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ID:43706069
大小:2.13 MB
页数:51页
时间:2019-10-13
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1、ConsumerMarketsandConsumerBuyerBehaviorSchedule–BeforeMidterm4Oct.8/9ConsumerMarketsandConsumerBuyerBehaviorCh.5Case35Oct.15/16BusinessMarketsandBusinessBuyerBehaviorCh.6Case46Oct.22/23MarketingInformationSystemCh.4Case52LearningGoalsDefinetheconsumermarketandconstructamodelofconsumerbuyerbehavi
2、orNamethefourfactorsthatinfluencebuyerbehaviorListandunderstandthetypesofbuyingdecisionbehaviorandstagesintheprocessDescribetheadoptionanddiffusionprocessfornewproducts3CaseStudyHarleyDavidsonBuildingSuccessUnderstandingthecustomers’emotionsandmotivationDeterminingthefactorsofloyaltyTranslating
3、thisinformationtoeffectiveadvertisingMeasuringSuccessCurrently22%ofallU.S.bikesalesDemandabovesupplySalesdoubledinthepast5yearswithearningstripled5-44LearningGoalsDefinetheconsumermarketandconstructamodelofconsumerbuyerbehaviorNamethefourfactorsthatinfluencebuyerbehaviorListandunderstandthetypes
4、ofbuyingdecisionbehaviorandstagesintheprocessDescribetheadoptionanddiffusionprocessfornewproducts5DefinitionsConsumerbuyerbehaviorreferstothebuyingbehavioroffinalconsumers–individualsandhouseholdswhobuygoodsandservicesforpersonalconsumptionAllofthesefinalconsumerscombinetomakeuptheconsumermarket
5、67LearningGoalsDefinetheconsumermarketandconstructamodelofconsumerbuyerbehaviorNamethefourfactorsthatinfluencebuyerbehaviorListandunderstandthetypesofbuyingdecisionbehaviorandstagesintheprocessDescribetheadoptionanddiffusionprocessfornewproducts8ModelofBuyerBehavior9CharacteristicsAffectingConsu
6、merBehaviorCultureFormsaperson’swantsandbehaviorSubcultureGroupswithsharedvaluesystemsSocialClassSociety’sdivisionswhosharevalues,interestsandbehaviorsCulturalSocialPersonalPsychologicalKeyFactors10CharacteristicsAffectingConsumerBehaviorGroupsMembershipReferenceAspirationalOpinionleadersBuzzmar
7、ketingFamilyManyinfluencersRolesandstatusCulturalSocialPersonalPsychologicalKeyFactors11Thisadvertiserknowsteensarestronglyinfluencedbygroupswhenpurchasingfashionitems12CharacteristicsAffectingConsumerBehaviorAgeandlifecycle
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