市场营销英语topic.pptVIP

Chapter 2 Consumer behavior Learning Goals Know the Stages in the Buyer Decision Process； Know the Types of Consumer Buying Decisions and Consumer Involvement Know the Factor Determining the Level of Consumer Involvement case Why PG simplified solutions to the consumer choice? What had happened in consumer shopping behavior during 1990’s? proliferation [pr?u-,lif?rei??n] n. proliferate的变形.增殖，扩散；分芽繁殖 proliferate [pr?ulif?reit] v. 增殖；增生；大量产生： proliferated ideas层出不穷的想法 扩散；增加；激增： to proliferate nuclear weapons扩散核武器 habitual decision making :决策过程可能因品牌忠誠度或习惯，不重新评估其內容与收集相关资讯，成为习惯性决策。 tinker [ti?k?] n. 补锅匠；修补匠；焊锅；（美）小鲭鱼 vi. 做焊锅匠；焊补；笨手笨脚地做事vt. 修补；粗修 Tinker with拨弄，摆弄；瞎摆弄；笨拙(或胡乱地)修理(或修补等) COO : chief operating officer (企业的)业务经理,业务负责人,首席运营官 2.1 The Buyer Decision Process 2.1.1 Stages in the Buyer Decision Process Behind the visible act of making a purchase lies an important decision process that must be investigated. The stages a buyer passes through in making choices about which products and services to buy are the purchase decision process. This process has the five stages shown in Figure 2.1: (1) problem recognition, (2) information search, (3) alternative evaluation, (4) purchase decision, and (5) post purchase behavior. Figure 2.1 Purchase Decision Process Need Recognition The buying process starts with need recognition—the buyer recognizes a problem or need. The need can be triggered by internal stimuli when one of the person’s normal needs—hunger, thirst—rises to a level high enough to become a drive. A need can also be triggered by external stimuli, e.g., an advertisement or a discussion with a friend. Information Search An interested consumer may or may not search for more information. If so, a consumer will undertake an information search related to the need. Consumers can obtain information from several sources. Personal sources. Commercial sources. Public sources. Experiential sources. The relative influence of these information sources varies with