市場營銷管理ppt課件

1、Consumer Markets and Consumer Buyer Behaviour主講人：免費(fèi)免費(fèi)EmailEmail的作用的作用門戶網(wǎng)站的功臣門戶網(wǎng)站的功臣萬寶路的牛仔籠統(tǒng)美國牛仔籠統(tǒng)美國牛仔籠統(tǒng)粗獷男子漢氣概粗獷男子漢氣概香 港牛仔勞工崇敬：企業(yè)家商業(yè)氣氛濃重CHAPTER OBJECTIVES Define the consumer market and construct a simple model of consumer buying behaviour. Tell how culture, subculture and social classinfluence cons

2、umer buying behaviour. Describe how consumers personal characteristics and primary psychological factors affect their buying decisions. Discuss how consumer decision making varies with the type of buying decision.Models of Consumer Behaviour consumer buying behaviour The buying behaviour of final co

3、nsumers individuals and households who buy goods and services for personal consumption. consumer market All the individuals and households who buy or acquire goods and services for personal consumption.6.1 Models of Consumer Behaviour 6.2 Characteristics Affecting Consumer Behaviour6.2.1 Cultural Fa

4、ctors Culture例如，日本消費(fèi)者注重產(chǎn)品包裝 Subculture例如，熱衷于角色扮演的日本人 ，對商業(yè)有敏感觸覺的溫州人 Social Class例如，中上階層的人喜歡紅酒和光臨西餐廳，愛.彼的獨(dú)家消費(fèi)的奢侈手表6.2.2 social factors Groups崇敬性群體，網(wǎng)絡(luò)互動 Family妻子孩子丈夫) Roles arid Status(金領(lǐng)效仿者效仿者跟隨者跟隨者約約2.52.5消費(fèi)領(lǐng)袖消費(fèi)領(lǐng)袖6.2.3 Personal Factors Age and Life-Cycle Stage(RBC皇家銀行 Occupation不同職業(yè)的服飾選擇 Economic Cir

5、cumstances勞力士手表與泰梅克斯手表 Lifestyle Personality and Self-Concept品牌個(gè)性Age and Life-Cycle Stage 糖果 冷飲 玩具 文體用品 時(shí)裝 家庭用品 保健品 穿戴 文娛 家具 電器 旅游 嬰兒食品 玩具 自行車 文教用品消費(fèi)興趣 消費(fèi)興趣年 齡家庭規(guī)模兒童兒童青少年青少年成年成年老年老年二人家庭二人家庭獨(dú)身青年獨(dú)身青年幼兒夫婦幼兒夫婦入學(xué)夫婦入學(xué)夫婦6.2.4 Psychological Factors Motivation(馬斯諾需求實(shí)際 Perception Learning尼康數(shù)碼相機(jī) Beliefs and At

6、titudes草根式的牛奶消費(fèi)市場的建立Maslows hierarchy of needs馬斯諾需求實(shí)際消費(fèi)心思消費(fèi)心思外型、外型、顏色、顏色、美感美感求新求異的愿望求新求異的愿望從眾從眾求名求名獵奇獵奇求美求美求新求新偏好偏好預(yù)期預(yù)期務(wù)虛務(wù)虛選價(jià)選價(jià)心思心思實(shí)踐成效實(shí)踐成效方便耐久方便耐久商標(biāo)、商標(biāo)、牌號牌號新穎、新穎、獨(dú)特獨(dú)特偏愛古典、現(xiàn)偏愛古典、現(xiàn)代、高貴等代、高貴等迎迎合合價(jià)價(jià)錢錢未來未來價(jià)值價(jià)值 6.3 Buyer Decision Process for New Productssignificant perceived differences among brands.few

7、perceived differencesamong brands.low involvementhigh involvement6.4 The Buyer Decision ProcessNoImageInformation Search The consumer can obtain information from any of several sources: Personal sources: family, friends, neighbours, acquaintances. Commercial sources: advertising, salespeople, dealers, packaging, displays. Public s