商英阅读最完整课件Consumer Behavior.ppt

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1、ConsumerBehaviorUnit3Lead-in:BrainstormanyconsumerbehavioractivityThinkingaboutproductsViewingadsSeeingdisplaysObservingothersw/productsDiscussionsaboutproductsw/othersTalkingw/salespeopleLookingatcatalogsSurfingthewebWindowshoppingImpulsebuyingVisitingstoresComparingalternativesUsingproductsCom

2、plainingStoringproductsThrowingproductspackagesawaySellingouroldproductsLead-in:Recallyourexperienceofbuyingamobilephone.DescribeyourBuyingDecisionProcess.TheBuyerDecisionProcess.Recognitionofaneed-tocommunicatewithfriends,asafashionitem.Informationsearch:catalog,internet,window-shoppingIdentifi

3、cationofalternatives.Whichcompaniesareofferingthemostsuitablepackages?ABCinc.orXYZinc.?Makedecision.GowithserviceXYZinc.Action-Buyphonefromstore.Post-purchasebehaviouri.e.Diditwork?Whatwasthetelephonebill?Didyoufriendslikeit?AmodeldescribingabuyerdecisionprocessConsumerBehavior:AdefinitionThosea

4、ctsof"individuals"directlyinvolvedinobtainingandusinggoodsandservices,includingthedecisionprocessesthatprecedeandfollowthoseacts.CultbrandsWhatareCultBrands?WhyCultbrandingworks?CultBrandsaren'tjustcompanieswithproductsorservicestosell.Tomanyoftheirfollowers,theyarealiving,breathingsurrogatefami

5、lyfilledwithlike-mindedindividuals.Theyareasupportgroupthatjusthappenstosellproductsandservices.Beforereadingthetext,canyoupleasequicklyscanthesubtitlesofthistext?Canyoupredictwhateachsectionwillbeaboutbasedonthesubtitles?Talktoyourpartner.Detailedunderstandingofthetext:CultbrandsPara1-6:Theintr

6、oductionofthetopic:cultbranding.Para1:AprotestmadebyaloyalcustomeronAppleComputerInc.-Paraphrasethefirstsentence:NeistatisanApplefan.HeisloyaltoAppleproducts,howeverheisalsoincontrolofhisenthusiasm.-WhydidtheNeistatbrotherslaunchaprotestwebsiteagainstAppleComputerInc.?-WhyNeistatinsiststhatthepr

7、otestwasanactoflove?AsanApplejunkie,hewantedsomuchthecompanytoimproveitsproducts’quality.Thereforeheinsiststhattheprotestwasanactoflove.Para2:Whatmayhavecausedthechangeoftherelationshipbetweenbrandsandtheircustomers.Consumer