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ID:43705423
大小:2.08 MB
页数:51页
时间:2019-10-13
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1、ConsumerMarketsandConsumerBuyerBehaviorChapter5Schedule–BeforeMidterm4Oct.8/9ConsumerMarketsandConsumerBuyerBehaviorCh.5Case35Oct.15/16BusinessMarketsandBusinessBuyerBehaviorCh.6Case46Oct.22/23MarketingInformationSystemCh.4Case52LearningGoalsDefinetheconsumermarketandc
2、onstructamodelofconsumerbuyerbehaviorNamethefourfactorsthatinfluencebuyerbehaviorListandunderstandthetypesofbuyingdecisionbehaviorandstagesintheprocessDescribetheadoptionanddiffusionprocessfornewproducts3CaseStudyHarleyDavidsonBuildingSuccessUnderstandingthecustomers’
3、emotionsandmotivationDeterminingthefactorsofloyaltyTranslatingthisinformationtoeffectiveadvertisingMeasuringSuccessCurrently22%ofallU.S.bikesalesDemandabovesupplySalesdoubledinthepast5yearswithearningstripled5-44LearningGoalsDefinetheconsumermarketandconstructamodelofc
4、onsumerbuyerbehaviorNamethefourfactorsthatinfluencebuyerbehaviorListandunderstandthetypesofbuyingdecisionbehaviorandstagesintheprocessDescribetheadoptionanddiffusionprocessfornewproducts5DefinitionsConsumerbuyerbehaviorreferstothebuyingbehavioroffinalconsumers–individu
5、alsandhouseholdswhobuygoodsandservicesforpersonalconsumptionAllofthesefinalconsumerscombinetomakeuptheconsumermarket67LearningGoalsDefinetheconsumermarketandconstructamodelofconsumerbuyerbehaviorNamethefourfactorsthatinfluencebuyerbehaviorListandunderstandthetypesofbuy
6、ingdecisionbehaviorandstagesintheprocessDescribetheadoptionanddiffusionprocessfornewproducts8ModelofBuyerBehavior9CharacteristicsAffectingConsumerBehaviorCultureFormsaperson’swantsandbehaviorSubcultureGroupswithsharedvaluesystemsSocialClassSociety’sdivisionswhoshareval
7、ues,interestsandbehaviorsCulturalSocialPersonalPsychologicalKeyFactors10CharacteristicsAffectingConsumerBehaviorGroupsMembershipReferenceAspirationalOpinionleadersBuzzmarketingFamilyManyinfluencersRolesandstatusCulturalSocialPersonalPsychologicalKeyFactors11Thisadverti
8、serknowsteensarestronglyinfluencedbygroupswhenpurchasingfashionitems12CharacteristicsAffectingConsumerBehaviorAgeandl
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