations with products. Lifestyles refer to patterns in which people live, spend time and money. These patterns reflect by demographical factors (the habits, attitudes, tastes, moral standards, economic level and so on… that together constitute the mode of living of an individual or group); that include things such as the individual’s activities in addition to their interests Personality psychology is a branch of psychology which studies personality and individual differences. One emphasis in this area is to construct a coherent picture of a person and his or her major psychological processes. Another emphasis views personality as the study of individual differences, in other words, how people differ from each other. A third area of emphasis examines human nature and how all people are similar to one other. These three viewpoints merge together in the study of personality. Personality can be defined as a dynamic and organized set of characteristics possessed by a person that uniquely influences his or her cognitions, motivations, and behaviors in various situations (Ryckman, 2004). The word "personality" originates from the Greek persona, which means mask. Significantly, in the theatre of the ancient Latin-speaking world, the mask was not used as a plot device to disguise the identity of a character, but rather was a convention employed to represent or typify that character.

31 Age/Income/Employment VALUES Interests Opinions Purchasing Model
From LifeStyle to required Attributes: The VALS “9 American Lifestyles” Age/Income/Employment VALUES Interests Opinions Purchasing Model NEED-DRIVEN Survivor LS Sustainer LS OUTER-DIRECTED Belonger LS Emulator LS Achiever LS INNER-DIRECTED I-Am-Me LS Experiental LS Societally Conscious LS OUTER/INNER DIRECTED Integrated LS

32 Gli Stili di Vita “Eurisko”
I Liceali I Delfini Gli Spettatori Gli Arrivati Gli Impegnati Gli Organizzatori Gli Esecutori Le Colleghe Le Commesse L. Le Raffinate M. Le Massaie N. Gli Avventati O. Gli Accorti P. Le Appartate Profilo sintetico Caratteri sociodemografici Valori individuali e sociali Attività sociali Tempo libero e interessi culturali Utenza dei media Modello di consumo Dinamica

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34 I Liceali Profilo sintetico E’ lo stile dei giovani studenti che appartengono a famiglie della classe media e vivono in modo sostanzialmente spensierato, con poche responsabilità, condizionati solo dal bisogno di appartenere ad un gruppo e di confrontarsi con esso. La loro giornata si divide fra scuola e amici, svaghi e attività sportive. Caratteri sociodemografici Sono giovani e giovanissimi studenti delle scuole medie superiori o dell’università, in ugual misura maschi e femmine; vivono quasi tutti con i genitori, soprattutto in medio-grandi centri urbani, in un bell’appartamento. Il loro reddito (personale) è medio/medio-basso, ma lo status è medio-alto/alto. Valori individuali e sociali Credono nell’amicizia, nella solidarietà tra i popoli, nella necessità di proteggere la natura. Amano il tempo libero, l’avventura, la vita piena di esperienze, ma ritengono pure di doversi affermare con i meriti personali. Attività sociali Sono dominati dalla spensieratezza e dal disimpegno. Amano trascorrere il tempo riuniti tra amici, per ascoltare musica, ballare, chiacchierare. Nei confronti della politica esprimono il più totale disinteresse, sia ad un livello semplicemente informativo che - a maggior ragione - a livello di partecipazione personale. Frequentano i riti religiosi in misura superiore alla media. Tempo libero e interessi culturali Praticano continuativamente almeno uno sport e altri saltuariamente. Amano molto viaggiare sia in Italia sia in Europa. Hanno interessi culturali piuttosto estesi. Sono forti lettori di libri, vanno molto spesso al cinema e sono forti ascoltatori di musica rock/pop. Utenza dei mezzi Sono forti ascoltatori di radio, con una netta preferenza per le private. Sono medi ascoltatori di televisione. Leggono spesso i quotidiani sportivi (in media quelli di informazione) e sono buoni lettori di settimanali e mensili. Sono attenti e interessati alla pubblicità su tutti i mezzi. Modello di consumo Sono fortemente influenzati dalla appartenenza al gruppo e dalla pubblicità. I loro consumi sono caratterizzati da una concezione “leggera” del denaro e acquistano più in base a criteri istintivi ed emozionali che razionali: il budget disponibile è destinato prevalentemente all’abbigliamento (che deve corrispondere ai dettami del gruppo e consentire distinzione dal resto della società) al motorino ed al fast-food, importante luogo di socializzazione con i loro coetanei. Dinamica l’età si “allunga” leggermente, si alza il livello del titolo di studio e il benessere della famiglia di origine, presso cui tendono a prolungare ulteriormente la permanenza confermano la loro serenità di fondo; se mostrano qualche crescente preoccupazione per il futuro, questa appare sostanzialmente “rimandata”: cresce la percezione di avere buone potenzialità di successo e di essere razionali, cioè dotati di strumenti di pensiero evoluti sempre più “essenziali” e chiari nei loro progetti e nelle loro richieste, auspicano crescentemente denaro, salute, recupero dei valori famigliari, difesa dei redditi e libertà di iniziativa economica nel campo dei consumi cresce l’esploratività, l’interesse per il nuovo, la riscoperta di temi come la qualità, la marca nota e l’orientamento alla distinzione cioè il desiderio di costruirsi una identità attraverso i consumi.

35 Le Colleghe Profilo sintetico Il doppio ruolo professionale e di massaia è colto da questo stile che isola un gruppo di donne giovani e adulte con un’occupazione impegnativa fuori casa e con molti altri impegni personali e familiari - primo tra tutti quello dei figli - da affrontare. Tipico di questo stile il tentativo (non sempre riuscito) di conciliare evasione (svaghi, divertimenti) ed impegno (letture, interessi culturali). Caratteri sociodemografici Sono donne intorno ai 35 anni, di elevata istruzione che vivono soprattutto al nord. Dividono la loro giornata tra la professione - come insegnanti, impiegate o dirigenti - e la famiglia: sono sposate senza figli o con un figlio piccolo. Status e reddito sono medio-alti. Valori individuali e sociali Denunciano la discriminazione di cui sono ancora vittime le donne; hanno una forte progettualità professionale ma desiderano anche che il lavoro conceda loro più tempo libero da dedicare a soddisfare altri interessi: la loro forte progettualità culturale e la cura della famiglia. Attività sociali Sono spesso impegnate in una professione che assorbe gran parte del loro tempo. Gli orizzonti di socialità ne risentono, ma non scompaiono del tutto. Sono caratterizzati dall’evasione (rilassarsi in famiglia, guardare le vetrine) ma anche dall’interesse per le tematiche sociali e politiche (che però fatica a diventare partecipazione attiva). Tempo libero e interessi culturali Praticano attività fisica: soprattutto jogging, nuoto, sci, palestra, massaggi e anche ginnastica in casa. Viaggiano molto, sono attratte dall’Italia ma soprattutto dall’Europa. Hanno interessi culturali vivi. Vanno molto al cinema, alle mostre e visitano musei. Sono fortissime lettrici di libri, spaziano dal romanzo di narrativa ai saggi, ai libri specialistici. Utenza dei mezzi L’ascolto di radio è sopra media, quello di televisione è leggermente sotto media. Piuttosto consistente la lettura dei quotidiani d’informazione. Sono forti lettrici di settimanali e mensili. Sono ampiamente interessate alla pubblicità, soprattutto se veicolata da quotidiani, periodici e manifesti. Modello di consumo Danno importanza sia alla qualità che all’immagine dei prodotti, che preferiscono “di marca”; abbinano l’attenzione per l’alimentazione alla cura per la persona, ed all’abbigliamento. I loro consumi sono fortemente influenzati dalla moda; tuttavia non amano conformarsi al gruppo, ma preferiscono mantenere - e sottolineare - la loro individualità. Dinamica dal punto di vista sociodemografico non mostrano grandi mutamenti dal punto di vista valoriale e psicologico, invece, è lo Stile che più di tutti sembra essersi positivamente adattato alla complessità del momento storico: aumenta la sicurezza, l’interesse, l’attivismo, mentre diminuisce la preoccupazione, l’ansia, l’emotività: -aumenta l’investimento sul proprio corpo, sulla salute, sui valori familiari, così come   cresce la ricerca di un equilibrio complessivo, di un benessere, non solo materiale,   che interessa più aspetti della vita; più di ieri si sentono aperte, curiose,   estroverse, capaci di affrontare la vita con razionalità e successo, anche in campo   professionale -sono più progettuali e attive anche in campo culturale: leggono e viaggiano di più mostrano un approccio ai consumi positivo ed investito in termini emotivi, associando una rinnovata concretezza, basata sulla loro “professionalità” nel saper scegliere, a un crescente bisogno di gratificazione e di piacere: -valutano più attentamente il rapporto qualità/prezzo, non necessariamente per un   bisogno di risparmio ma per forma mentis, sono più aperte, esplorative, esigenti,   cercano più di ieri la marca affidabile, il punto vendita migliore ed anche un certo   piacere nel consumo e nella spesa.

36 PSHYCOLOGICAL Factors
MOTIVATION PERCEPTION LEARNING OPINIONS AND BELIEFS Motivation is an internal state that activates goal-directed behaviour on the part of consumers in order to satisfy some need. The specific products people want to satisfy a need are influenced by their unique sets of experiences and backgrounds, and the degree to which a consumer is willing to expend energy to satisfy a need depends on the underlying motivation. People are driven to purchase certain products to satisfy basic needs, utilitarian needs, or hedonic needs. Freud’s theory of motivation and Maslow’s hierarchy of needs provide insights into why consumers are motivated to buy certain types of products. Some consumers engage in compulsive consumption because they are compelled to shop, not because they are motivated to satisfy a need. People may do things subconsciously that they are not even aware of. Maslow’s hierarchy probably has more practical value. Satisfying the needs of lower-order needs then progressing to higher-order needs seems to fit more consumption decisions than the Freudian approach (See Figure 6.3 for a more detailed description of the needs hierarchy). Page 13131 5. What behavioural and cognitive learning theories are important to marketers? How do these perspectives differ when applied to consumer behaviour? Learning is a relatively permanent change in consumer behaviour that is caused by experience or acquired information. Behavioural learning theories are those theories of learning that focus on how consumer behaviour is changed by external events, or stimuli. Cognitive theories are those theories that stress the importance of internal mental processes and that view people as problem solvers who actively use information from the world around them to master their environment. The more important of these theories (for the marketer) are classical conditioning, operant conditioning, reinforcement, repetition, and stimulus generalization in the behavioural learning area. Cognitive theory components that are of interest are observational learning and modeling. By observing the different views (external or internal orientation), the marketer can explore different paths to reach the consumer and influence their behaviour. 6. How do the three components of attitudes account for consumer decision making and purchasing behaviour? An attitude is a learned predisposition to respond favourably or unfavourably to stimuli, based on relatively enduring evaluations of people, objects, and issues. An attitude has three components--affect, behaviour, and cognition--and emphasizing the interrelationships among knowing, feeling, and doing. Depending on the nature of the product, one of these three components--knowing, feeling, or doing--will be the dominant influence in creating an attitude toward a product. 7. What is personality? How is consumer behaviour influenced by an individual’s personality and self-concept? The unique psychological characteristics that consistently influence the way a person responds to situations make up his or her personality. Several theories attempt to explain consumptive differences based on personality. Trait theory focuses on identifiable personality characteristics, such as innovativeness, self- confidence, and sociability, which influence many purchase decisions. Studies have linked these characteristics, as well as a person’s self-concept, to buying behaviour in which people seek products that enhance or minimize their personal attributes. Page 14132 8. Why is self-concept such an important personal influence on purchasing behaviour? How do age and the family life cycle influence consumers? What is the significance of lifestyles in understanding consumer behaviour and purchasing decisions? A person’s self-concept is his or her attitude toward the self. The self-concept is a complex mixture of belief’s about one’s abilities, observations of one’s own behaviour, and feelings about one’s personal attributes such as body type of facial features. Age and the family life cycle both influence consumers. Age is an important determinant of needs and wants. Where a family is in the family life cycle also influences needs and wants. For example young families with children have different needs and wants for goods and services than families whose kids are in college. A lifestyle is the pattern if living that determines how people choose to spend their time, money, and energy and that reflects values, tastes, and preferences. Lifestyle marketing is a strategy that recognizes that people can be grouped into common market segments based on similarities in lifestyle preferences. 9. Why is an understanding of social influences such as culture and subculture important to marketers? What is the significance of social class to marketers? What are reference groups, and how do they influence consumers? Culture is the learned values and patterns of behaviour that stem from the shared meanings, rituals, and traditions among the members of a society and that influence their attitudes, beliefs, preferences, and priorities towards abstract ideas, activities, and products. Subculture is a group within a society whose members share a distinctive set of beliefs, characteristics, or common experiences. The consumer’s overall priorities for products and activities are significantly influenced by cultural values. Therefore, the marketer must be keenly aware of these influences if they are too market and communicate with these sometimes diverse groups. Social class is the overall rank or social standing of groups of people within a society according to the value assigned to such factors as family background, education, occupation, and income. For marketers, social class identifies large groups of people with much in common. It is also an important determinant of how much money a consumer spends, and it influences how it is spent. Page 15133 Reference groups are a set of people that a consumer is motivated to please or imitate and that influences consumer purchasing to the extent that the purchase is conspicuous to others. 10. What are the situational influences on consumer purchasing behaviour? How does each affect purchasing decisions? Situational influences are events and conditions--such as the shopping environment, the consumer’s mood, and the time of day as well as time available- -that affect how products are evaluated and chosen at the time of purchase. Time (or the lack of it) influences the which products and brands are selected because of the importance of time to the individual consumer in our society. For many products, their sole function is to save us time (microwave cooking for example). It is one of the consumer’s most limited resources. Time pressure can sometimes be intense and lead to mistakes or poor choices. A person’s mood can also affect purchases. Pleasure and arousal may dictate whether the consumer will be favorably disposed to the product or not. Marketers would hope to give the consumer a pleasant shopping experience The shopping environment--such as store layout, store fixtures, colours, lighting, smells, and music--can interact with or affect moods and the shopping experience. The above- mentioned features are especially important in stressful shopping trips such as grocery shopping. The consumer is more likely to impulse buy when they enter into a pleasant shopping environment. Marketing Concepts: Discussing Choices and Issues 1. Some consumer advocates have criticized marketing messages that link products to idealized people and situations and encourage the belief that the products will change consumers’ lives in the portrayed direction. Tell whether you agree and explain why or why not. Each of us is constantly confronted with the activities of marketers competing for our attention and our money. Wherever we turn we are bombarded by marketing communications intended to influence our purchase decisions or even the decision to purchase something at all. Our identities as consumers are intimately related to other people with whom we identify. We are all individuals, but rarely do the same products or services appeal to people who differ in age, educational background, income, and so on. Page 16134 The students should determine if having an idealized self is bad. Is it bad in relationship to products and product purchase? The more intimately that we know consumers the more likely that we will pursue idealized desires. Be sure to ask students to explain their choice response to this question. Are their circumstances under which they can agree with the other direction of choice? What might they be? 2. This chapter raised the question, “Do we buy what we are?” What answer would you give based on your experience? Provide examples that support your opinion. It has often been said that marketing provides a mirror image of our society--be it good or be it bad. Consumption is the reaction that the consumer exhibits to communications from the producers and distributors of goods and services. To help the student formulate an answer to this question ask them about purchasing a car, fashion clothing, a stereo, entertainment, an education at a college or university. What type of products are they most involved with? One interesting project for the students is to ask them to list five to eight products (by specific brand name) that they buy that best illustrates who they are, pass them around (no names on the papers), and see if the class can guess who the students are based on their product purchases or at least what type of person might purchase the indicated items. 3. A number of current demographic or cultural trends are important to marketers. What are some important trends that may affect marketing of the following products: a. housing b. home health care c. newspapers d. education e. travel and tourism Below are some examples that can be used to help begin a discussion for this question. Housing: As the number of senior adults grows so does the need for housing. Housing which allows senior adults to live independently while providing needed services is in great demand. Home Health Care: The aging of the Canadian population will create increased demand for home health care. What will the health care system be like in the year 2010? Page 17135 Newspapers: Will the newspaper continue to be delivered in paper form or will it be delivered electronically over the Internet? Education: Will most post secondary education move to electronic delivery over the next ten years? Travel and Tourism: The Internet has already begun to change the way travel plans are made. By visiting the Web site of an airline and/or hotel, travelers can easily compare prices and make reservations. Many cities and towns have also developed Web sites to market their area. 4. Affect, cognition, and behaviour are three components that can be used by marketers to shape people’s attitudes about products. Identify the product categories you think are most likely to be affected by each component, and discuss the merits of trying to change people’s attitudes about them. Affect (feeling), behaviour (doing), and cognition (knowing) are the three components of attitude. First, those products that are sensory in nature (such as perfume) are associated with affect (feeling) components of attitudes. Second, those products that are based on experiences (such as everyday products like chewing gum) are associated with behaviour (doing) components of attitudes. And third, those products that are important or complex products (such as computers) are more associated with cognition (knowing) components of attitudes. Attitudes can be changed. However, it is usually easier to establish new attitudes. If change is the objective, it usually easier to associate the attitude change with an established attitude. An example would be to ask a smoker to quit by emphasizing the positive health benefits of the change in habit and attitude. Culture is not static-it continues to change. What changes in the values, beliefs and customs of Canadian culture do you see changing? How are these changes affecting marketing? What products will be affected more by these changes? An interesting way to discuss this question would be to have students assist you in listing ways that values, beliefs, and customs have changed in the past 20 years. For assistance in answering this question you might want to explore the characters and situations used in old television shows. Next, ask students to predict what changes in culture will occur by the year What should be the response of marketing for these predicted changes? Page 18136 Consumers often buy products because they feel pressure from reference groups to conform. Does conformity exert a positive or negative influence on consumers? How do consumer demographics, psychographics and lifestyle affect their readiness to conform? With what types of products is conformity more likely to occur? Most students will probably be reluctant to admit that they have at some time made a purchase because of peer pressure. But we all have! Ask the students to think back to some of the clothes they wore in 7 th and 8 grades. Did their peers influence what they wore? When did their peers begin to have less influence on their purchase decisions? Conformity can be positive or negative. For example, some public elementary schools have established school uniform policies in order to help students focus on learning rather than what they are wearing. Some forms of peer pressure are also lessened when everyone is dressed the same. Conformity can be negative when individuals choose to participate in activities which they believe are morally wrong or when they purchase products which they cannot afford. The need to conform often seems to lessen as we become older and more mature. However, there are adults who still feel pressure to conform. The availability of credit has made it easy for individuals to purchase products and services which they may not be able to afford. This type of conformity is most likely to occur for products which are highly visible to others. Real People, Real Surfers: Exploring the Web In this exercise students are instructed to visit the Web site for d-Code. The questions also tie in well with what students have learned about market research in Chapter 5. This discussion could also be used when discussing the “How it Worked Out at d-Code” segment. Page 19137 Marketing in Action: Playboy Enterprises, Inc . Summary: Playboy Enterprises must develop strategies that will assure success in a changing consumer environment. Suggested Answers to Case Questions: What are some of the problems facing Playboy Enterprises, Inc.? Playboy Enterprises (though still successful by many standards) has seen a decline the popularity of their Playboy clubs and their “cash cow” Playboy Magazine in the 1990s. What factors are causing the problems? Playboy Enterprises, Inc is a well-known company. In the 1960s and 1970s circulation of the magazine surged and the Playboy Club was “hot”. Things have changed and the once successful magazine and nightclubs are not as popular as they once were. In an era where morally offensive and sexually degrading enterprises are on the wane, Playboy has failed to accept the reality of a need to change. In addition, there are many more avenues available to men (and women) who seek this form of entertainment and fantasy. Competitive magazines such as Details and Men’s Health as well as Web sites such as Nerve.com are more in tune with changing consumer tastes. What are the alternatives? Playboy has chosen to refocus its efforts in the direction of updating its entertainment function. It has decided not to pursue men’s contemporary tastes (such as health and fitness) and has decided to pursue entertainment through several options. The options are: Focus on producing popular home videos and promoting Playboy-branded videos of popular vintage movies. Pursue experiments in producing Playboy interviews on CD-ROM and building a home page on the Web to offset magazine losses and to carve out a niche for the future. What are your recommendations for solving the problems? The students should see that “the times they are a changing” and that Playboy Enterprises should consider seeking new ventures that address the needs of adult men and women. Health, physical fitness, investment planning, luxury product Page 20138 purchases, medical advice, political comment, lifestyle expression, and freedom of speech should all be considered as viable alternative mixes for new products and entertainment ventures or the organization will have great difficulty competing in the next century. How could your recommendations be implemented? The students might recommend new ventures (even if under a different name than Playboy Enterprises) in magazines, entertainment centres (health clubs for singles), programming production, cable TV (using the existing Playboy channel), and exploration on the Web. The first step would be to design an extensive research project to understand the changing tastes and preferences of men and women as they reach their middle adult years. The organization might also determine if it is possible to attract younger consumers that seem to have avoided the Playboy philosophy and organization. Page 21139 Mini-Project 6-A Understanding Evaluative Criteria in the Decision Process Purpose: By conducting a simple experiment you will better understand how consumers make decisions and how marketers use this information to develop marketing strategies. With a few of your classmates, first select a product category that interests you. You might consider • cars a man’s dress suit a university or college an apartment a new stereo some other product of your choice Next, select 6 to 10 product attributes you feel are important to consumers in choosing among different brands of the product. Also select 6 to 8 brands or models of the product that someone might consider. Then determine how each brand would be rated on each of the attributes. Use this information to build an information display board. This board can be made of cardboard or wood or some other material. List the attributes down the left side of the board and the brands across the top. Then fill in the ratings for each brand as suggested below. Construct your board so that the ratings can be covered up. (You might use Post-It notes to cover each of the rating blocks on the board.) Auto Attributes Ford Mustang Jeep Wrangler Pontiac Grand Am Chevrolet Cavalier Explorer Roominess/ Size Small Average Large Comfort Poor Good Gas economy Conduct research with your board by asking student research subjects (only one at a time) to imagine they are buying a car and to uncover the information they want in the same way that they would go about gathering information about a new car purchase. (Some subjects may look at all of the information about the first car, Page 22140 then all about the second car, etc. Others may look at the gas economy of all the cars first and so on.) Observe and record the subjects’ selections. Then use that information to develop recommendations for marketing strategies (any or all of the 4 Ps) for one of the brands. Present your findings to your class. Page 23141 Mini-Project 6-B Maslow’s Hierarchy in Ads Purpose: to understand how advertisers appeal to different consumer needs. Maslow’s hierarchy of needs categorizes motives according to five levels. 1. Physiological 2. Safety 3. Belongingness 4. Ego 5. Self-Actualization The hierarchy implies that needs at a certain level must be at least partially satisfied before consumers will seek to satisfy needs at a higher level. Marketers often use advertising appeals or ad slogans that will activate (hopefully) these needs or motives. Try to find as many as three advertisements which are related to each of the levels of Maslow’s hierarchy. Describe the ad and the specific need it appeals to. Percezione: processo attraverso cui l’individuo selezione, organizza e interpreta gli stimoli e le informazioni in modo da ottenere una visione dotata di senso Opinione: pensiero che descrive ciò che una persona ha in mente a proposito di qualcosa Atteggiamento: valutazione relativamente stabile riguardo ad affetti e idee

37 L’Innovazione Design Driven, Verganti 2004)