Chapter_1_Introduction_to_Consumer_Behaviour

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体验商务英语综合教程1第二版-unit1【2024版】

An office worker employed chiefly to receive visitors and answer the telephone
Someone who works on a telephone switchboard, who you can call for help
An expert who studies financial data and recommends financial actions
Key Language:
Learn different Job Titles Learn countries and nationalities
Reading: Describing People
Skills Introducing yourself and others
Case Study Aloha in Hawaii
Key Language1 NhomakorabeaJob Titles
Match the words and the meanings
Business English
accountant cashier analyst
A person who takes and gives out money in a bank or shop
One that gives expert professional advice
One who uses the art of combining pictures, words and decoration in the production of books, magazines, etc
Business English
the company’s product strategy. S.A. ：French abbreviation for “company limited”. senior manager：a position which falls between

week3_Final Consumers

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 6
Consumer Demographic Profile
By examining various demographic factors, a firm can form a consumer demographic profile. • This is a demographic composite of a consumer group. • Marketers can pinpoint both attractive and declining opportunities.
Chapter 1- slide 11
• • •
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Occupations and Education
• The labor force in industrialized nations continues to move further toward white collar jobs and service occupations. • In recent decades, there has been a huge increase in working women, as well as in the number of working mothers with children under five years old. • There is a high literacy rate and educational attainment in industrialized nations, and the ‗value‘ placed on achievement parallels many demographic changes.

《零售的本质》英文版

《零售的本质》英文版"The Essence of Retail: English Edition""The Essence of Retail" is a comprehensive book that delves into the fundamental aspects of the retail industry. It provides insights and perspectives on various dimensions of retail, including customer behavior, market trends, and strategic management. The book explores the core principles and practices that drive the success of retail businesses.In this English edition, the book covers a wide range of topics related to the essence of retail. It begins by discussing the importance of understanding consumer needs and preferences, emphasizing the significance of market research and customer segmentation. It also explores the role of branding and marketing in creating a strong retail identity and attracting customers.Furthermore, the book examines the significance of store design and visual merchandising in enhancing theshopping experience and driving sales. It delves into the art of product assortment and inventory management, highlighting the importance of optimizing product offerings and ensuring efficient supply chain management."The Essence of Retail" also delves into the evolving landscape of e-commerce and the impact of technology on the retail industry. It explores the challenges and opportunities presented by online retail platforms and emphasizes the need for retailers to adapt to the digital era.Additionally, the book addresses the importance of customer service and relationship management in building customer loyalty and driving repeat business. It emphasizes the role of effective communication, personalized experiences, and post-purchase support in fostering long-term customer relationships.From a strategic perspective, the book discusses various retail formats and their respective advantages and disadvantages. It explores the considerations involved inchoosing the right location, analyzing competition, and pricing strategies. It also highlights the significance of data analytics and performance measurement in making informed business decisions.In conclusion, "The Essence of Retail: English Edition" provides a comprehensive exploration of the core principles and practices that define the retail industry. It offers valuable insights into various aspects of retail, ranging from customer behavior and market trends to strategic management and technological advancements. This book serves as a valuable resource for retailers, industry professionals, and anyone interested in understanding the essence of retail.。

消费者行为学英文版最新版教学课件第1章

1-26
Learning Objective 6
Many specialists study consumer behavior.
Disciplinary Focus
Product Role
Experimental Psychology Perception, learning, and memory processes
define their identities in different settings.
2. Consumer behavior is a process. 3. Marketers need to understand the wants
and needs of different consumer segments.
• Products are designed to meet existing
needs;
• Advertising only helps to communicate
their availability
1-23
Do Marketers Promise Miracles?
• Advertisers simply
communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks of people, communities, and organizations enhanced by technological capabilities and mobility.
Marketers influence preferences for movie and music heroes, fashions, food, and decorating choices.

ConsumerBehaviorChapter_182010

Copyright © Cengage Learning. All rights reserved.
18 | 4
Addictive/Compulsive Consumption
• Deviant Acquisition Behavior
– Engage in crime to finance
• Addiction Chemical
• Dependence on product or activity
• Repeated use of product, even if dangerous
• Can be harmful to addicts and those around them
Examples: cigarettes, drugs, alcohol, Internet use and video games
Copyright © Cengage Learning. All rights reserved.
18 | 6
Compulsive Behavior
• Compulsive consumption
– Eating – Buying – Gambling
Copyright © Cengage Learning. All rights reserved.
18 | 10
Consumer Theft
• Prevalence
– Retail: $41.6 billion – Nonretail
• Psychological Factors Affecting
– Temptation to steal – Ability to rationalize behavior

消费者行为学Chapter1-3

Consumer Behavior消费者行为学Chapter 1 Introduction: Diversity in the Marketplace市场多样化1、Consumer ResearchMethodology used to study consumer behavior.2、Personal ConsumerThe individual who buys goods and services for his or her own use, for household use, for the use of a family member, or for a friend. (Also referred to as the Ultimate Consumer or End User.)3、Organizational ConsumerA business, government agency, or other institution (profit or nonprofit) that buys the goods, services, and/or equipment necessary for the organization to function.4、Development of the Marketing Concept⏹The Production conceptcheap/efficient production/intensive distribution⏹The product conceptthe highest quality/the best performance/the most features⏹The selling concept5、Market Segmentation市场细分The process of dividing a market into subsets of consumers with common needs or characteristics. targeting6、Market targeting is selecting one or more segments identified for the company to pursue.7、8、Market Mix营销组合The marketing mix consists of a company’s service and /or product offerings to consumers and the methods and tools it selects to accomplish the exchange. (the product or service ;the price; the place; promotion)9、The Marketing Concept⏹To be successful, a company must determine the needs and wants of specific targetmarkets and deliver the desired satisfactions better than the competition.10、Marketing ConceptA consumer-oriented philosophy that suggests that satisfaction of consumer needs provides the focus for product development and marketing strategy to enable the firm to meet its own organizational goals.11、The Scope of Consumer Behavior⏹How do individuals make decisions to spend their resources (time, money, effort).❑Includes: what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, and how often they use it.⏹How do individuals dispose of their once-new purchases.❑Includes: do they store it, throw it or give it away, sell it, rent it, or lend it out?12、Consumer Behavior’s Interdisciplinary Roots⏹Consumer Behavior borrows from psychology, sociology, social psychology,anthropology.⏹All factors combine to form a comprehensive model that reflects both the cognitive andemotional aspects of consumer decision making.13、A Simplified Model of Consumer Decision Making⏹The decision-making process can be viewed as three interlocking stages:❑The input stage:⏹marketing efforts⏹sociological influences❑The process stage:⏹psychological factors❑The output stage:⏹purchase behavior⏹postpurchase evaluation14、Ethics in Marketing⏹Unethical practices occur at every level of the marketing mix:❑in the design of the products, in packaging, in pricing, in advertising, and in distribution⏹There are two different types of theories:❑teleological theories and deontological theories15、Teleology目的论An ethical philosophy which considers the moral worth of a behavior as determined by its consequences.16、Utilitarianism功利主义A teleological theory summarized best by the idea of “the greatest good for the greatest number.”17、Deontology道义论An ethical philosophy that places greater weight on personal and social values than on economic values.18、Golden ruleDo not do unto others what you would not have others do unto you (or you loved ones).19、The Societal Marketing Concept⏹All companies prosper when society prospers.⏹Companies as well as individuals, would be better off it social responsibility was anintegral component of every marketing decision.⏹Requires all marketers adhere to principles of social responsibility in marketing oftheir goods and services.20、Societal Marketing ConceptA revision of the traditional marketing concept that suggests that marketers adhere to principles of social responsibility in the marketing of their goods and services; that is, they must endeavor tosatisfy the needs and wants of their target markets in ways that preserve and enhance the well-being of consumers and society as a whole.Chapter 2 Consumer Research 消费者研究1、Consumer Research Paradigms（1）Quantitative Research（定量研究）（2）Qualitative Research（定性研究）2、Quantitative Research（定量研究）⏹Descriptive in nature.⏹Enables marketers to “predict”consumer behavior.⏹Research methods include experiments, survey techniques, and observation.⏹Findings are descriptive, empirical and generalizable.3、Positivism（实证主义）A consumer behavior research approach that regards the consumer behavior discipline as an applied marketing science. Its main focus is on consumer decision making.This perspective has significantly influenced Western art and science since the late 16th century. It emphasizes that human reason is supreme and that there is a single, objective truth that can be discovered by science. Positivism encourages us to stress the function of objects, to celebrate technology, and to regard the world as a rational, ordered place with a clearly defined past, present, and future.4、Qualitative Research（定性研究）⏹Consists of depth interviews, focus groups, metaphor analysis, collage research, andprojective techniques.⏹Administered by highly trained interviewer-analysts.⏹Findings tend to be subjective.⏹Findings not usually generalizable⏹Small sample sizes.5、Interpretivism（阐释主义）A postmodernist approach to the study of consumer behavior that focuses on the act of consuming rather than on the act of buying.Interpretivists stress the importance of symbolic, subjective experience and the idea that meaning is in the mind of the person.6、Interpretivism⏹Concerned with act of consumption rather than in the act of buying.⏹Uses qualitative research.⏹Use depth interviews.⏹Often used to help make business decisions.7、Depth Interviews（深度访谈）A length y and relatively unstructured interview designed to uncover a consumer’s underlying attitudes and/or motivations.8、Ethnography（人种志）⏹The in-depth study of a specific group’s behaviors, social rules, and beliefs is calledethnography.⏹The researchers participate in the society under study in an effort to absorb the meaningof various cultural practices.9、Semiotics（符号学）⏹Some analytical methods have been adapted from such fields as literature and linguistic tobetter understand what marketing messages mean.⏹Semiotics focuses on the meanings in text and pictures and how different elements of amessage symbolize deeper meanings.10、Combining Qualitative and Quantitative Research Findings（1）The Consumer Research Process⏹The six major steps in the consumer research process are:❑defining the objectives of the research❑collecting and evaluating secondary data❑designing a primary research study❑collecting primary data❑analyzing the data❑preparing a report on the findings（2）Developing Research Objectives⏹Defining purposes and objectives.⏹To define the type and level of information needed.11、Secondary Data（二手资料）Data that has been collected for reasons other than the specific research project at hand.12、Primary Research（初步方案）Original research undertaken by individual researchers or organizations to meet specific objectives. Collected information is called Primary Data.13、Designing Primary Research⏹Quantitative studies more likely for collecting descriptive information.⏹Qualitative studies may be used to get new ideas.14、Quantitative Research Designs（1）Method（2）Sample Design（3）Data Collection Instrument15、Data Collection Methods（1）Observation（2）Experimentation（3）Surveys16、Observational Research（观察研究）⏹Helps marketers gain an in-depth understanding of the relationship between people andproducts by watching them buying and using products.⏹Helps researchers gain a better understanding of what the product symbolizes.⏹Widely used by interpretivist researchers.(Ethnography research /videotape)17、Experimentation（实验法）⏹Can be used to test the relative sales appeal of many types of variables.⏹Only one variable is manipulated at a time, keeping other elements constant.⏹Can be conducted in laboratories or in the field.IBM laptops (eye cameras)18、Surveys（测量技术）（1）Personal Interview（2）Mail（3）Telephone（4）Online19、Data Collection Instruments（1）Questionnaires（2）Personal Inventories（3）Attitude Scales20、Questionnaires（调查问卷）⏹Used primarily for quantitative research.⏹Can be sent in the mail, or administered by interviewers in person or by telephone.⏹Can be disguised or undisguised as to its true purpose.⏹Questions can be open-ended or closed-ended.21、Personal Inventories（个人目录）⏹Presents a series of statements to which respondents indicate their degree of agreement ordisagreement.⏹An inventory presents a list of statements, while a questionnaire asks a series ofquestions.22、Attitude Scales（态度量表）⏹The three most frequently used scales are:❑Likert scales: easy for researchers to prepare and interpret, and simple for consumers to answer.❑Semantic differential scales: relatively easy to construct and administer.❑Rank-order scales: subjects rank items in order of preference in terms of some criteria.23、Qualitative Data Collection Methods（1）Depth Interviews（2）Focus Groups（3）Projective Techniques（4）Metaphor Analysis24、Depth Interviews（深度访谈）⏹A lengthy non structured interview between a respondent and a highly trained interviewer.⏹Interviewer minimizes his or her own participation after establishing the general subjectmatter.⏹Can provide marketers with valuable ideas about product design and provide insights forpositioning or repositioning the product.25、消费者访谈中应注意的5W1H（1）访问目的——why（2）访问对象——who（3）访问时间——when（4）访问地点——where（5）访问内容——what（6）访问技巧——how26、Focus Group （中心小组）A qualitative research method in which about eight to ten persons participate in an unstructured group interview about a product or service concept.⏹ Consists of 8 to 10 respondents who meet with a moderator-analyst for a focused groupdiscussion.⏹ Respondents encouraged to discuss their interests, attitudes, reactions, motives, lifestyles,feelings about the product or product category, usage experience, etc.⏹ Respondents recruited on the basis of consumer profiles, based on specifications definedby marketing management.27、Projective Techniques （投射技术）Research procedures designed to identify consumers’ subconscious feelings and motivations. These tests often require consumers to interpret ambiguous stimuli such as incomplete sentences, cartoons, or inkblots.⏹ Consist of a variety of disguised “tests ” that contain ambiguous stimuli.⏹ Sometimes administered as part of a focus group, but usually used with depth interviews. ⏹ The theory is that respondents ’ inner feelings influence how they perceive stimuli.28、Metaphor Analysis （隐喻分析）⏹ Based on belief that metaphors are the most basic method of thought and communication. ⏹ Consumer values also play an important role in understanding consumer behavior.29、Sampling Plan Decisions（1）Whom to survey?（2）How many?（3）How to select them?30、Sampling⏹ Probability sample （概率样本）(simple random sample, systematic random sample, stratified random sample, cluster/area sample)⏹ Nonprobability sample （非概率样本）(convenience sample, judgment sample, quota sample)消费者动机1、2、The change of concept3、Marketers do not create needs ⏹ They try to fulfill the needs of consumers,or make consumers more keenly aware ofunfelt needs.eg: Capsule for Waste discharging and youth keeping4、Motivation （动机）The driving force within individuals that impels them to action.5、6、Types of Needs⏹Innate Needs❑Physiological (or biogenic) needs that are considered primary needs or motives⏹Acquired needs❑Generally psychological (or psychogenic) needs that are considered secondary needs or motives7、Innate Needs（先天需要）Physiological needs for food, water, air, clothing, shelter, and sex. Also known as biogenic or primary needs.8、Acquired Needs（习得需要）Needs that are learned in response to one’s culture or environment (such as the need for esteem, prestige, affection, or power). Also known as psychogenic or secondary needs.9、Goals⏹Generic Goals ( category )❑the general categories of goals that consumers see as a way to fulfill their needs❑ e.g., “I want to buy a vehicle”⏹Product-Specific Goals ( brand )❑the specifically branded products or services that consumers select as their goals❑ e.g., “I want to buy a BMW”10、The Selection of Goals⏹The goals selected by an individual depend on their:❑Personal experiences❑Physical capacity❑Prevailing cultural norms and values❑Goal’s accessibility in the physical and social environment11、Substitute Goal（替代目标）A goal that replaces an individual’s primary goal when the goal cannot be achieved or acquired.12、A consumer’s behavior often fulfills more than one need.⏹Needs and goals vary among individuals13、Rational V ersus Emotional Motives⏹Rationality implies that consumers select goals based on totally objective criteria such assize, weight, price, or miles per gallonEmotional motives imply the selection of goals according to personal or subjective criteria14、The Dynamic Nature of Motivation⏹Needs are never fully satisfied⏹New needs emerge as old needs are satisfied⏹People who achieve their goals set new and higher goals for themselves15、Arousal of Motives⏹Physiological arousal⏹Emotional arousal⏹Cognitive arousal⏹Environmental arousal16、Philosophies Concerned With Arousal of Motives⏹Behaviorist School❑Behavior is response to stimulus❑Elements of conscious thoughts are to be ignored❑Consumer does not act, but react⏹Cognitive School❑Behavior is directed at goal achievement❑Need to consider needs, attitudes, beliefs, etc. in understanding consumer behavior17、Types and Systems of Needs⏹Hierarchy of Needs❑Physiological needs❑Safety needs❑Social needs❑Egoistic needs❑Need for self-actualization⏹A Trio of Needs❑Need for Power❑Need for Affiliation❑Need for Achievement18、Maslow’s Hierarchy of Needs（1）Physiological Needs(Food, water, air, shelter, sex)（2）Safety and Security Needs(Protection, order, stability)（3）Social Needs(affection, friendship, belonging)（4）Ego Needs(Prestige, status, self esteem)（5）Self-Actualization(Self-fulfillment)19、An Evaluation of the Need Hierarchy⏹Appears to reflect the assumed motivations of people in our society⏹Sufficiently generic to encompass most needs⏹No way to test and measure the hierarchy⏹Seems culture- and time-bound20、A Trio of Needs⏹Power❑individual’s desire to control environment⏹Affiliation❑need for friendship, acceptance, and belonging⏹Achievement❑need for personal accomplishment❑closely related to egoistic and self-actualization needs21、Motivational ResearchQualitative research designed to uncover consumers’ subconscious or hidden motivations. The basic premise of motivational research is that consumers are not always aware of, or may not wish to renewal, the basic reasons underlying their actions.22、Evaluating Motivational Research⏹Based on Freud’s psychoanalytic theory⏹Questionable reliability and validity⏹Too many exotic (usually sexual) reasons for common purchases。

An Introduction to Consumer Behavior

Honest Loyal Trustworthy
Accountable Concern for Others
Universal Values
Fair
Respect Integrity
Copyright 1999 Prentice Hall
Justice
Other Marketing Ethics Issues
1-5
• Relationship Marketing occurs when a company makes an effort to interact with customers on a regular basis, and gives them reasons to maintain 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 information.
Social Focus
Copyright 1999 Prentice Hall
Two Perspective on Consumer Research
Positivist Approach Objective Prediction Independent Real Cause Separation
Geography Age
Race and Ethnicity
Gender
Social Class and Income

消费者行为学第八版英文版

Scope
Consumer behavior encompasses a wide range of topics, including consumer decision-making, brand management, marketing communication, cultural influence, and consumer well-being.
Psychological theory
Social Cognitive Theory
This theory posits that individuals learn behaviors by observing others and reinforcement. It emphasizes the role of social norms, role models, and self-efficacy in behavior change.
Behavioral Economics
Economic theory
Consumer Behaviorism
This theory emphasizes the role of marketing in influencing consumer behavior. It suggests that marketers can shape consumer behavior by manipulating environmental cues and designing marketing mix strategies.
Consumer decision-making process
Consumer Information Processing
Sensory Perception: Consumers receive information through their senses, such as sight, hearing, taste, touch, and smell. The processing of these sensory inputs helps consumers understand and interpret the information they receive.

ch21 Theory of Consumer Choice

Pepsis
500 400 300 200
Notice: slope is 100 smaller, relative 0 price of pizza now only 4 Pepsis. 0
20 40 60 80 100 Pizzas
9
Preferences: What the Consumer Wants
CHAPTER 21 THE THEORY OF CONSUMER CHOICE 1
The Budget Constraint: What the Consumer Can Afford
Two goods: pizza and Pepsi A "consumption bundle" is a particular combination of the goods, e.g., 40 pizzas & 300 pints of Pepsi. Budget constraint: the limit on the consumption bundles that a consumer can afford
CHAPTER 21
THE THEORY OF CONSUMER CHOICE
11
Four Properties of Indifference Curves
1. Higher indifference curves are preferred to lower ones. 2. Indifference curves are downward sloping.
CHAPTER 21
Pepsis
500 400 300 200 100 0 0 20 40 60 80 100 Pizzas

Consumer Behavior消费者行为学每章节的Q&A 以及重点

Part 1 IntroductionChapter 1 Introduction1. Which of the following decision should be considered legitimate topics of concern in thestudy of consumer behavior:(a). selecting a college (b). purchasing a life insurance policy(c). Smoking a cigarette (d).selecting a church to join(e).selecting a dentist (f).visiting an auto showroom to see new models(g).purchasing a college textbook2. Consumption behavior begins with the step of:(a). purchasing process (b). Information search and evaluation(c). Problem recognition (d). Postpurchasing behavior3. ____occurs when an individual perceives a difference between an ideal state of affairs andthe actual state at any given moment.(a). Problem recognition (b).search (c).alternative evaluation(d).choice (e).outcome4. The research scope of consumer behavior includes:(a). Psychological characteristics of consumer such as needs, motives, personality, attitudes andgeneral effect of such psychological process as perception and learning on consumer behavior(b).Application of psychology research accomplishments on marketing strategies such asinfluences of such factors as brand, package, price, advertisement on consumer behavior(c). Family, social group, social class, culture, subculture influences on consumer purchasing5. From which of the following we can see the research of consumer behavior is beingwidened?(a). From the past research of “customer” to present “consumer”(b). From the simple describe of the relationship of variables to the study of the cause and effectrelationship, and performing laboratory research of many problems(c).The work abstract level improvedMany consumer theory models are put forward.(d).From static concept to dynamic concept6. What are the two parts psychology includes:(a). Psychology process(b). Psychology characteristic(c).recognition and perception(d).personality consciousness7. AD( Absolutely Difference) refers to____JND(Just Noticed Difference) refers to____(a). The least difference that people can detect.(b). The least stimulus that people can detect.8. The discoverer of the forgetting curve is :(a).Fisher (b).Wundt (c).Ebbinghaus (d).Herbent Simon9. Explain the main difference of the theory of S-R, S-P-R, S-L-R, S-T(J)-R.10.Choose the factors that influence consumer purchase:(a). Education of family(b).New product development and produce of enterprise(c).Persuade ability of enterprise(d). Function of brand(e).Store location and service quality11.What is consumer balance and what is the condition of it?Answer: 1)a,b,e,g; 2)c; 3)a; 4)a,b,c; 5)a,b,c,d; 6)a,b; 7)b,a; 8)c; 10)a,b,c,d,ePoints1、Consumer behavior is defined as those acts of individuals directly involves in obtaining,using, and disposing of economic goods and services, including the decision processes thatprecede and determine of these acts.2、Psychology is a subject that studies the laws of people’s psychological activities. Generally, itincludes two part s：1.Psychology process 2.Psychology characteristic3、Absolutely Difference( AD):Just noticed Difference (JND):Part 2 Consumer Decision MakingChapter 2 Complex Decision MakingChoice Questions1.Which of the following is a proper function for a consumer model :A to provide an integrative view of consumer behaviorB to provide detailed guidelines for the development of media and advertising strategiesC to identify new product characteristics to meet consumer needsD to provide a basis for organizing marketing activities2.It is generally easier to organize information by:A attributeB brandC neitherD both3.Stimuli are more likely to be perceived when they:A conform to cultural normsB are complexC deal with information about existing brandsD relate to consumer needs ANSWER: 1 A 2 A 3 DTrue-False Questions1.A model of consumer behavior is equally relevant for all product categories.2.A model of consumer behavior should provide detailed guidance in establishing criteria by which to position a product.3.A consumer’s action tendency toward a brand is represented by whether it was the brand last purchased.4.Consumer information processing always requires interpretation and comprehension of a stimulus.5.Generally, consumer like to use as few need criteria as possible in evaluating brands, consistent with choosing a satisfactory rather than an optimal product.ANSWER: 1 F 2 F 3 F 4 F 5 TQuestionsA large auto manufacturer conducted a survey of recent car purchasers to determine their needs in buying a new car and their perceptions of the company’s makes so as to evaluate possible new product offerings. Information collected by the company can be classified into information dealing with each of the four stages of the decision-making model,namely:A,Need arousal1)consumer thought variables2)consumer characteristicsB,Information processing1)exposure to marketing stimuli2)perceptions of marketing stimuliC,Evaluation of alternative brands of carsD,Purchase and postpurchase evaluationSpecify the types of information the auto manufacturer might collect from consumers for each of the four stages described above,Specify the strategic applications of such information.Pointsconsumer decision is the activity when the consumer chooses one alternative from two or more ones.Chapter 3 Brand LoyaltyChoice Question1.Habit is a means of :A choosing and processing marketing information in an efficientB insuring satisfaction based on past experienceC assessing the positive and negative attributes of a brandD considering alternative brands and choosing the best one.2.Brand loyalty is a result of :A a favorable attitude towards the brandB repurchasing the brand over timeC reinforcementD all of the above3.Purchasing by habit tends to :A increase riskB decrease brand involvementC reduce shopping timeD increase price sensitivity4.Which of following concept is associated with classical conditioning:A repetitionB reinforcementC forgettingD satisfactionE all of the above5.Which of following concept is associated with instrumental conditioning:A contiguityB reinforcementC problem solvingD information processing6.Cognitive theory describes learning as a:A stochastic processB repetitive processC process of problem solvingD behavioral processE all of above7.Brand loyal consumers are more likely to be :A opinion leadersB youngerC self-confident in brand choiceD innovators8.Brand loyalty is more likely to occur when the brand is:A well-knownB a private brandC a durableD not seen as risky goodANSWER: 1 B 2 D 3 C 4 A 5 B 6 C 7 C 8 ATrue-False Question1.Boredom with the existing brand might be a sufficient reason to cause a consumer to switchfrom habit to decision-making.2.Widespread distribution provides an important reminder effect when consumers purchase byhabit.3.Cognitive learning theory is more relevant in understanding complex decision-making thanhabit.4.Consumers who buy a brand regularly but are not strongly committed to it are brand loyal. ANSWER: 1 T 2 T 3 T 4 FQuestionsThis chapter suggests that boredom and desire for variety may result in a change from habit to decision making.Is this more likely for certain product categories than others?Is this more likely for certain consumers than others? That is, is there a “stick with it ”type as opposed to a “novelty seeker type”?PointsBrand loyalty represents a favorable attitude toward and consistent purchase of a single brand over time.Chapter 4 Low Involvement Decision MakingChoice Question1.A low involvement decision model also involves a sequence of three steps. Place a___ next tothe first step, a ___ next to the second, and a ___ next to the third.A beliefsB intentionsC behaviorD need-arousalE evaluation2.Buying by inertia generally involvesA high involvement and significant differences between brandsB high involvement and few differences between brandsC low involvement and significant differences between brandsD low involvement and few differences between brandsE none of the above3.High involvement purchasing behavior does not involve one of the followingA consumer involvementB cognitive evaluationC passive learningD post- purchase evaluationE information processing4.According to Krugman, television encourage passive learning becauseA the advertising is active while the viewer is passiveB both the advertising and the viewer are passiveC the viewer can control the pace of viewingD the viewer is active while the advertising is passive5.According to Sherif’s theory of social judgement, a highly involved consumer would haveA a narrow latitude of rejectionB a narrow latitude of acceptanceC a wide latitude of acceptanceD a wide latitude of rejection6.Advertising in a low involvement situation is not likely toA increase brand awarenessB increase brand trialC increase in-store brand recognitionD change brand attitudesANSWER: 1 A C E 2 D 3 C 4 A 5 B 6 DTrue-False Question1.Consumers are not highly involved with most products.2.The primary basis for inducing trial under low involvement conditions is through price andin-store promotional strategies.3.Marketing strategies should be directed to minimizing consumer problems in the highinvolvement case and to maximizing consumer benefits in the low involvement case.4.The leading brand in a market should encourage variety-seeking behavior.ANSWER: 1T 2 T 3 F 4 FPointsA low involvement purchase is one where the consumer does not consider the productsufficiently important to his or her belief system and does not strongly identify with the product.Chapter 5 Situational Determinants of Consumer BehaviorChoice Question1.Which of the following is not a situational variableA nutritional orientationB a social occasionC being in a storeD between mealsE shopping for a gift2.Which of the following situational influences is most likely to influence behaviorA the consumption situationB the social situationC the environment situationD the in-store situation3.Which of the following is not a characteristic of a usage or purchase situationA timeB social surroundingC brand attitudeD antecedent statesE physical surroundings4.The theory that best explain the relative influence of product versus situation on consumer behavior isA dissonance theoryB balance theoryC attribution theoryD learning theoryE assimilation/contrast theory5.The situation “eating a snack while working at home”is made up of which of the following situational characteristicsA social surroundingB task definitionC timeD antecedent states6.Price sensitive consumers are most likely to be influenced byA the usage situationsB the purchase situationC product attributesD the communication situationE peer group influencesANSWER: 1 A 2 A 3 C 4 C 5 B 6 BTrue-False Questions1. The assumption in most multiattribute models is that brand attitudes are the same, regardless of usage situation.2. The greater the degree of brand loyalty, the more important are situational influence.3. If a situation is close to behavior in time, then it is more likely to influence behavior.4. Purchase situation variables are most likely to be defined by in-store conditions. ANSWER: 1 T 2 F 3 T 4 TPoints1、Type of situations：1.The Communications Situations；2.The Purchase Situation；3.The Consumption Situation2、Characteristics of consumption situations：1.The physical surrounding.2.Social Surrounding.3.Time.4.Task definition.5.Antecedent States.Part 3 The Individual ConsumerChapter 6 Consumer PerceptionQuestion1. What is perception and what is the basic characteristic of it?2. Suppose that a consumer cannot recall seeing advertisements for any brand of hair spray otherthan her preferred brand even through she had the opportunity in a given day to see 20 or morecompeting ads. What explanation can be given?3. Two consumers are exposed to the same ad. One is in the market for this product while theother is not. How might these two consumers differ in their perception of this ad?4. Why is figure-ground concept important for designing an effective ad? Give an example tosupport you answer.5. What is closure and how can it be used to marketers’ advantage?Give an example to support you answer.6.Distinguish between classical conditioning and instrumental conditioning and assess therelative importance of each in an analysis of consumer behavior.7. Learning which increases the probability of a particular response being emitted is:(a).* Instrumental conditioning(b).*classical conditioning(c).conditioned response(d).hit-miss conditioning8. “change in response to tendencies due to the effects of experience” is the definition of:(a).dissonance(b).fatigue©*.learning(d).reactive evaluation9. Learning will occur more rapidly if:(a)*.every response is rewarded(b).there is a large interval between each response and reward(c).the reward is large(d).the respondent has a broad range of experience10.Tell what is packaging , its benefit and how it can be used to influence consumers’ behavior.11.Explain what is branding, brand loyalty and expected satisfaction. Use examples to supportyour answer.12.Brand loyalty is a:(a) general attribute across products(b)product specific phenomenon, with high variability of loyalty across items.13.In picking a brand name, What criteria should be followed?14.How do consumers evaluate a brand? Use examples to explain what is conpensatory model and nonconpensatory model for consumers’ brand evaluation.15.The product manager for a new brand of skin softener is considering two possible names: Soft Skin versus Dickson’ Skin Moisturizer. What name would you select?16. For years, The Linx Company has had a reputation for producing high-quality crystal stemware. Because of economical pressure on consumers, the company plans to market a lower priced glass for the mass market. What branding strategy would you recommend? What are the trade-offs with your recommended strategy?17.Generic brands are a new entry into the marketplace. Assume you are the manufacturer of the Green Giant canned vegetables. Would you introduce a generic line of canned vegetables? Explain your rationale.18. Tell the definition of advertising and advantages and disadvantages of major advertising medias.19. A recent study reveals that a particular ad was much more effective in magazine A than in magazine B, even though the readership of the two magazines is virtually identical. How can you explain this finding?20. In this chapter we discussed many factors that can influence the perception of ads. What do you perceived as the important principles that can be learned from this chapter for making ads more effective?21. Many critics contend that too much advertising today is gimmicky and cute. The argument if that creative people are carried away by flashy attention-attracting devices and are forgetting that good advertising must sell. How would you respond to this criticism?22. Do you believe that recognition and/or recall measures are appropriate measures for advertising effectiveness?PointsPerception is the process of organizing and interpreting sensory impressions in order to give meaning to the environment. Selection is the basic characteristic of perception .Inferences are knowledge or beliefs that are not based on explicit information in the environment.A means-end chain is a knowledge structure that links consumers’knowledge about productattributes with knowledge about consequences and values.Chapter 7 Consumer Needs and MotivesChoices1 Enduring dispositions to strive to attain goals are called:A: attitudes B: intention *C: motives D: aspirations E: recognized problem2 ___ integrates motives into a purposeful pattern that is reflected in purchasing behavior.A: The evoked set B: The charged need state*C: The self-concept D: The rational-emotional center3 That “Why don’t we just leave well enough alone?” is always ____customer’s say.A: Q1 * B:Q2 C:Q3 D: Q4True-False Questions1 Motive patterns are not likely to be changed through persuasive activity of any type.(T)2 The theory of needs –based approach to motivation is based on the M aslow’s hierarchy of needtheory .(T)3 Expectancy theory includes three variables, they are value, expectancy and reinforcer.(F)Questions1 Can motives be changed through advertising? Why or why not?2 Can you distinguish needs with motives?PointsNeed refers to resulting from a discrepancy between an actual and a desired state of beingMotive refers to an activated state within a person that leads to goal-directed behavior. That is to say, motive is the direct reason of the behavior.Choices1 which of the following is not one of the four functions of attitudes defined by Daniel Katz? A: the utilitarian function B: the value-expressive functionC: the ego-defensive function D: the beliefs functionE: the knowledge function2 Which of the following is not a true principle of attitude change ?A: attitudes are easier to change than needsB: weakly held attitudes are easier to changeC: attitudes of consumers with less confidence in brand evaluation are easier to changeD: culturally derived attitudes are easier to changeE: attitudes are easier to change if there is a low level of ego-involvement3 Trying to convince non-users of a brand that it provides useful benefits is an attempt to change attitudes by using ____A: the utilitarian function B: the value-expressive functionC: the ego-defensive function D: the evaluative functionE: the knowledge functionTrue-False Questions1 In marketing situations, attitude change is probably best achieved by one or a few exposures, each of which encompasses a fairly large discrepancy.2 Attitude consistsof three components, that is , cogntive, affectice and conative.3 We can changes the consumer’s behavior by changing the attitude to the brand.Questions1 What explanations can you give for the contradictory evidence in the literature until recently regarding the relationship of change in attitude to a change in behavior? Is attitude change a valid marketing goal?2 What is the relationship between evaluative criteria, beliefs, attitude and intention?3 How can we change the existing attitudes?Answer: 1 D 2 D 3 A 1F 2 T 3 TPointsAttitudes are the amount of effect or feeling for or against a stimulus, such as a person, product, company or idea.Attitude has some structure,and it consists of three components: cognitive, affective, intention. Conclusion: It was found that in each case, a person’s buying intention could be predicted with considerable accuracy from knowledge of his corresponding attitude and subjective norm.Choices1.____ is defined as responses to the outer stimuli in the same way .A: Needs * B: Personality C: Intention D: Attitude2. In A.I.O terminology, an ____is something generating both excitement and attention.A: activity B: attitude C: intention * D: interest E: opinion3.In A.I.O terminology, an ____is manifest behavior, such as shopping.*A: activity B: attitude C: intention D: interest E: opinion4. Life-styles are represented by consumer’____A: brand attitude B: needs *C: activities D: perceptions E: beliefs5.Life-styles research has been used by marketers to provide guidelines for ____A: identifying target markets B: advertising C: product positioningD: media selection *E: all of the above6.When somebody always judges himself by the other ideals, we can call that kind of the formation of the self-conception_____.A: self-evaluation *B: reflection evaluation C: social compare D: self formationTrue-False Questions1. Lifestyles are derivatives of a consumer’s personal value system and personality.(T)2.Lifestyle is the operational measure of psychographics.(F)3. Personality has not been demonstrated convincingly as a useful means of market segmentation.(T)4. Consumer with a wide discrepancy between their actual and ideal self-image are more likely to be influenced by appeals to fantasy.(T)Questions1. What is the self-conception? How is it formed? Would measurement of self-concept be of any use to a brand manager who has full responsibility for the marketing of a new brand of household detergent?2. How the dress forms and developes the self-conception?Definition：1、In consumer behavior, personality is defined as consistent responses to environmental stimuli.2、A life-style is broadly defined as a mode of living that is identified by how people spend their time(activities); what they consider important in their environment(interests);and what they think of themselves and the world around them(opinions).3、The self-concept, or self-structure, may be thought of as an organized configuration of perceptions of the self which are admissible to awareness.4、Activities, Interests, and Opinions (AIO)Part 4 Environmental Influences on ConsumerChapter 10 Household Decision MakingChoices1.One factor that is important in family decision making but not in individual decision making is :A:stimulus expose B:changes in attitudes C:role specializationD:advertising awareness E:post-purchase evaluation2.The individual who has the role of influencing the type of stimuli the decision unit is exposed tois known as the:A:information-gatherer B:influencer C:decision maker D:purchasing agentE:consumer3.Joint decisions are more likely whenA:the product is purchased frequentlyB:there is little time to make a decisionC:the product is technologically complexD:the level of perceived risk in purchasing is highE:the product is likely to be used by more than one family member4.When family members agree about goals, the primary strategy for conflict resolution is throughA:consensus B:accomodation C:coercion D:bargaining E:persuasion5.When family members disagree about goals, the primary strategy for conflict resolution isthrough:A:consensus B:accomodation C:problem solvingD:budgetary allocation E:role specialization6.Wives tend to make the decision for:A:automobiles B:food C:housing D:vacations E:garden tools7.A joint decision is most likely to be made forA:small appliances B:food C:housing D:automobiles E:garden toolsAnswer:1 C 2 A 3 D 4 A 5 B 6 B 7 CTrue-False Questions1.Expressive roles are more likely to be performed by the husband, instrumental roles by the wife.2.Joint decision making is more likely when there is little time pressure in making the decision.3.Conflict is norm in family decision making.4.The profile of the husband-dominant family suggests a family with more traditional values andattitudes towards marital roles.5.The mother is the most important source of information for a child in evaluating alternativebrands.6.Most studies that have interviewed husbands and wives separatly have found little agreementbetween them regarding their respective influence on the purchase decision.Answer: 1 F 2 T 3 T 4 T 5 F 6 FPoints1、The U.S, Census Bureau defines a housing unit as having its own entrance(inside and outside )and basic facilities .If the housing unit has people living in it ,they constitute a household.2、A family is a group of two or more persons related by blood, marriage, or adoption who residetogether.In view of function it can be defined as the basic unit of society , in which two or more persons live together for personal and municipal purpose. So family is one kind of household.3、Consumer socialization refers to how children acquire knowledge about products and servicesand various consumption-related skills(such as how to search for bargains).Chapter 11 Group FactorsChoices1.Which of the following is membership groupA:symbolic groups B:avoidance groups C:aspirational groupsD:disclaimant groups E:none of the above2.The most important influence on purchasing decisions is generally provided byA:primary informal groups B:secondary informal groupsC:primary formal groups D:secondary formal groupsE:aspiration groups3.A consumer whose main objective is self-maintenance and enrichment is most likely to acceptwhich of the following types of influenceA:informational B:material C:comparative D:cultural E:normative4.Normative influence is most closely linked to which of the following types of powerA:expert power B:bargaining power C:referent power D:reward powerE:coercive powerAnswer:1 D 2 A 3 C 4 DTrue-False Questions1.Both membership and aspiration groups are reference groups.2.A disclaimant group is a membership group.3.Most group influence on consumer purchasing behavior is achieved through reward power.rmational influence is an overrated aspect of group influence.Much of what passes forinformational influence is really normative influence.Answer: 1 T 2 T 3 F 4 FPointsTABLE11.2 Conditions Reflecting Informational,Comparative, and Normative Influences Informational influence1.The individual seeks information about various brands of the product from an associationof professionals or independent group of experts .2.The individual seeks brand-related knowledge and experience (such as how Brand A’sperformance compares to Brand B’s ) from those friends,neighbors,relatives ,or workassociates who have reliable information about the brands .3.The individual’s observation of what experts do influences his or her choice of a brand(such as observing the type of car which police drive or the brand of TV which repairpeople buy ).Comparative influence4.The individual feels that the purchase or use of a particular brand will enhance the imagewhich others have of him or her .5.The individual feels that the purchase of a particular brand helps show others what he orshe is ,or would like to be (such as an athlete ,successful businessperson ,etc. ).6.The individual feels that those who purchase or use a particular brand process thecharacteristics which he or she would like to have.7.The individual sometimes feels that it would be nice to be like the type of person whichadvertisements show using a particular brand .Normative influence8.The individual’s decision to purchase a particular brand is influenced by the preferencesof people with whom he or she has social interaction .9.The individual’s decision to purchase a particular brand is influenced by the preferencesof family members .10.The desire to satisfy the expectation which others have of him or her has an impact on theindividual’s brand choice .Chapter 12 Social Class InfluencesChoices1.The most important distinction between social classes is that they are likely to have differentA:life-style B:brand perceptions C:patterns of group influenceD*:value systems E:personality characteristics2.The group that is most likely to engage in impulse purchasing is theA:upper-upper class B:lower-upper class C:upper-middle classD*:lower-middle class E*:upper-lower class F*:lower-lower class3. The group that is most likely to emphasize quality and value in purchasing is theA*:upper-upper class B*:lower-upper class C*:upper-middle classD:lower-middle class E:upper-lower class F:lower-lower class4.The reason that upper and upper-middle class consumers tend to engage in more active leisureactivities than lower-class consumers isA:to make up for less activity in their occupationsB*:as a means of self-ecpressionC:because of more disposable incomeD:to spend more time with their familiesE:because they are more achievement orientedTrue-False Questions1.Income is the best criterion of social stratification in Chinese society.2.Lower class consumers tend to be more oriented to traditional values.3.Social classes are face to face groups that exert direct influence on the individual consumer.。

现代消费者行为学讲义(英文版)

现代消费者行为学讲义（英文版）Unit 1: Introduction to Consumer Behavior1.1 Definition of Consumer BehaviorConsumer behavior refers to the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy their needs and wants.1.2 Importance of Consumer BehaviorUnderstanding consumer behavior is crucial for marketers to design effective marketing strategies. By understanding the factors that influence consumer choices, marketers can tailor their products, pricing, promotion, and distribution strategies to better meet consumer needs and expectations.Unit 2: Consumer Decision-Making Process2.1 Need RecognitionConsumers recognize a need when they perceive a discrepancy between their current state and a desired state. This discrepancy can be triggered by internal or external stimuli and can be related to physiological, psychological, or social needs.2.2 Information SearchOnce consumers recognize a need, they engage in an information search to gather information about potential solutions to their need. The information search can be internal (from memory) or external (through various sources such as friends, family, advertisements, internet searches, etc.).2.3 Evaluation of AlternativesDuring this stage, consumers compare and evaluate different options based on various criteria such as price, quality, brand reputation, features, and personal preferences. They develop a consideration set, which consists of the alternatives they perceive as potentially meeting their needs.2.4 Purchase DecisionAfter evaluating the alternatives, consumers make a purchase decision. This decision can be influenced by factors such as available budget, product availability, purchase convenience, perceived value, and past experiences.2.5 Post-Purchase EvaluationAfter purchasing a product, consumers assess whether their expectations were met or exceeded. This evaluation influences consumer satisfaction, brand loyalty, and future purchase intentions.Unit 3: Factors Influencing Consumer Behavior3.1 Cultural FactorsCulture, subculture, and social class have a significant impact on consumer behavior. Cultural values, beliefs, norms, and customs shape individuals' preferences, attitudes, and behaviors.3.2 Social FactorsSocial factors such as reference groups, family, social roles, and social status influence consumer behavior. Individuals often seekapproval and acceptance from their reference groups and make purchasing decisions based on the opinions and recommendations of others.3.3 Personal FactorsPersonal factors including age, gender, income, occupation, lifestyle, personality, and self-concept influence consumer behavior. These factors shape individuals' needs, motivations, and decision-making processes.3.4 Psychological FactorsPsychological factors like perception, learning, motivation, beliefs, attitudes, and emotions influence consumer behavior. Marketers often use strategies to appeal to consumers' emotions, perceptions, and motives to influence their purchasing decisions.Unit 4: Consumer Behavior in the Digital Age4.1 Online Consumer BehaviorThe rise of the internet and e-commerce has significantly influenced consumer behavior. Online consumers have access to vast information, can compare prices, read reviews, and make purchases conveniently. Understanding online consumer behavior is essential for marketers to effectively target and engage digital consumers.4.2 Social Media and Consumer BehaviorSocial media platforms have become powerful tools for understanding and influencing consumer behavior. Consumers increasingly rely on social media for product recommendations,reviews, and engaging with brands. Marketers can leverage social media platforms to connect with consumers, build brand loyalty, and generate positive word-of-mouth.4.3 Mobile Consumer BehaviorThe widespread use of smartphones has transformed consumer behavior. Mobile consumers can research, shop, and transact anytime and anywhere. Marketers need to optimize their websites and applications for mobile devices to provide a seamless mobile experience and capitalize on mobile consumer behavior. Conclusion:Consumer behavior is a complex field of study that helps marketers understand the needs, motivations, decision-making processes, and behavior of consumers. By understanding consumer behavior, marketers can develop targeted marketing strategies, enhance customer satisfaction, and build long-term relationships with their customers.Unit 5: The Influence of Marketing and Advertising on Consumer Behavior5.1 Marketing MixThe marketing mix consists of the four Ps: product, price, place, and promotion. Each element of the marketing mix can influence consumer behavior. For example, the product's features and benefits, packaging, and branding can create a favorable perception and influence purchase decisions. Pricing strategies can impact consumer perceptions of value and affordability. Distribution channels and accessibility can make a product more or less available, influencing consumer choices. Finally, promotional activities such as advertising, sales promotions, and publicrelations can shape consumer preferences and purchase intentions.5.2 Advertising and Consumer BehaviorAdvertising is a powerful tool that can influence consumer behavior. Through various forms of media, such as TV, radio, print, and online advertisements, marketers can communicate messages about their products and brands to consumers. Advertising can create awareness, generate interest, and influence consumer perceptions and attitudes towards a product or brand. It can also influence consumers' decision-making processes by highlighting product benefits, addressing consumer needs, and creating a sense of urgency or desire for the product.5.3 The Role of BrandingBranding plays a crucial role in influencing consumer behavior. A strong brand can evoke positive associations and emotions, create trust and loyalty, and differentiate a product or service from competitors. Branding can influence consumer perceptions of quality, reliability, and value, and can drive purchase decisions. Marketers use branding strategies such as brand positioning, brand image, and brand equity to shape consumer preferences and create strong brand-consumer relationships.5.4 The Influence of Social ProofSocial proof refers to the tendency of individuals to rely on the actions and opinions of others when making decisions. It is a powerful tool that marketers use to influence consumer behavior. Social proof can be demonstrated through testimonials, reviews, ratings, and recommendations from satisfied customers. Marketers also leverage influencers and celebrities to endorse their products,capitalizing on their social proof and influencing consumer perceptions and purchase decisions.5.5 The Impact of Consumer PsychologyConsumer psychology, which focuses on understanding how individuals perceive, process, and interpret information, plays a significant role in consumer behavior. Marketers utilize various psychological tactics to influence consumer behavior. For example, scarcity tactics, such as limited-time offers or limited availability, can create a sense of urgency and drive immediate purchases. Framing techniques, such as presenting information in a positive or negative light, can influence consumer perceptions and decision-making. Marketers also appeal to consumers' emotions, using storytelling and imagery to evoke desired feelings and associations with their products or brands.Unit 6: Consumer Behavior and Decision-Making Strategies6.1 Rational Decision-MakingThe rational decision-making model suggests that consumers go through a systematic process of evaluating alternatives and making logical decisions based on rational criteria. This model assumes that consumers are rational and have complete information and the ability to evaluate all available alternatives objectively. However, in reality, consumers may not always follow a strictly rational decision-making process, and factors such as emotions, habits, and heuristics can influence their choices.6.2 Emotional Decision-MakingEmotions play a significant role in shaping consumer behavior anddecision-making. Emotional decision-making occurs when consumers make choices based on emotional responses rather than logical analysis. Marketers use various strategies to elicit emotions and influence consumer behavior, such as creating emotionally appealing advertisements, associating products with positive emotions, or triggering emotions of fear, excitement, or nostalgia.6.3 Habitual Decision-MakingHabitual decision-making occurs when consumers make choices based on automatic routines, habits, or pre-established brand preferences. Consumers rely on these habits and familiarity to simplify the decision-making process and reduce cognitive effort. Marketers can leverage consumer habits by creating products, experiences, or advertising that reinforce existing habits or by providing convenience and familiarity.6.4 Heuristic Decision-MakingHeuristics are mental shortcuts or rules of thumb that individuals use to simplify decision-making. They allow consumers to make quick decisions based on limited information or prior experience. Heuristics can be influenced by factors such as product packaging, branding, pricing cues, or social norms. Marketers can utilize heuristics by creating packaging or design that triggers positive associations or by providing cues that simplify decision-making, such as prominently displaying special offers or discounts.6.5 Decision-Making Strategies in the Digital AgeThe digital age has introduced new decision-making strategies for consumers. Online reviews, ratings, and social media influencers have become important sources of information for consumers.They heavily rely on other customers' experiences and recommendations to make informed choices. Marketers need to understand these new decision-making strategies and find ways to leverage them by encouraging positive online reviews, engaging with influencers, and providing relevant and trustworthy information online.Conclusion:Consumer behavior is a dynamic and evolving field of study. It is influenced by various factors, such as cultural, social, personal, and psychological factors. Marketers play a crucial role in understanding and influencing consumer behavior through marketing and advertising strategies. By understanding consumer decision-making processes and utilizing effective marketing tactics, marketers can build strong relationships with consumers, meet their needs and expectations, and ultimately drive sales and business success.。

做一个聪明的消费者作文英语

做一个聪明的消费者作文英语Title：Being a Smart ConsumerIn today's consumer-driven world, it's crucial to be a smart consumer. Being informed, vigilant, and responsible are key traits that help us make wise purchasing decisions.Firstly, being informed is paramount. In the age of the internet, we have access to an endless amount of information. It's important to research products thoroughly before making a purchase. Reading reviews, comparing prices, and understanding the product's features and specifications can help us make informed decisions. Additionally, staying updated on consumer rights and protection laws can help us identify and avoid scams or unfair practices.Secondly, vigilance is crucial. As consumers, we should be aware of potential risks and threats. This includes being mindful of our personal information and protecting it from fraudsters. We should also be cautious of fake or counterfeit products that can not only be ineffective but also harmful. By being vigilant, we can protect ourselves from being taken advantage of.Lastly, being responsible as a consumer is essential. We should strive to minimize waste and choose products that are sustainable and environmentally friendly. We should also support businesses that have ethical and responsible practices. By being responsible consumers, wecan contribute to a more sustainable and just economy.In conclusion, being a smart consumer involves being informed, vigilant, and responsible. By doing so, we can make wise purchasing decisions that not only benefit us but also society and the environment. Let's all strive to be smart consumers and make a positive impact in our consumer-driven world.。

消费者的正确行为英语作文

消费者的正确行为英语作文The Responsible Consumer: A Guide to Sustainable Shopping.In today's fast-paced consumer culture, it's easy to get caught up in the thrill of acquiring new things. However, with the rise of environmental concerns and social awareness, it's becoming increasingly important for consumers to make informed and responsible choices. This article aims to guide you towards sustainable shopping practices that benefit both you and society.1. Be Mindful of Your Choices.The first step towards responsible consumerism is being aware of the impact of your purchases. Consider the environmental footprint of the products you buy, from their production to disposal. Look for items that are made from sustainable or recycled materials, and avoid those that come with excessive packaging or have a high carbonfootprint.2. Support Sustainable Brands.Support companies that prioritize sustainability in their business practices. Look for brands that are transparent about their supply chain, that source their materials ethically, and that strive to reduce their environmental impact. Buying from these brands not only reduces your personal carbon footprint but also encourages other companies to adopt sustainable practices.3. Shop Locally.Shopping locally supports small businesses and reduces the environmental cost of transportation. Buying from local merchants ensures that your money stays within the community, supporting local economies and creating jobs. Furthermore, local produce often has a smaller carbon footprint as it doesn't need to be transported over long distances.4. Be Mindful of Seasonality.Shopping for food and produce in season is not only healthier but also more environmentally friendly. Out-of-season fruits and vegetables often require extensive transportation and storage, which increases their carbon footprint. By shopping for locally grown, seasonal produce, you can reduce your environmental impact and enjoy the freshest, most flavorful food.5. Rethink Ownership.Consider alternative ownership models such as renting, borrowing, or sharing items instead of buying them outright. This reduces the demand for new products, saves resources, and reduces waste. Services like car-sharing, toollibraries, and clothing swaps are becoming increasingly popular and provide convenient alternatives to traditional ownership.6. Repair and Reuse.Before throwing away broken or unwanted items, consider repairing or finding new uses for them. Repairing electronics, fixing clothing, or upcycling furniture not only saves money but also reduces waste. There are plenty of resources online that can help you learn new skills and find creative ways to reuse items.7. Be Mindful of Packaging.Packaging is a significant contributor to waste and pollution. Look for products that come with minimal packaging or are packaged in recyclable materials. Whenever possible, choose bulk items or buy in refillable containers to reduce waste. Additionally, consider using reusable shopping bags, water bottles, and containers to further reduce your environmental impact.8. Educate Yourself.Becoming a responsible consumer requires ongoing education and awareness. Stay up-to-date on the latest sustainability trends and practices by reading books,articles, and blogs dedicated to the topic. Join online communities or attend workshops and events that provide education and inspiration for sustainable living.In conclusion, responsible consumerism is about making choices that benefit not only yourself but also the environment and society at large. By being mindful of your choices, supporting sustainable brands, shopping locally, and prioritizing repair and reuse, you can make a positive impact on the world. Remember, every small step counts towards a more sustainable future.。

从消费市场出发英语作文

从消费市场出发英语作文In today's globalized economy, the importance of English as a lingua franca cannot be overstated. It is the language of international business, diplomacy, and academia. This essay will explore the significance of English in the consumer market and how it has become an indispensable tool for those looking to engage with a global audience.The Role of English in the Consumer MarketThe consumer market has evolved into a vast, interconnected web where products and services are marketed and sold across borders. English has become the common language that facilitates this exchange. Businesses, regardless of their country of origin, often adopt English as their primary mode of communication to reach a wider customer base.Branding and MarketingEnglish is prevalent in branding and marketing strategies. Companies use it to create a universal appeal that transcends cultural and linguistic barriers. From slogans to product descriptions, English is often the chosen medium to convey the brand's message. This is evident in the global campaigns of multinational corporations, where English is used to maintain consistency in brand identity.E-commerce and Online ShoppingThe rise of e-commerce has further reinforced the importance of English in the consumer market. Online platforms like Amazon, eBay, and Alibaba are primarily English-based, making it easier for sellers and buyers from different countries to interact. English descriptions and reviews help customers make informed decisions about their purchases.Global AdvertisingAdvertising campaigns often use English to target a global audience. The language's neutrality and widespread use makeit an ideal choice for advertisements that aim to resonate with people from various cultural backgrounds. English slogans and taglines are memorable and easily understood by a diverse audience.Customer Service and SupportProviding customer service in English is a standard practice for companies operating internationally. It ensures that customers from different countries can communicate their needs and receive assistance without the barrier of language. This is particularly important in the age of social media, where customer feedback and support are often exchanged in real-time.Challenges and OpportunitiesWhile the use of English in the consumer market presents numerous opportunities, it also comes with challenges.Companies must be mindful of cultural nuances and avoid misinterpretations that can arise from literal translations. Moreover, the over-reliance on English can sometimes lead to the neglect of local languages and cultures, which canalienate certain customer segments.ConclusionEnglish has become a vital component of the consumer market, enabling businesses to reach out to a global audience and facilitating international trade. As the world continues to become more interconnected, the role of English in the consumer market is likely to grow, making it an essentialskill for anyone looking to succeed in the global marketplace.。

消费者文化创作和扩散(英文版)

消费者文化创作和扩散(英文版)Consumer Culture: Creation and DisseminationIn today's globalized world, consumer culture plays a significant role in shaping societies and economies. Consumer culture refers to the beliefs, attitudes, and behaviors that influence individuals' purchasing decisions and preferences. This cultural phenomenon is not only created by marketers and advertisers but also by consumers themselves.Consumer culture's creation starts with companies and advertisers who strive to understand consumer needs and desires. Through extensive market research, they identify emerging trends, analyze consumer behavior, and develop products and marketing strategies to meet these demands. In this process, companies often collaborate with influential figures or celebrities, who act as brand ambassadors and play a crucial role in promoting these products to consumers.However, consumer culture is not solely driven by corporate initiatives. It is also nurtured by consumers, who actively participate in shaping and disseminating this culture. With the rise of social media and digital platforms, individuals now have a louder voice and a broader reach than ever before. They use these channels to express their opinions and experiences with products and brands. This user-generated content influences others' purchasing decisions and contributes to the creation and spread of consumer culture.Moreover, consumer culture is not limited to traditional marketingstrategies or advertisements anymore. It has expanded into various aspects of daily life, such as lifestyle choices, social media influence, and even political engagement. For instance, people showcase their preferred brands, fashion styles, and travel experiences on social media platforms, creating an aspirational lifestyle that others strive to emulate. This has a significant impact on the way society perceives certain products or brands.Additionally, consumer culture can also influence political and social movements. Consumers increasingly align themselves with brands that align with their values and beliefs. This has led to the rise of ethical consumerism, where individuals choose to purchase from companies that prioritize sustainability, social responsibility, or humanitarian causes. This shift in consumer preferences has compelled businesses to adapt their practices and become more socially conscious, further perpetuating the culture of responsible consumption.In conclusion, consumer culture is a multi-faceted phenomenon that is both created and disseminated by various stakeholders. Companies and marketers play a vital role in shaping this culture through market research, advertising, and collaboration with influencers. However, consumers also contribute to this culture by sharing their experiences and opinions on social media and participating in lifestyle choices that endorse particular brands. Thus, consumer culture is a dynamic and evolving force that continues to shape societies and economies worldwide.Certainly! Here are some additional points to consider and expand upon:1. The Role of Advertising: Advertising is a key driver in thecreation and dissemination of consumer culture. Companies invest heavily in advertising campaigns to promote their products and encourage consumer desire and aspiration. Advertisements are designed to create emotional connections with consumers, tapping into their desires, dreams, and aspirations. They often depict idealized lifestyles, reinforcing the idea that possessing certain products will lead to happiness, success, and social acceptance.2. Materialism and Status Symbol: Consumer culture is often associated with materialism and the pursuit of status symbols. In many societies, individuals are judged by the possessions they own, and the brands they wear or use. This status-conscious mentality fuels the desire for luxury goods and conspicuous consumption. Many consumers are willing to pay a premium to be associated with high-end brands and products, as it enhances their social standing and self-esteem.3. The Influence of Peer Pressure: Peer pressure is a powerful factor in consumer culture. Individuals often feel the need to conform to the preferences and choices of their social group or reference group. This can include friends, family, colleagues, or even online communities. People want to fit in and be accepted, so they often align their purchasing decisions with the prevailing tastes and preferences of these groups. This leads to the creation of specific consumer subcultures, where individuals share common values, interests, and consumption patterns.4. The Role of Technology and E-commerce: The rise of e-commerce and technological advancements have transformed consumer culture. Online shopping has democratized access toproducts and brands, allowing consumers to explore a wide range of options and make informed choices. Digital platforms also provide consumers with the opportunity to engage with brands directly, through social media, customer reviews, and online forums. This has fostered a sense of consumer empowerment, as individuals have more control and influence over their purchasing decisions.5. Sustainable Consumption: The concept of sustainable consumption has gained prominence in recent years. As consumers become more aware of environmental and social issues, they are seeking out products and brands that align with their values. Sustainable consumption encourages responsible and conscious decision-making, considering the environmental, social, and ethical implications of consumer choices. This has led to the emergence of eco-friendly products, fair trade practices, and ethical sourcing initiatives.6. Impact on Personal Identity: Consumer culture has the power to shape personal identities, as individuals use their consumption choices to express their values, interests, and preferences. By aligning themselves with specific brands or products, consumers signal their belonging to certain social groups or subcultures. This phenomenon has led to the rise of "brand communities," where individuals bond over their shared love for a particular brand. Brands have become a form of self-expression and identification, helping individuals define and communicate their personal image.7. Consumer Resistance and Counter-Culture: While consumer culture is pervasive, it is met with resistance and counter-culturemovements. Some individuals reject mainstream consumption patterns and seek alternative ways of living and consuming. This can be seen in the rise of minimalist lifestyles, anti-consumerism movements, or the preference for vintage and second-hand goods. These movements challenge the dominance of consumer culture and advocate for more sustainable, conscious, and individualistic approaches to consumption.In conclusion, consumer culture is a complex and multifaceted phenomenon that is shaped by both corporations and consumers. Advertising, peer pressure, materialism, and technology all play a role in creating and disseminating this culture. However, consumers also contribute by expressing their opinions and preferences through social media and engaging in responsible and sustainable consumption. As consumer culture continues to evolve, it will undoubtedly have significant implications for societies, economies, and individuals' personal identities and values.。

schiffcbce01 25页PPT文档

Alfred Sloan, General Motors Colonel Sanders, KFC Ray Kroc, McDonald’s
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Implementing the Marketing Concept
Knowledge of consumer behaviour is essential for non-profit organizations
– Non profits have different customers to please
Positioning: developing a distinct
image for the product in the mind of
the consumer
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Successful Positioning
– How do you measure web-based promotions?
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Why study consumer behaviour?
Understanding consumer behaviour will help you become better marketers as it is the foundation for
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Module 1
Successful completion of this module will enable you to: Define Consumer Behaviour and understand the roles of different players in influencing the market-place. Explain how Consumer Behaviour contributes to successful marketing. Demonstrate an understanding of the definition of Consumer Behaviour by describing key stakeholders in the market-place.
Marketing Firms
Marketing Strategies
Public Policy
Government and SIGs
Consumer Activities
Consumers
Disciplines shaping Consumer Behaviour
There is something for everyone in Consumer Behaviour Psychology (Behavioural Theories) Microeconomics (goods/services/prices/utility) Sociology (individuals vs. households) Macroeconomics (income levels) Demography (age, gender) History (traditional stereotypes vs. trends) Anthropology (evolution of families)
Positivism
Cognition
CB
Pastiche
Interpretivism
Emotions (Affect)
Strategic Trends Relationship Marketing
This approach involves treating customers as a long term investment and apart of the company as opposed to being a transaction.
Current Studies: Work Experience: PhD Candidate, Lincoln Uni. Procurement (Zim) Imports & Exports (Zim) Sales/Retail Management (USA) Interests & Hobbies World Politics World Sport Travel Mini Marathon
Social Marketing
There is also increase in the number and range of activities SIGs are using to promote social change.
Blurred Boundaries
Fuzzy boundaries now exist between marketing activities and reality.
Justified role of CB in marketing strategy. Defined CB and highlighted key elements. Outline major players. CB ቤተ መጻሕፍቲ ባይዱs multidisciplinary. CB can be studied using positivist or interpretivist views. Highlighted strategic and market-based trends. Illustrated some ethical issues, claim and counter-claim. We examined the dark side of Consumer Behaviour.
Database Marketing
Database marketing involves the regular collection of demography and/or psychographic data about customers. This allows marketers to better understand those customers and also to serve their needs.
What? Process physical psychological Who are the actors? People individuals groups What do they do? Acquire selection purchase use/disposal How do they do it? Goods products services
Three lectures per week (8;30 to 10;30am). Lectures are organized around modules and chapters. Four quizzes (one at the end of every week). Two case assignments. Each quiz and each assignments contributes 10% towards grade. Final exam accounts for 40% of final grade. Summer semester moves at high tempo. Numerous opportunities to earn extra credit.
Green Marketing
Issues of sustainable production and proper use of resources are more important now than ever. Firms that ignore their “green” responsibilities can suffer consumer backlash.
Deviant, immoral or illegal activities Theft Vandalism Retaliatory and abusive acts Consumers in Danger Consumer Addiction Compulsive Consumption Consumed Consumers Consumers Presenting Danger (Activism) Peaceful/Culture Jamming activism Confrontational/Anti-consumption activism
Consumer behaviour 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 et al., 2010).
Market-Based Trends The Global Consumer
As different as we may appear there many traits that are shared across national, cultural, ethnic and religious boundaries. Consumer tastes appear to be converging leading to the birth of the global consumer.
Welcome to (MKT, 205) Summer, 2012
Who am I ?
Name: Origin: Qualifications: Eldrede T. Kahiya Zimbabwe
Higher Dip. (Zim) IAC Dip. (SA) BBS (Zim) MBA (USA)
What is required of you?
Class attendance Class participation Behaviour Read ahead Ask questions
Production orientation Sales orientation Current marketing practices are based largely on marketing orientation. Marketing orientation requires the adoption of the marketing concept. Marketing strategy is centred around 1) 4ps 2) STP Key to successful marketing strategy is understanding the consumer and the marketplace.
Market-Based Trends Virtual Consumer
A lot of marketing activity now occurs in cyberspace. Not only to businesses market to consumers (B2C) but there is also business to business (B2B) and consumer to consumer (C2C) marketing. Common examples of C2C marketing are EBay and Trademe.