消费者购买行为中的多重影响因素

当一家公司向不同的细分市场提供相同的产品时，它就拥有多个选区。

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.

多个选区 = 实际买家 + 影响者

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

多选区营销示例

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.

理解多个选区

拥有多个选区的公司应不断确保他们满足其细分市场的需求：

• 需求
• 想要
• 需要
• 趋势
• 机会
• 缺点

Key Success Factors in Influencer Marketing

• 调整产品供应
• 在购买过程的各个领域与影响者和买家建立关系
• 确保组织的各个层面都与影响者和客户保持密切联系
• 向所有相关群体传达有吸引力的信息
• 提供多种沟通形式和渠道来接触不同群体