出口行销学ch4

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1、Chapter4:BuyingBehaviourWhenyoufinishthischapter,youshouldChapterObjectives1.Understandtheeconomic-buyermodelofbuyerbehavior.2.Understandhowpsychologicalvariables,socialinfluencesandthepurchasesituationaffectconsumerbuyingbehavior.3.Knowhowconsumersuseproblem-

2、solvingprocesses.4.Knowwhothebusinessandorganizationalcustomersare.5.Understandthemultiplebuyinginfluencesinabuyingcenter.6.Understandtheproblem-solvingbehaviouroforganizationalbuyers.7.Knowthebasicmethodsusedinorganizationalbuying.8.Understandtheimportantnewt

3、erms.1.Whatdoesconsumerbehaviorstudy?Theaimofmarketing?Typesofconsumers(markets):consumermarkets(individuals);organizationmarkets(business;governments;nonprofits/socialgroups).Consumerbehaviorstudieshowindividuals,groupsandorganizationsselect,buy,useanddispose

4、ofgoods,services,ideas,orexperiencestosatisfytheirneedsanddesires.Providingcluesformarketing-mix.7OsOccupantsObjectsObjectivesOrganizationsOperationsOccasionsOutlets-Who-What-Why-Who-How-When-Where2.Individualconsumermarket2assumptionsEconomicbuyers:peoplewhok

5、nowallthefactsandlogicallycomparechoicesintermsofcostandqualityreceivedtogetthegreatestsatisfactionfromspendingtheirtimeandmoney.Economicneeds:needsconcernedwithmakingthebestuseofaconsumer’stimeandmoney,astheconsumerjudgesit.Economicbuyersdonotdefineormeasure“

6、quality”,“cost”or“satisfaction”inthesameway.2.1AModelofBuyerBehaviourPurchaseReasonTimeSurroundingsPurchaseSituationMotivationPerceptionLearningAttitudePersonality/LifestylePsychologicalVariablesFamilySocialClassReferenceGroupsCultureSocialInfluenceProblem-Sol

7、vingProcessPersonDoesorDoesNotPurchase(Response)MarketingMixesAllOtherStimuliPersonMakingDecisionStimulus-responsemodelWhathappensinthebuyer’sconsciousness?2.2PsychologicalinfluencesPsychologicalvariablesmotivationperceptionlearningattitudeandbeliefspersonalit

8、y2.2.1MotivationtheoryNeeds:thebasicforcesthatmotivateapersontodosomething.Wants:needsthatarelearnedduringaperson’slife.Drive:astrongstimulusthatencouragesactiontoreduceaneed.Consu