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ID:43705505
大小:2.31 MB
页数:30页
时间:2019-10-13
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1、Chapter6FinalConsumersandTheirBuyingBehaviorDescribehoweconomicneedsinfluencethebuyerdecisionprocess.Understandhowpsychologicalvariablesaffectanindividual’sbuyingbehavior.Understandhowsocialinfluencesaffectanindividual’sbuyingbehavior.Explainhowcharacteristi
2、csofthepurchasesituationinfluenceconsumerbehavior.ExplaintheprocessbywhichconsumersmakebuyingdecisionsAttheendofthispresentation,youshouldbeableto:ConsumerBehaviorforMarketingStrategyPlanning(Exhibit6-1)FinalConsumersCH5:DemographicDimensionsofFinalConsumerM
3、arketsConsumerBehaviorandMarketingStrategyPlanning(Exhibit6-1)EconomicneedsPsychologicalvariablesSocialinfluencesPurchaseSituationMarketingmixesAllotherstimuliConsumerdecisionprocessPersonmakingabuyingdecisionPersondoesordoesnotpurchase(response)CH6:BuyingBe
4、haviorofFinalConsumersPersonMakingDecisionEconomicneedsEconomyofpurchaseConvenienceEfficiencyinuseDependabilityPsychologicalvariablesMotivationPerceptionLearningAttitudePersonality/lifestyleSocialinfluenceFamilySocialclassReferencegroupsCulturePurchasesituat
5、ionPurchasereasonTimeSurroundingsMarketingmixesAllotherstimuliConsumerdecisionprocessPersondoesordoesnotpurchase(response)HowWeWillViewConsumerBehavior(Exhibit6-2)EconomicNeedsAffectManyBuyingDecisions—ButThey’reNottheWholeStoryWantsNeedsDrivesConsumersseekb
6、enefitstomatchneedsandwants!PsychologicalInfluenceswithinanIndividualPhysiologicalNeedsSafetyNeedsSocialNeedsPersonalNeedsSeveralNeedsattheSameTime:PSSPHierarchyofNeeds(Exhibit6-4)AdsforHaynesJeep-Chryslerfeaturetheslogan,“CometoHaynes,wherethefunbegins.”Th
7、isisanappealtotheconsumer’s:physiologicalneed.safetyneed.personalneed.socialneed.informationneed.CheckingYourKnowledgeInteractiveExercise:NeedsSelectiveExposureSelectivePerceptionSelectiveRetentionPerceptionDeterminesWhatConsumersSeeandFeelPatpurchasedaFordT
8、aurus,buttradeditforanotherbrandbeforeitwasoutofwarrantybecauseitconstantlyneededrepairs.Now,everytimePatseesanadthatmentionsthequalityofFord’snewvehiclesallshecanthinkaboutistheproblemsshehadwi
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