迈克尔R所罗门《消费者行为学》授课讲义

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1、【原汁原味】美国MBA导师迈克尔·R·所罗门授课讲义《消费者行为学》英文（珍贵）1CHAPTERChapter1:ConsumersRule1CONSUMERSRULECHAPTERSUMMARYAsstudentswillsoonsee,thefieldofconsumerbehaviorcoversalotofground.WhethertheconsumerisonashoppingtriptothemallorsurfingontheInternet,generalprinciplesandtheoriesofconsumerbehaviorapply.Thefo

2、rmaldefinitionofconsumerbehaviorusedinthetextis“thestudyoftheprocessesinvolvedwhenindividualsorgroupsselect,purchase,use,ordisposeofproducts,services,ideas,orexperiencestosatisfyneedsanddesires.”Consumerscanbeseenasactorsonthemarketplacestage.Asinaplay,eachconsumerhaslines,props,andcostum

3、esthatarenecessarytoputonagoodperformance.Therolesthatconsumersperformareamongthemostimportantelementstobestudiedinconsumerbehavior.Consumerbehaviorisalsoaneconomicprocesswhereexchangestakeplace.Theseexchangesofteninvolvemanyplayers.Infact,consumersmayeventaketheformoforganizationsorgroup

4、s.Whateverthecomposition,thedecisionsmadebytheconsumerandtheseotherplayersarecriticaltoanexchangebeingcarriedoutsuccessfullytothebenefitofallconcernedparties.Marketsegmentationisanimportantaspectofconsumerbehavior.Consumerscanbesegmentedalongmanydimensions.Onesuchdimensionisdemographics(t

5、hestatisticsthatmeasuretheobservableaspectsofapopulation,suchasageorbirthrate).Oneoftheimportantreasonsforsegmentingmarketsistobeabletobuildlastingrelationships(relationshipmarketing)withthecustomers.Marketersarecurrentlyimplementingmanypracticesthatseektoaidinformingalastingbondwiththeof

6、tenfickleconsumer.Oneofthemostpromisingofthesepracticesisdatabasemarketingwhereinconsumers’buyinghabitsaretrackedveryclosely.Theresultofthispracticeisthatproductsandmessagescanbetailoredtopeople’swantsandneeds.Forbetterorforworse,weallliveinaworldthatissignificantlyinfluencedbytheactionso

7、fmarketers.Marketersfiltermuchofwhatwelearn.Therefore,consumerbehaviorisaffectedbytheactionsofmarketers.Domesticandglobalconsumptionpracticesareexaminedinthischapterwithaneyetowardtheroleofthemarketerandtheinfluenceofsuchsocialvariablesasculture.Thefieldofconsumerbe