《營(yíng)銷管理》(第14版)中文版06分析消費(fèi)者市場(chǎng).

1、營(yíng)銷管理(第14版)中文版06分析消費(fèi)者市場(chǎng).營(yíng)銷管理(第14版)中文版PPT-06-分析消費(fèi)者市場(chǎng).Copyright 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-1本章提問本章提問購(gòu)買者的特征是怎樣影響購(gòu)買行為的？哪些主要的心理過程在影響消費(fèi)者對(duì)營(yíng)銷方案的響應(yīng)？消費(fèi)者是怎樣作出購(gòu)買決策的？顧客會(huì)怎樣偏離理性審慎的決策過程？消費(fèi)者行為消費(fèi)者行為Copyright 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-2Copyright 20XX Pear

2、son Education, Inc. Publishing as Prentice Hall 6-3什么影響消費(fèi)者行為？什么影響消費(fèi)者行為？文化因素社會(huì)因素個(gè)人因素Copyright 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-4什么是文化？什么是文化？文化文化是影響人的欲望和行為的最基礎(chǔ)的決定因素，是從社會(huì)成長(zhǎng)中通過接觸家庭或其他關(guān)鍵機(jī)構(gòu)獲得的。Copyright 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-5亞文化亞文化國(guó)籍信仰種族地理區(qū)域C

3、opyright 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-6美國(guó)文化速遞美國(guó)文化速遞美國(guó)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 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-7社會(huì)階層社會(huì)階層上上層上下層中上層中間層勞動(dòng)階層下上層下下層Copyright 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-8社會(huì)因素社會(huì)因素參

4、考群體家庭社會(huì)角色地位Copyright 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-9參考群體參考群體成員群體重要群體次要群體渴望群體疏離群體Copyright 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-10家庭區(qū)別影響購(gòu)買決策家庭區(qū)別影響購(gòu)買決策Copyright 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-11個(gè)人因素個(gè)人因素年齡生命周期階段職業(yè)經(jīng)濟(jì)情況個(gè)性價(jià)值觀生活

5、方式自我概念年齡和生命周期階段年齡和生命周期階段Copyright 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-12職業(yè)和經(jīng)濟(jì)情況職業(yè)和經(jīng)濟(jì)情況Copyright 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-13個(gè)性個(gè)性Copyright 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-14Copyright 20XX Pearson Education, Inc. Publis

6、hing as Prentice Hall 6-15品牌個(gè)性品牌個(gè)性真誠(chéng)刺激能力高級(jí)粗獷Copyright 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-16表表 6.2 樂活族的細(xì)分市場(chǎng)樂活族的細(xì)分市場(chǎng)(健康和可持續(xù)的生活形態(tài)健康和可持續(xù)的生活形態(tài))可持續(xù)的經(jīng)濟(jì)健康生活形態(tài)生態(tài)生活心態(tài)非西醫(yī)的保健個(gè)人發(fā)展圖圖 6.1 消費(fèi)者行為模型消費(fèi)者行為模型Copyright 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-17Copyright 20XX Pea

7、rson Education, Inc. Publishing as Prentice Hall 6-18行為動(dòng)機(jī)行為動(dòng)機(jī)弗洛伊德弗洛伊德理論理論形成行為的心理因素大多數(shù)是無意識(shí)的馬斯洛的馬斯洛的需求層次需求層次理論理論行為被最迫切的、未滿足的需求所驅(qū)動(dòng)赫茲伯格的赫茲伯格的雙因素理論雙因素理論行為被激勵(lì)因素和保健因素所驅(qū)動(dòng)馬斯洛的需求層次馬斯洛的需求層次Copyright 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-19Copyright 20XX Pearson Education, Inc. Publishing a

8、s Prentice Hall 6-20認(rèn)知認(rèn)知選擇性注意選擇性扭曲選擇性保留潛意識(shí)認(rèn)知學(xué)習(xí)學(xué)習(xí)Copyright 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-21感情感情Copyright 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-22記憶記憶Copyright 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-23圖圖 6.3 國(guó)家農(nóng)場(chǎng)保險(xiǎn)公司國(guó)家農(nóng)場(chǎng)保險(xiǎn)公司Copyrigh

9、t 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-24Copyright 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-25圖圖 6.4 消費(fèi)者購(gòu)買過程消費(fèi)者購(gòu)買過程問題認(rèn)知信息搜索方案評(píng)估購(gòu)買決策購(gòu)后行為Copyright 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-26信息來源信息來源商業(yè)的個(gè)人的公共的經(jīng)驗(yàn)的圖圖 6.5 消費(fèi)者決策過程中相繼考慮的消費(fèi)者決策過程中相繼考慮的品

10、牌組品牌組Copyright 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-27表表 6.4 某消費(fèi)者筆記本電腦的品牌信某消費(fèi)者筆記本電腦的品牌信念念Copyright 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-28表表 6.6 對(duì)可供選擇方案的評(píng)價(jià)和購(gòu)買對(duì)可供選擇方案的評(píng)價(jià)和購(gòu)買決策之間的步驟決策之間的步驟Copyright 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-29

11、Copyright 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-30選擇的非補(bǔ)償性模型選擇的非補(bǔ)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 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-31感知風(fēng)險(xiǎn)感知風(fēng)險(xiǎn)功能風(fēng)險(xiǎn)身體風(fēng)險(xiǎn)金融風(fēng)險(xiǎn)社會(huì)風(fēng)險(xiǎn)心理風(fēng)險(xiǎn)時(shí)間風(fēng)險(xiǎn)圖圖 6.7 消費(fèi)者是怎樣使用或處置產(chǎn)品消費(fèi)者是怎樣使用或處置產(chǎn)品的的Copyright 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-32低介入度決策制定低介入度決策制定Copyright 20XX Pearson Education, Inc. Publishing as Prentice Hall 6-3