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Consumer Markets and Consumer Buyer Beha

Consumer Markets and Consumer Buyer Beha

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、orNamethefourfactorsthatinfluencebuyerbehaviorListandunderstandthetypesofbuyingdecisionbehaviorandstagesintheprocessDescribetheadoptionanddiffusionprocessfornewproducts3CaseStudy HarleyDavidsonBuildingSuccessUnderstandingthecustomers’emotionsandmotivationDeterminingthefactorsofloyaltyTranslating

3、thisinformationtoeffectiveadvertisingMeasuringSuccessCurrently22%ofallU.S.bikesalesDemandabovesupplySalesdoubledinthepast5yearswithearningstripled5-44LearningGoalsDefinetheconsumermarketandconstructamodelofconsumerbuyerbehaviorNamethefourfactorsthatinfluencebuyerbehaviorListandunderstandthetypes

4、ofbuyingdecisionbehaviorandstagesintheprocessDescribetheadoptionanddiffusionprocessfornewproducts5DefinitionsConsumerbuyerbehaviorreferstothebuyingbehavioroffinalconsumers–individualsandhouseholdswhobuygoodsandservicesforpersonalconsumptionAllofthesefinalconsumerscombinetomakeuptheconsumermarket

5、67LearningGoalsDefinetheconsumermarketandconstructamodelofconsumerbuyerbehaviorNamethefourfactorsthatinfluencebuyerbehaviorListandunderstandthetypesofbuyingdecisionbehaviorandstagesintheprocessDescribetheadoptionanddiffusionprocessfornewproducts8ModelofBuyerBehavior9CharacteristicsAffectingConsu

6、merBehaviorCultureFormsaperson’swantsandbehaviorSubcultureGroupswithsharedvaluesystemsSocialClassSociety’sdivisionswhosharevalues,interestsandbehaviorsCulturalSocialPersonalPsychologicalKeyFactors10CharacteristicsAffectingConsumerBehaviorGroupsMembershipReferenceAspirationalOpinionleadersBuzzmar

7、ketingFamilyManyinfluencersRolesandstatusCulturalSocialPersonalPsychologicalKeyFactors11Thisadvertiserknowsteensarestronglyinfluencedbygroupswhenpurchasingfashionitems12CharacteristicsAffectingConsumerBehaviorAgeandlifecycle

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