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消费者行为(英文版)01

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消费者分析  
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CONSUMER BEH****IOR 11-1-1 Fourth Edition Michael R. Solomon CChhaapptteerr 11 An Introduction to Consumer Behavior Copyright 1999 Prentice Hall DDeeffiinniinngg CCoonnssuummeerr 11-2-2 BBeehhaavviioorr Consumer Behavior is the Process Involved When Individuals or Groups Select, Use, or Dispose of Products, Services, Ideas or Experiences to Satisfy Needs and Desires. KKeeyy CCoonncceeppttss RRoolleeTThheeoorryy DDiiffffeerreennttAAccttoorrss PPrroocceessssIInnvvoollvviinngg OOrrggaanniizzaattiioonnss EExxcchhaannggee oorr GGrroouuppss Copyright 1999 Prentice Hall CCoonnssuummeerrss IImmppaacctt oonn 11-3-3 MMaarrkkeettiinngg •SSUtntrdraaetrtseetgagnyyding consumer behavior is good business. –Firms exist to satisfy consumers’ needs, so –Firms must understand consumers needs to satisfy them. • The Process of Marketing Segmentation: –Identifies Groups of Consumers Who are Similar to One Another in One or More Ways, and –Devises Marketing Strategies that Appeal to One or More of These Groups. Copyright 1999 Prentice Hall SSeeggmmeennttiinngg 11-4-4 CCoonnssuummeerrss bbyy DDDeeemmmogooragpghrircasaapprehhSitiacctistics That Measure Observable Aspects of DDiimmeennssiioonnss a PopulationSuchAs: GGeeooggrraapphhyy AAggee RRaacceeaanndd GGeennddeerr EEtthhnniicciittyy SSoocciiaallCCllaassss FFaammiillyySSttrruuccttuurree aannddIInnccoommee Copyright 1999 Prentice Hall RReellaattiioonnsshhiipp MMaarrkkeettiinngg:: 11-5-5 BBuuiillddiinngg BBoo• nRndedlsastioWWnsiiththihp CMCaoorknnestsinuugmmoceecrrussrs when a company ****kes an effort to interact with customers on a regular basis, and gives them reasons to ****intain a bond with the company over time. • Database Marketing involves tracking consumers’ buying habits very closely, and crafting products and messages tailored precisely to people’s wants and needs based on this infor****tion. Copyright 1999 Prentice Hall MMaarrkkeettiinngg’’ss IImmppaacctt oonn 11-6-6 CCoonnssuummeerrss:: TTTyhhpeesMMoeefaRanenilianntgigonoosffhCiCposonnassPuuemrmsoppnttiiMoonany Have With a Product: Self-Concept Attachment Helps to Establish the User’s Identity Nostalgic Attachment Serves as a Link With a Past Self Interdependence Part of the User’s Daily Routine Love Elicits Bonds of Warmth, Passion, or Other Strong Emotion Copyright 1999 Prentice Hall CCoonnssuummppttiioonn 11-7-7 TTCyyoppnsooulmloopggtiyoyn Typology Explores the Different Ways That Products and Experiences Can Provide Meaning to People. There Are 4 Distinct Types of Consumption Activities: Consuming as Experience An Emotional or Aesthetic Reaction to Consumption Objects Consuming as Integration Express Aspects of Self or Society Consuming as Classification Communicate Their Association With Objects, Both to Self/ Others Consuming as Play Participate in a Mutual Experience and Merge Self With Group Copyright 1999 Prentice Hall SSeemmiioottiiccss:: TThhee SSyymmbboollss 11-8-8 AArrooSuuenmndidotiUcUsssis the Study of How Consumers Interpret the Meaning of Symbols. Every Marketing Message Has 3 Components: Object Sign Focus of the Message Sensory I****ge That i.e. Marlboro Represents the Intended Cigarettes Meanings of the Objects i.e. Marlboro Cowboy IInntteerrpprreettaanntt MMeeaanniinnggDDeerriivveedd ii..ee..rruuggggeedd,,iinnddiivviidduuaalliissttiicc,, AAmmeerriiccaann Copyright 1999 Prentice Hall MMaarrkkeettiinngg 11-9-9 EEtthBhuisicicnsesss Ethics are Rules of Conduct That Guide Actions in the Marketplace - the Standards Against Which Most People in a Culture Judge What is Right and What is Wrong, Good or Bad. LLooyyaall HHoonneesstt TTrruussttwwoorrtthhyy AAccccoouunnttaabbllee Universal FFaaiirr CCooOnOnctctheheerernrnrssffoorr Values RReessppeecctt IInntteeggrriittyy JJuussttiiccee Copyright 1999 Prentice Hall OOtthheerr MMaarrkkeettiinngg EEtthhiiccss 11-1-100 IIss•ssDuuoeeMssarketers Create Artificial Needs? – Response: Marketing attempts to create awareness that these needs do exist, rather than to create them. • Are Advertising and Marketing Necessary? – Response: Yes, if approached from an infor****tion dissemination perspective. • Do Marketers Promise Miracles? – Not if they are honest; they do not have the ability to create miracles. Copyright 1999 Prentice Hall TThhee DDaarrkk SSiiddee ooff 11-1-111 CCoonnssuummeerr BBCeeohmhpaauvvlsiiivooerrConsumption Addictive Consumption >Behavior is Not Done by Choice > Gambling >Gratification is Short-Lived >Strong Feelings of Regret or Guilt Afterwards Illegal Activities Consumed Consumers > Consumer Theft (Shrinkage) > People Who Are Exploited for >Anticonsumption Commercial Gain in the Marketplace. – Culture Jamming – Cultural Resistance Copyright 1999 Prentice Hall IInntteerrddiisscciipplliinnaarryy 11-1-122 IInnfflluueenncceess InInddivivididuuaallFFooccuuss SSoocciaiallFFooccuuss Experimental Psychology Clinical Psychology Developmental Psychology Hu****n Ecology Microeconomics Social Psychology Sociology Macroeconomics Semiotics/Literary Criticism Demography History Cultural Anthropology Copyright 1999 Prentice Hall TTwwoo PPeerrssppeeccttiivvee oonn 11-1-133 CCoonnssuummeerr RReesseePPoaoassriritticivcviishshtt IInntteerrpprreettiivviisstt AApppprrooaacchh AApppprrooaacchh SSoocciiaallllyy CCoonnssttrruucctteedd OObbjjeeccttiivvee UUnnddeerrssttaannddiinngg PPrreeddiiccttiioonn CCoonntteexxttuuaall IInnddeeppeennddeenntt SSiimmuullttaanneeoouuss SShhaappiinngg RReeaal l CCaauussee IInntteerraaccttiioonn SSeeppaarraattiioonn Copyright 1999 Prentice Hall TThhee WWhheeeell ooff CCoonnssuummeerr 11-1-144 BBeehhaavviioorr Consumer Behavior Consumers As Decision Makers Consumers and Subcultures Consumers and Culture Copyright 1999 Prentice Hall
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