市场管理原版教材4.pptx

Chapter 4;Part 1; 1. Consumer Research Question;2.Simple Response Model;3.Model of Buying Behavior;Part 2: Influences on Consumer Behavior;;;Nationality Religious group Racial group Geographical group;Social class are relatively homogeneous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests, and behavior.;2. Social Factors;Reference groups consist of all the groups that have a direct or indirect influence on the person’s attitudes or behavior.;(2) Family;(3) Roles Statuses;3. Personal Influences;Family life cycle psychological life-cycle stages;Consumption pattern spendable income savings assets debts borrowing power attitude toward spending versus saving;A person’s lifestyle is the pattern of living in the world as expressed in the person’s activities, interests, and opinions.;Personality means a person’s distinguishing psychological characteristics that lead to relatively consistent and enduring responses to his or her environment.;4. Psychological Factors;(1) Motivation; Maslow’s Hierarchyof Needs;Selective attention selective distortion selective retention;Learning involves changes in an individual’s behavior arising from experience;Belief is a descriptive thought that a person holds about something;Part 3;1. Consumer Buying Roles;2. Four Types of Buying Behavior;3. Consumer Buying Process;; 4. Steps Between Evaluation of Alternatives and a Purchase Decision;5. How Customers Use orDispose of Products;16. Adoption of Innovations;17. Influences on Rate of Adoption;Chapter 5;Part 1;1.What is Organizational Buying?;2. Business vs. Consumer Markets;;4. Participants in the Business Buying Process;5. Major Influences on Industrial Buying Behavior;6. Organizational Factors;Problem Recognition;Part 2;1. Institutional Markets;2. Government Markets;Review