市场营销管理ppt课件

1、Consumer Markets and Consumer Buyer Behaviour主讲人：免费免费EmailEmail的作用的作用门户网站的功臣门户网站的功臣万宝路的牛仔笼统美国牛仔笼统美国牛仔笼统粗犷男子汉气概粗犷男子汉气概香 港牛仔劳工崇敬：企业家商业气氛浓重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，日本消费者注重产品包装 Subculture例如，热衷于角色扮演的日本人 ，对商业有敏感触觉的温州人 Social Class例如，中上阶层的人喜欢红酒和光临西餐厅，爱.彼的独家消费的奢侈手表6.2.2 social factors Groups崇敬性群体，网络互动 Family妻子孩子丈夫) Roles arid Status(金领效仿者效仿者跟随者跟随者约约2.52.5消费领袖消费领袖6.2.3 Personal Factors Age and Life-Cycle Stage(RBC皇家银行 Occupation不同职业的服饰选择 Economic Cir

5、cumstances劳力士手表与泰梅克斯手表 Lifestyle Personality and Self-Concept品牌个性Age and Life-Cycle Stage 糖果 冷饮 玩具 文体用品 时装 家庭用品 保健品 穿戴 文娱 家具 电器 旅游 婴儿食品 玩具 自行车 文教用品消费兴趣 消费兴趣年 龄家庭规模儿童儿童青少年青少年成年成年老年老年二人家庭二人家庭独身青年独身青年幼儿夫妇幼儿夫妇入学夫妇入学夫妇6.2.4 Psychological Factors Motivation(马斯诺需求实际 Perception Learning尼康数码相机 Beliefs and At

6、titudes草根式的牛奶消费市场的建立Maslows hierarchy of needs马斯诺需求实际消费心思消费心思外型、外型、颜色、颜色、美感美感求新求异的愿望求新求异的愿望从众从众求名求名猎奇猎奇求美求美求新求新偏好偏好预期预期务虚务虚选价选价心思心思实践成效实践成效方便耐久方便耐久商标、商标、牌号牌号新颖、新颖、独特独特偏爱古典、现偏爱古典、现代、高贵等代、高贵等迎迎合合价价钱钱未来未来价值价值 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