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页数:43页
时间:2019-09-07
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1、CHAPTER2DeterminantsofCustomerBehavior:PersonalFactorsandMarketEnvironmentCUSTOMERBEHAVIOR:AMANAGERIALPERSPECTIVEPART1:1FrameworkPayerUserBuyerPersonalContextCultureGroupsandInstitutionsPersonalWorthSocialClassPersonalTraitsGeneticsBiogenicsPersonalityMarketContextEconomyGovernmentPol
2、icyTechnologyMarketTraitsClimateTopographyEcology2Copyright©1999byThomasSouthwestern.Allrightsreserved.TwoBroadClassesPersonaltraitsThosebiologicalandphysiologicalfeaturesapersonisbornwithandthosethatdevelopasapersongrowsbutwhoseoriginderivesfrombiologicalheredity.IndividualtraitsGrou
3、ptraitsPersonalcontextThecharacteristicsofthesocio-econoculturalenvironmentinwhichwehavelivedandareliving,whichhasintimatelyinfluencedourresources,tastes,andpreferences3Copyright©1999byThomasSouthwestern.Allrightsreserved.PersonalFactors4PersonalTraitsGeneticsBiogenicsRaceGenderAgePer
4、sonality5Copyright©1999byThomasSouthwestern.Allrightsreserved.Genetics:TheCardsWeAreDealtatBirthDNA(deoxyribonucleicacid)ChemicalsincellnucleithatformthemolecularbasisofheredityinorganismsGenes(segmentsofDNA)providethecodethatdeterminesourcharacteristics6Copyright©1999byThomasSouthwes
5、tern.Allrightsreserved.ResearchResearchisinprogressongeneticsandDNA,seekingtodiscoversecretsofthehumanconditionandbehaviorAdvancesinneurologyareuncoveringvariouschemicalsthatregulatehumanemotionsandbehaviorThesediscoveriessupporttheideaofbiologicaldeterminism–thebeliefthathumanbehavio
6、risdeterminedbybiologicalfactorssuchasgeneticsandDNAOthernon-biologicalfactorssuchasculture,perception,learning,andindividualmotivation,determinemuchofadultbehavioraswell7Copyright©1999byThomasSouthwestern.Allrightsreserved.GeneticsAffectCustomerNeedsandBehaviorFourFactorsPhysiologica
7、ldifferencesDiseasesandmentaldisorderCircadianrhythmEmotionsandbehavior8Copyright©1999byThomasSouthwestern.Allrightsreserved.DirectEffectsofGeneticsPhysicalfeaturesandphysiologicalcharacteristicsHeight,weight,skincolorandtone,colorofeyes,colorandtextureofhair,andbodilyreactionstovaria
8、tions
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