销售：管理有利润的客户关系6.pptx

Consumer Markets and Consumer Buyer Behavior;Objectives;Objectives;Harley “Hogs” account for 1/5 of U.S. cycle sales Sales have exceeded supply for years 1986-2000: Four stock splits, increase of 7,100%;Definitions;Stimulus Response Model Marketing and other stimuli enter the buyer’s “black box” and produce certain choice/purchase responses. Marketers must figure out what is inside of the buyer’s “black box” and how stimuli are changed to responses.;Characteristics Affecting Consumer Behavior;Hispanics 35 million consumers purchase $425 billion worth of goods and services. Expected to grow 64% in 20 years. Spanish media makes group easy to reach. Brand loyal group.;African Americans 35 million consumers purchase $527 billion worth of goods and services. Growing more affluent / sophisticated. Price and brand name conscious; quality and selection are important. Certain media target this group.;Asian Americans 10 million consumers purchase $229 billion worth of goods and services. Fastest growing, most affluent subculture. Many nationalities comprise this group. Consumer packaged goods companies now target this group more heavily.;Mature Consumers 75 million consumers aged 50+ will grow to 115 million within 25 years. Mature consumers control 50% of all discretionary income. Attractive market for travel, restaurant, and cosmetics products, among others. ;Characteristics Affecting Consumer Behavior;Characteristics Affecting Consumer Behavior;Brand Personality Dimensions;Characteristics Affecting Consumer Behavior;Maslow’s Hierarchy of Needs;;Five Stages: Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior;The Buyer Decision Process;The Buyer Decision Process;The Buyer Decision Process;The Buyer Decision Process;The Buyer Decision Process;Buyer Decision Process for New Products;Stages in the Adoption Process;Buyer Decision Process for New Products;Adopter Categories;Product Characteristics;Buyer Decision Process for New