營銷管理第中文版06分析消費者市場.pptx

1、6分析消費者市場1Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-2本章提問購買者的特征是怎樣影響購買行為的？哪些主要的心理過程在影響消費者對營銷方案的響應？消費者是怎樣作出購買決策的？顧客會怎樣偏離理性審慎的決策過程？消費者行為Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-3Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-4

2、什么影響消費者行為？文化因素社會因素個人因素Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-5什么是文化？文化是影響人的欲望和行為的最基礎的決定因素，是從社會成長中通過接觸家庭或其他關鍵機構獲得的。Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-6亞文化國籍信仰種族地理區(qū)域Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-7美國文

3、化速遞美國人平均:一年嚼300支口香糖一年去9次電影院一年旅行四次一年參加7次體育賽事Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-8社會階層上上層上下層中上層中間層勞動階層下上層下下層Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-9社會因素參考群體家庭社會角色地位Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-10參考群體

4、成員群體重要群體次要群體渴望群體疏離群體Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-11家庭區(qū)別影響購買決策Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-12個人因素年齡生命周期階段職業(yè)經濟情況個性價值觀生活方式自我概念年齡和生命周期階段Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-13職業(yè)和經濟情況Copyright

5、2011 Pearson Education, Inc. Publishing as Prentice Hall 6-14個性Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-15Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-16品牌個性真誠刺激能力高級粗獷Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-17表 6.2 樂活族的

6、細分市場(健康和可持續(xù)的生活形態(tài))可持續(xù)的經濟健康生活形態(tài)生態(tài)生活心態(tài)非西醫(yī)的保健個人發(fā)展圖 6.1 消費者行為模型Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-18Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-19行為動機弗洛伊德理論形成行為的心理因素大多數是無意識的馬斯洛的需求層次理論行為被最迫切的、未滿足的需求所驅動赫茲伯格的雙因素理論行為被激勵因素和保健因素所驅動馬斯洛的需求層次Copyright 201

7、1 Pearson Education, Inc. Publishing as Prentice Hall 6-20Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-21認知選擇性注意選擇性扭曲選擇性保留潛意識認知學習Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-22感情Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-23記憶C

8、opyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-24圖 6.3 國家農場保險公司Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-25Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-26圖 6.4 消費者購買過程問題認知信息搜索方案評估購買決策購后行為Copyright 2011 Pearson Education, Inc. Pu

9、blishing as Prentice Hall 6-27信息來源商業(yè)的個人的公共的經驗的圖 6.5 消費者決策過程中相繼考慮的品牌組Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-28表 6.4 某消費者筆記本電腦的品牌信念Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-29表 6.6 對可供選擇方案的評價和購買決策之間的步驟Copyright 2011 Pearson Education, Inc. Publi

10、shing as Prentice Hall 6-30Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-31選擇的非補償性模型聯(lián)合考慮法則詞典排序法則按屬性排除法則Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-32感知風險功能風險身體風險金融風險社會風險心理風險時間風險圖 6.7 消費者是怎樣使用或處置產品的Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-33低介入度決策制定Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-34決策經驗法則便利法則代表性法則錨定與調整法則Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-35框架效應Copyright 2011 Pearson Educ