复旦大学管理学院：《营销管理》PPT讲义（英文版）_Chaper4 Analyzing Consumer Markets and Buying Behavior

三帖 ction Chaper4 Analyzing Consumer Markets and Buying Behavior <> Side case Locating advantages Questions Readings BACK

Chaper4 Analyzing Consumer Markets and Buying Behavior Locating Advantages Introduc-tion Slides Case Questions Readings BACK

1. Stimulus- Response Model 2. Influences on Buying Behaviors 3. Buyer Decision Making

1. Stimulus – Response Model 2. Influences on Buying Behavior 3. Buyer Decision Making

Strategic Objectives Market opportunity Analysis Environ Consumer Competition Market ment Behavior Analysis Analysis Analysis Analysis Market Segmentation Targeting and Positioning

3 Strategic Objectives Market Opportunity Analysis Environ￾ment Analysis Consumer Behavior Analysis Competition Analysis Market Analysis Market Segmentation Targeting and Positioning

1.A Conceptual Framework for Buyer Behavior External Consumer Consumer Influences Decision characteristics Process Decisions

4 1.A Conceptual Framework for Buyer Behavior External Influences Consumer Characteristics Consumer Decision Process Decisions

Stimulus- Response Model Stimulus Organism Response stimuli Other Marketing Buyers Buyers decisions stimuli characteristics Product choice Product Economic Brand choice Price Technological Buyer's decision Dealer choice Place Political pl rocess Purchase timing Promotion Cultural Purchase amount

5 Stimulus - Response Model Stimulus Marketing stimuli Product Price Place Promotion Other stimuli Economic Technological Political Cultural Organism Response Buyer’s characteristics Buyer’s decision process Buyer’s decisions Product choice Brand choice Dealer choice Purchase timing Purchase amount

2. Buyers characteristics Cultural Factors Social Factors) Personal Factors Psychological Factors

6 2.Buyer’s characteristics Cultural Factors Social Factors Personal Factors Psychological Factors

Cultural Factors Culture Subculture Social Class Buyer

7 Culture Cultural Factors Subculture Social Class Buyer

Social factors Reference Groups Roles Family Statuses

8 Social Factors Reference Groups Roles & Statuses Family

Personal Factors Personal Influences Age and Family Life Lifestyle Cycle Stage Occupation Personality Economic Circumstances Self-Concept

9 Personal Influences Age and Family Life Cycle Stage Lifestyle Occupation & Economic Circumstances Personality & Self-Concept Personal Factors

Psychological Factors Motivation Beliefs Attitudes Perception Learning

10 Psychological Factors Perception Learning Beliefs & Attitudes Motivation