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1、Chapter1Introduction:TheImpactoftheDigitalRevolutiononConsumerBehaviorConsumerBehavior,EighthEditionSCHIFFMAN&KANUKOpeningVignetteObjectivesofOne-to-OneMarketingToattaincustomersSellthemmoreproductsMakeaprofitDigitalRevolutionintheMarketplaceAllowscustomizationofproducts,services,andpromotionalme
2、ssageslikeneverbeforeEnhancesrelationshipswithcustomersmoreeffectivelyandefficientlyChangesintheBusinessEnvironmentIncreasedconsumerpowerAccesstoinformationMoreproductsandservicesInteractiveandinstantexchangesAccesstocustomerpatternsandpreferencesEvolutiontoother-WebconnectionPDAsHDTVMobilephonesTh
3、ebehaviorthatconsumersdisplayinsearchingfor,purchasing,using,evaluating,anddisposingofproductsandservicesthattheyexpectwillsatisfytheirneeds.ConsumerBehaviorPersonalConsumerTheindividualwhobuysgoodsandservicesforhisorherownuse,forhouseholduse,fortheuseofafamilymember,orforafriend.OrganizationalCons
4、umerAbusiness,governmentagency,orotherinstitution(profitornonprofit)thatbuysthegoods,services,and/orequipmentnecessaryfortheorganizationtofunction.DevelopmentoftheMarketingConceptProductionConceptSellingConceptProductConceptMarketingConceptTheProductionConceptAssumesthatconsumersareinterestedprimar
5、ilyinproductavailabilityatlowpricesMarketingobjectives:Cheap,efficientproductionIntensivedistributionMarketexpansionTheProductConceptAssumesthatconsumerswillbuytheproductthatoffersthemthehighestquality,thebestperformance,andthemostfeaturesMarketingobjectives:QualityimprovementAdditionoffeaturesTend
6、encytowardMarketingMyopiaTheSellingConceptAssumesthatconsumersareunlikelytobuyaproductunlesstheyareaggressivelypersuadedtodosoMarketingobjectives:Sell,sell,sellLackofconcernforcustomerneedsandsatisfactionTheMarketingConceptAssumesthattobesuccessful,acompanymustdeterminetheneedsandwantsofspecifictar
7、getmarketsanddeliverthedesiredsatisfactionsbetterthanthecompetitionMarketingobjectives:ProfitsthroughcustomersatisfactionBusinessLeadersWhoUnderstoodConsumerBehaviorAlfredSloan,GeneralMotorsColonelSanders,K