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ID:7290681
大小:216.78 KB
页数:30页
时间:2018-02-10
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1、PartVIMarketingPolicyandConsumerBehaviorThispageintentionallyleftblank11HowDoesConsumerBehaviorAffectMarketingPolicy?Anumberofmodelsofconsumerbehaviorhavebeenproposedintheeconom-icsandbehavioralliteratures.Sinceconsumerbehaviordrivesthedemandforaproduct,thefirmneedsanin-depthu
2、nderstandingofconsumerbehaviorsothatthefirmcanchooseoptimalmarketingpolicies.Thischapterdiscusseskeyconceptsandtheoriesthatarenecessaryforthemanagertounderstandcon-sumerbehaviorinthemarketplace,bothintheshortrunandinthelongrun.Theinformationcoveredinthischapterwillbeusefulwhen
3、youarefacedwiththefollowingtypesofdecisions:•Whenandhowshouldmyfirmusethestandardmodelofconsumerchoiceformakingmarketingdecisions?•Whenandhowshouldmyfirmusebehavioralextensionsofthestandardmodelofconsumerchoiceformakingmarketingdecisions?•Howcanmyfirmusethesetheoriestochoosethep
4、riceofanewproduct?•Howcanmyfirmusethesetheoriestomaximizeitslong-runperformance?•Howshouldmyfirmreviseitspricesduringeconomicdownturnsandupswings?•Howcanthehumanresourcesmanagerinmyfirmusethesetheoriesofconsumerbehaviortodesignoptimalcompensationplansandprovidetherightincentives
5、toemployees?207208MARKETINGPOLICYANDCONSUMERBEHAVIOR•Howshouldthecustomerrelationshipmanagement(CRM)groupinmyfirmusethesetheoriesofconsumerbehaviortoimproveitsperformance?•Whatdothesetheoriesofconsumerbehaviorimplyaboutthebehaviorofinvestorsinthefinancialmarket?•Whatdothesetheo
6、riesofconsumerbehaviorimplyaboutmyfirm’stargetprofitsanddividendpolicy?•Whattypesofresearchshouldmyfirmconducttousethesemodelsofconsumerbehaviorformarketingdecisionmaking?Thefollowingtermswillbeintroducedinthischapter(seeglossaryfordefinitions):acquisitionutility(AU)discountrater
7、eferencepriceassimilation-contrastdividendsrepeatpurchaseratetheoryexternalreferencepricereservationpricecashrebateincomeshortfallstandardeconomicconsumersurplusincrementallossoftheorycostdynamicsvaluestickershockcoststructureinternalreferencepricestrategicpricingcouponsjustn
8、oticeablethresholdeffectcustomerrelationshipdifferences(JNDs)transacti
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