消費(fèi)者行為學(xué)-課件

河南省高等學(xué)校雙語(yǔ)教學(xué)示范課程

《消費(fèi)者行為學(xué)》ConsumerBehavior主講人：郭震河南財(cái)經(jīng)政法大學(xué)ProductKeepItemGetridofItemPermanentlyGetridofItemTemporarilyUseittoServeOriginalpurposeConvertittoserveanewpurposeStoreitRentitLoanitThrowitawayGiveitawayTradeitSellitToberesoldTobeusedDirectlytoconsumerThroughmiddlemanTomiddleman5.WhatisDisposalOptions?Marketingstagyofsolvingthedissatisfactionistorecognizetheconsumers’valueandobservethedissatisfactionandtheircomplaint.6.Whatisdissatisfactionbehavior?

某商場(chǎng)老板一次偶然聽(tīng)到了兩位顧客抱怨衛(wèi)生紙卷太大，感到很奇怪，馬上就去問(wèn)顧客，卷大、量多不好嗎？原來(lái)顧客是一個(gè)低檔賓館的采購(gòu)人員，由于賓館投宿客人素質(zhì)較低，每天放到衛(wèi)生間里可用幾天的衛(wèi)生紙，往往當(dāng)天就沒(méi)了，這造成了賓館管理成本的上升。這位商場(chǎng)老板了解情況后，立即從造紙廠(chǎng)訂購(gòu)了大量小卷衛(wèi)生紙，并派人到各個(gè)低檔賓館去推銷(xiāo)，結(jié)果受到普遍的歡迎。

案例每組根據(jù)產(chǎn)品先進(jìn)行品牌列舉。每組邀請(qǐng)3位同學(xué)進(jìn)班，進(jìn)行品牌忠誠(chéng)度的測(cè)定（1）手機(jī)（2）洗發(fā)水（3）牙膏（4）鞋（5）飲料（6)面霜課堂討論（brandloyalty)Whyistheconsumerspurchaseimportant？信息(information)TitleinhereMarketingfield商品（goods）服務(wù)（service）事件（events）體驗(yàn)（experiences）人物（persons）體驗(yàn)（experiences）觀(guān)念（ideas）Marketingpeopleareinvolvedinmarketing8typesofentities:productandconsumersbehavior

ProductformVisionandfeelingtouchProductdesignProductpackageColour,Size,image企業(yè)消費(fèi)者企業(yè)消費(fèi)者

BrandValueUtilityCultureofenterprisesbrandandconsumersbehavior

Abrandisname,term,sign,symbol,design,oracombinationofthese,intendedtoidentifythegoodsorservicesofacompanyoragroupofcompanies.企業(yè)消費(fèi)者

PriceSensibilityPricingStrategybrandandconsumersbehaviorPricingstrategy

Pricingontime

Pricingonstyle

Pricingonconsumer

Pricingonplace企業(yè)消費(fèi)者

ConsumerpsychologyADThemeandoriginalityADpresentationpromotionandconsumersbehavior57%DescriptionofthecontentsIntegratedMarketingCommunicationcharaters

Influencetheactions

FromthepotentialConsumers

Useallthemethods

GettheSynergy

SetuprelationshipPleasediscussthefollowingadvertisments,andanswerwhytheadvertisementscan’tbeacceptedbytheconsumers?小組討論第一組同學(xué)第二組同學(xué)第三組同學(xué)第四組同學(xué)StructureofChapter4社會(huì)因素文化因素心理因素經(jīng)濟(jì)因素生理因素營(yíng)銷(xiāo)要素Consumer’sBehavio