2016营销管理英文原版讲义全20讲

1、Principles of MarketingKotler and ArmstrongInsert TextbookCover ImageChapter 5:Consumer Markets and Buyer BehaviorCopyright 2016 Pearson Education, Inc.5-1Consumer Markets and Buyer BehaviorCopyright 2016 Pearson Education, Inc.5-2Consumer Markets and Buyer BehaviorLearning ObjectivesObjective 1: De

2、fine the consumer market and construct a simple model of consumer buyer behavior.Objective 2: Name the four major factors that influence consumer buyer behavior.Copyright 2016 Pearson Education, Inc.5-3Consumer Markets and Buyer BehaviorLearning ObjectivesObjective 3: List and define the major types

3、 of buying decision behavior and the stages in the buyer decision process.Objective 4: Describe the adoption and diffusion process for new products.Copyright 2016 Pearson Education, Inc.5-4Consumer Markets and Buyer BehaviorLearning Objective 1Define the consumer market and construct a simple model

4、of consumer buyer behavior.Model of Consumer BehaviorCopyright 2016 Pearson Education, Inc.5-5Consumer Markets and Buyer BehaviorConsumer buyer behavior is the buying behavior of final consumersindividuals and households that buy goods and services for personal consumption.Consumer markets are made

5、up of all the individuals and households that buy or acquire goods and services for personal consumption.Copyright 2016 Pearson Education, Inc.5-6Model of Consumer BehaviorFigure 5.1 The Model of Buyer Behavior5-7Copyright 2016 Pearson Education, Inc.Consumer Markets and Buyer BehaviorLearning Objec

6、tive 1Define the consumer market and construct a simple model of consumer buyer behavior.Model of Consumer BehaviorCopyright 2016 Pearson Education, Inc.5-8Consumer Markets and Buyer BehaviorLearning Objective 2Name the four major factors that influence consumer buyer behavior.Characteristics Affect

7、ing Consumer BehaviorCopyright 2016 Pearson Education, Inc.5-9Characteristics Affecting Consumer BehaviorCultural FactorsFactors Influencing Consumer BehaviorCopyright 2016 Pearson Education, Inc.5-10Characteristics Affecting Consumer BehaviorCultural FactorsCulture is the set of basic values, perce

8、ptions, wants, and behaviors learned by a member of society from family and other important institutions.5-11Copyright 2016 Pearson Education, Inc.Characteristics Affecting Consumer BehaviorCultural FactorsSubcultures are groups of people within a culture with shared value systems based on common li

9、fe experiences and situations.Copyright 2016 Pearson Education, Inc.5-12Characteristics Affecting Consumer BehaviorCultural FactorsSocial classes are societys relatively permanent and ordered divisions whose members share similar values, interests, and behaviors.Measured as a combination of occupati

10、on, e, education, wealth, and other variablesCopyright 2016 Pearson Education, Inc.5-13Characteristics Affecting Consumer BehaviorCultural FactorsMajor American Social ClassesUpper ClassMiddle ClassWorking ClassLower Class5-14Copyright 2016 Pearson Education, Inc.Characteristics Affecting Consumer B

11、ehaviorSocial FactorsGroups and Social NetworksMembership Groups Groups with direct influence and to which a person belongsAspirational GroupsGroups an individual wishes to belong toReference GroupsGroups that form a comparison or reference in forming attitudes or behaviorCopyright 2016 Pearson Educ

12、ation, Inc.5-15Characteristics Affecting Consumer BehaviorSocial FactorsGroups and Social NetworksOnline social networksBuzz marketingSocial media sitesVirtual worldsWord of mouthOpinion leadersCopyright 2016 Pearson Education, Inc.5-16Characteristics Affecting Consumer BehaviorSocial FactorsFamily

13、is the most important consumer-buying organization in society.Role and status can be defined by a persons position in a group.Copyright 2016 Pearson Education, Inc.5-17Characteristics Affecting Consumer BehaviorPersonal FactorsAge and life-cycle stagePRIZM Lifestage Groups system66 segments11 life-s

14、tage groupsCopyright 2016 Pearson Education, Inc.5-18Characteristics Affecting Consumer BehaviorPersonal FactorsOccupation affects the goods and services bought by consumers.Economic situations include trends in:SpendingPersonal eSavingsInterest ratesCopyright 2016 Pearson Education, Inc.5-19Charact

15、eristics Affecting Consumer BehaviorPersonal FactorsLifestyle is a persons pattern of living as expressed in his or her psychographics.Copyright 2016 Pearson Education, Inc.5-20Characteristics Affecting Consumer BehaviorPersonal FactorsPersonality refers to the unique psychological characteristics t

16、hat distinguish a person or group.Copyright 2016 Pearson Education, Inc.5-21Characteristics Affecting Consumer BehaviorPersonal FactorsBrand Personality TraitsSincerityExcitementCompetenceSophisticationRuggednessCopyright 2016 Pearson Education, Inc.5-22Characteristics Affecting Consumer BehaviorPsy

17、chological FactorsMotivationPerceptionLearningBeliefs and attitudesCopyright 2016 Pearson Education, Inc.5-23Characteristics Affecting Consumer BehaviorPsychological FactorsA motive (or drive) is a need that is sufficiently pressing to direct the person to seek satisfaction of the need.Motivation re

18、search refers to qualitative research designed to probe consumers hidden, subconscious motivations.5-24Copyright 2016 Pearson Education, Inc.Characteristics Affecting Consumer BehaviorPsychological FactorsFigure 5.4 - Maslows Hierarchy of NeedsCopyright 2016 Pearson Education, Inc.5-25Characteristic

19、s Affecting Consumer BehaviorPsychological FactorsPerception is the process by which people select, organize, and interpret information to form a meaningful picture of the world.Perceptual ProcessesSelective attentionSelective distortionSelective retentionCopyright 2016 Pearson Education, Inc.5-26Ch

20、aracteristics Affecting Consumer BehaviorPsychological FactorsSelective attention is the tendency for people to screen out most of the information to which they are exposed.Selective distortion is the tendency for people to interpret information in a way that will support what they already believe.S

21、elective retention is the tendency to remember good points made about a brand they favor and forget good points about competing brands.Copyright 2016 Pearson Education, Inc.5-27Characteristics Affecting Consumer BehaviorPsychological FactorsLearning is the change in an individuals behavior arising f

22、rom experience and occurs through the interplay of:DrivesStimuliCuesResponsesReinforcementCopyright 2016 Pearson Education, Inc.5-28Characteristics Affecting Consumer BehaviorPsychological FactorsA belief is a descriptive thought that a person has about something based on:knowledgeopinionfaithAn att

23、itude describes a persons relatively consistent evaluations, feelings, and tendencies toward an object or idea.Copyright 2016 Pearson Education, Inc.5-29Consumer Markets and Buyer BehaviorLearning Objective 2Name the four major factors that influence consumer buyer behavior.Characteristics Affecting

24、 Consumer BehaviorCopyright 2016 Pearson Education, Inc.5-30Consumer Markets and Buyer BehaviorLearning Objective 3List and define the major types of buying decision behavior and the stages in the buyer decision process.Types of Buying Decision BehaviorThe Buyer Decision ProcessCopyright 2016 Pearso

25、n Education, Inc.5-31Types of Buying Decision BehaviorComplex buying behaviorDissonance-reducing buying behaviorHabitual buying behaviorVariety-seeking buying behaviorCopyright 2016 Pearson Education, Inc.5-32Copyright 2016 Pearson Education, Inc.5-33Types of Buying Decision BehaviorFIGURE | 5.5 Fou

26、r Types of Buying BehaviorThe Buyer Decision ProcessFIGURE | 5.6 Buyer Decision ProcessCopyright 2016 Pearson Education, Inc.5-34The Buyer Decision ProcessNeed RecognitionNeed recognition is the first stage of the buyer decision process, in which the consumer recognizes a problem or need triggered b

27、y:Internal stimuliExternal stimuliCopyright 2016 Pearson Education, Inc.5-35The Buyer Decision ProcessInformation SearchInformation search is the stage of the buyer decision process in which the consumer is motivated to search for more information.Sources of information:Personal sourcesCommercial so

28、urcesPublic sourcesExperiential sourcesCopyright 2016 Pearson Education, Inc.5-36The Buyer Decision ProcessEvaluation of AlternativesAlternative evaluation is the stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set. Copyright 20

29、16 Pearson Education, Inc.5-37The Buyer Decision ProcessPurchase DecisionPurchase decision is the buyers decision about which brand to purchase.The purchase intention may not be the purchase decision due to:Attitudes of othersUnexpected situational factorsCopyright 2016 Pearson Education, Inc.5-38Th

30、e Buyer Decision ProcessPostpurchase BehaviorPostpurchase behavior is the stage of the buyer decision process in which consumers take further action after purchase, based on their satisfaction or dissatisfaction.Copyright 2016 Pearson Education, Inc.5-39The Buyer Decision ProcessPostpurchase Behavio

31、rCognitive dissonance is buyer fort caused by postpurchase conflict.5-40Copyright 2016 Pearson Education, Inc.Consumer Markets and Buyer BehaviorLearning Objective 3List and define the major types of buying decision behavior and the stages in the buyer decision process.Types of Buying Decision Behav

32、iorThe Buyer Decision ProcessCopyright 2016 Pearson Education, Inc.5-41Consumer Markets and Buyer BehaviorLearning Objective 4Describe the adoption and diffusion process for new products.The Buyer Decision Process for New ProductsCopyright 2016 Pearson Education, Inc.5-42The Buyer Decision Process for New ProductsThe adoption process is the mental process an individual goes through from firs