市场营销(英文版).ppt
?2000PrenticeHall?2000PrenticeHallObjectivesInfluencesonBuyingBehaviorBuyerDecisionMakingOrganism02Stimulus01Response03SimpleResponseModelModelofBuyingBehaviorBuyer’sdecisionprocessProblemrecognitionInformationsearchEvaluationDecisionPostpurchasebehaviorOtherstimuliEconomicTechnologicalPoliticalCulturalBuyer’scharacteristicsCulturalSocialPersonalPsychologicalBuyer’sdecisionsProductchoiceBrandchoiceDealerchoicePurchasetimingPurchaseamountMarketingstimuliProductPricePlacePromotionCulturalFactorsBuyerSubcultureCultureSocialClassReferenceGroupsRolesStatusesFamilySocialFactorsInfluencesonConsumerBehaviorPersonalInfluencesAgeandFamilyLifeCycleStageLifestyleOccupationEconomicCircumstancesPersonalitySelf-ConceptPerceptionLearningBeliefsAttitudesMotivation01.02.03.04.PsychologicalFactorsMaslow’sHierarchy
ofNeedsSelf-actualization(self-developmentandrealization)FourTypesofBuyingBehaviorComplexBuyingBehaviorDissonance-ReducingBuyingBehaviorVariety-SeekingBehaviorHabitualBuyingBehaviorSignificantdifferencesbetweenbrandsFewdifferencesbetweenbrandsHighInvolvementLowInvolvementConsumerBuying
ProcessProblemrecognitionInformationsearchEvaluationofalternativesPurchasedecisionPostpurchasebehaviorDecisionMakingSetsChoiceSetDecisionTotalSet1Aware-nessSet2Consid-erationSet3StepsBetweenEvaluationofAlternativesandaPurchaseDecisionEvaluationofalternativesPurchasedecisionUnanticipatedsituationalfactorsAttitudeofothersPurchaseintentionHowCustomersUseor
DisposeofProductsProductGetridofittemporarilyGetridofitpermanentlyKeepitLoanitRentitStoreitConverttonewpurposeUsefororiginalpurposeGiveitawayTradeitSellitThrowitawayDirecttoconsumerTointermediaryThroughmiddlemanTobeusedTobe(re)sold1InfluencesonBuyingBehavio