消費者の購買行動に影響を与える複数の要因

企業が同じ製品を異なる市場セグメントに提供する場合、その企業には複数の構成員が存在します。

Why is this important in Marketing? Often times, your direct buyer is not the most important influencer. Children, doctors, relatives, and social referential leaders often assume major positions in the purchasing decision.

As a result, it is important to understand these indirect customers and influencers and integrate this understanding into marketing strategy. Multiple Constituency Marketing applies to a wide number of industries including the Pharmaceutical, Hospitality, Consumer Goods, Toys, and Entertainment sectors.

複数の構成員 = 実際の購入者 + 影響力のある人々

Influencers can include, for example, doctors, accrediting agencies, children, relatives, thought leaders, and referential leaders in society.

複数の支持層を対象としたマーケティングの例

One example of Multiple Constituency Marketing is in the Pharmaceutical sector. Take for example Viagra as a drug. Pharmaceutical firms target not only the doctor who is the gatekeeper in the prescription purchasing decision. Pfizer targets customers directly to inquire from their doctors about getting the drug, appealing to their psychological needs of potency and “scoring” (indicated by its communications). Beyond this, it also targets wives via television communications, appealing to their needs of intimacy. It also appeals to referential leaders like Bob Dole.

Companies that manufacture foods also consider how to appeal to not only the adult that will purchase the product, but also the children and significant other who heavily influence purchasing.

複数の構成員を理解する

複数の顧客層を持つ企業は、常にそのセグメントの要望に応えていることを確認する必要があります。

• ニーズ
• 望む
• 要求
• トレンド
• チャンス
• 欠点

Key Success Factors in Influencer Marketing

• 製品ラインナップの調整
• 購買プロセスのあらゆる領域で影響力のある人やバイヤーとの関係を構築する
• 組織のあらゆるレベルが影響力のある人々や顧客と緊密に連携できるようにする
• 関係するすべてのセグメントにアピールするメッセージ
• セグメントにリーチするための複数の形式とコミュニケーションチャネルを提供する