消费者行为学讲义国际名师主讲.pptx

CHAPTERONEConsumer Behavior: Meeting Changes and ChallengesLearning ObjectivesTo Understand What Consumer Behavior Is and the Different Types of Consumers.To Understand the Relationship Between Consumer Behavior and the Marketing Concept, the Societal Marketing Concept, as Well as Segmentation, Targeting, and Positioning.To Understand the Relationship Between Consumer Behavior and Customer Value, Satisfaction, Trust, and Retention.To Understand How New Technologies Are Enabling Marketers to Better Satisfy the Needs and Wants of Consumers.Copyright 2010 Pearson Education, Inc. publishing as Prentice HallChapter One SlideLearning Objectives (continued)To Understand How Marketers Are Increasingly Able to Reach Consumers Wherever Consumers Wish to Be Reached.To Understand How the World’s Economic Condition Is Leading to Consumption Instability and Change.To Understand the Makeup and Composition of a Model of Consumer Behavior.To Understand the Structure of This BookCopyright 2010 Pearson Education, Inc. publishing as Prentice HallChapter One SlideTo Which Segment ofConsumers Will This Ad Appeal?Copyright 2010 Pearson Education, Inc. publishing as Prentice HallChapter One Slide 4A Segment of Consumers Who are Environmentally ConcernedCopyright 2010 Pearson Education, Inc. publishing as Prentice HallChapter One Slide 5Consumer BehaviorThe behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs.Copyright 2010 Pearson Education, Inc. publishing as Prentice HallChapter One SlideTwo Consumer EntitiesCopyright 2010 Pearson Education, Inc. publishing as Prentice HallChapter One SlideDevelopment of the Marketing ConceptCopyright 2010 Pearson Education, Inc. publishing as Prentice HallChapter One SlideProduction OrientationFrom the 1850s to the late 1920sCompanies focus on production capabilitiesConsumer demand exceeded supplyCopyright 2010 Pearson Education, In