市场营销学双语课件汇总1
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Brand Beliefs
What do I believe about each available brand?
Total Product Satisfaction
Based on what I’m looking for, how satisfied would I be with each product?
information
•Advertising, salespeople •Receives most information
from these sources
•Mass Media •Consumer-rating groups
•Handling the product •Examining the product •Using the product
Few differences
between brands
High Involvement
Complex Buying Behavior
DissonanceReducing Buying
Behavior
Low Involvement
VarietySeeking Behavior
Habitual Buying Behavior
影响消费者行为的因素: 心理
Motivation
Beliefs and Attitudes
Psychological Factors
Perception
Learning
马斯洛的需求层次理论
Self Actualization
(Self-development)
Esteem Needs (self-esteem, status)
• Values
• Perceptions
Subculture
• Groups of people with shared value systems based on common life experiences.
• Hispanic Consumers
• African American Consumers
Evaluation Procedures
购买决定过程
Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior
购买决定过程
Step 1. Need Recognition
Need Recognition
• Asian American Consumers
• Mature Consumers
Social Class
• People within a social class tend to exhibit similar buying behavior.
• Occupation
• Income
• Education
Difference between an actual state and a desired state
Internal Stimuli
• Hunger
• Thirst • A person’s normal
needs
External Stimuli
• TV advertising • Magazine ad • Radio slogan •Stimuli in the
• Wealth
影响消费者行为的因素: 社会 Groups
•Membe rship
•Referen ce Family •Husba nd, wife, kids •Influen cer, buyer, user
Roles and Status
Social Factors
影响消费者行为的因素: 个人
购买决定过程
Step 3. Evaluation of Alternatives
Product Attributes
Evaluation of Quality, Price, & Features
Degree of Importance
Which attributes matter most to me?
environment
购买决定过程
Step 2. Information Search
Personal Sources Commercial Sources
Public Sources Experiential Sources
•Family, friends, neighbors •Most influential source of
市场营销学双语课件汇 总1
2020年4月23日星期四
消费者行为模型
Product Price Place Promotion
营销和其他刺激
Buyer’s Decision Process
购买者黑箱
Product Choice Brand Choice Dealer Choice
购买者反应
Economic Technological Political Cultural
Personal Influences
Age and Family Life Cycle Station
Personality & Self-Concept
Lifestyle Identification
Activities
Interests
Opinions
Characteristics Affecting Consumer Behavior
Purchase Timing Purchase Amount
影响消费者行为的因素
Culture Social Personal Psychological
Buyer
影响消费者行为的因素: 文化
• Most basic cause of a person's wants and behavior.
Social Needs
(sense of belonging, love)
Safety Needs
(security, protection)
Physiological Needs
(hunger, thirst)
购买决定的类型
Significant differences
between brands
What do I believe about each available brand?
Total Product Satisfaction
Based on what I’m looking for, how satisfied would I be with each product?
information
•Advertising, salespeople •Receives most information
from these sources
•Mass Media •Consumer-rating groups
•Handling the product •Examining the product •Using the product
Few differences
between brands
High Involvement
Complex Buying Behavior
DissonanceReducing Buying
Behavior
Low Involvement
VarietySeeking Behavior
Habitual Buying Behavior
影响消费者行为的因素: 心理
Motivation
Beliefs and Attitudes
Psychological Factors
Perception
Learning
马斯洛的需求层次理论
Self Actualization
(Self-development)
Esteem Needs (self-esteem, status)
• Values
• Perceptions
Subculture
• Groups of people with shared value systems based on common life experiences.
• Hispanic Consumers
• African American Consumers
Evaluation Procedures
购买决定过程
Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior
购买决定过程
Step 1. Need Recognition
Need Recognition
• Asian American Consumers
• Mature Consumers
Social Class
• People within a social class tend to exhibit similar buying behavior.
• Occupation
• Income
• Education
Difference between an actual state and a desired state
Internal Stimuli
• Hunger
• Thirst • A person’s normal
needs
External Stimuli
• TV advertising • Magazine ad • Radio slogan •Stimuli in the
• Wealth
影响消费者行为的因素: 社会 Groups
•Membe rship
•Referen ce Family •Husba nd, wife, kids •Influen cer, buyer, user
Roles and Status
Social Factors
影响消费者行为的因素: 个人
购买决定过程
Step 3. Evaluation of Alternatives
Product Attributes
Evaluation of Quality, Price, & Features
Degree of Importance
Which attributes matter most to me?
environment
购买决定过程
Step 2. Information Search
Personal Sources Commercial Sources
Public Sources Experiential Sources
•Family, friends, neighbors •Most influential source of
市场营销学双语课件汇 总1
2020年4月23日星期四
消费者行为模型
Product Price Place Promotion
营销和其他刺激
Buyer’s Decision Process
购买者黑箱
Product Choice Brand Choice Dealer Choice
购买者反应
Economic Technological Political Cultural
Personal Influences
Age and Family Life Cycle Station
Personality & Self-Concept
Lifestyle Identification
Activities
Interests
Opinions
Characteristics Affecting Consumer Behavior
Purchase Timing Purchase Amount
影响消费者行为的因素
Culture Social Personal Psychological
Buyer
影响消费者行为的因素: 文化
• Most basic cause of a person's wants and behavior.
Social Needs
(sense of belonging, love)
Safety Needs
(security, protection)
Physiological Needs
(hunger, thirst)
购买决定的类型
Significant differences
between brands