1.5-1.6发展市场的机会和战略.pptVIP

Part Two Developing marketing opportunities and strategies 发展市场的机会和战略 Chapter Five Consumer markets and consumer buyer Behavior 消费市场和消费者的购买行为 Buyer Decision Making .A model of buyer买方决策。一个买方模型 Influences on consumer buying behavior对消费者购买行为的影响 Stages of the buyer decision process买方阶段决策过程 Simple Response Model简单的响应模型 Model of Buying Behavior Cultural Factors文化因素... Social Factors Personal Factors Influences on Consumer Behavior Age and Family Life Cycle Stage Young Middle-Aged SRI International Values and Lifestyles (VALS) typologySRI国际公司的价值观和生活方式（生活型态）类型学 VALS2 classifies people according to how they spend their time and money. They divides consumers into eight groups based on tow major dimensions: self-orientation and resources. Self-orientation Principle-oriented consumers (buy based upon their views of the world) Status-oriented buyers (on the actions and opinions of others) Action-oriented buyers (driven by their desire for activity, variety, and risk taking) Resource Abundant resources Minimal resources VALS2分类人们根据他们如何度过自己的时间和金钱。他们对丝束主要分为八组的消费者维度：自我定位和资源。自我定位原则导向的消费者（购买依据的世界的看法）地位为主导的买方（在行动和别人的意见）面向行动的买家（其驱动的活动，各种欲望，冒险）资源资源丰富 Psychological Factors Psychological factors心理因素 Motive (Drive) Freud’s theory of motivation Maslow’s hierarchy of needs Perception selective exposure selective distortion selective retention Learning Belief and attitude Personality and self-concept 动机（驱动器）弗洛伊德的动机理论马斯洛的需要层次知觉选择性接触选择性失真选择性保留学习信仰和态度人格与自我概念 Maslow’s Hierarchyof Needs马斯洛的需求层次 Learning Figure5.5 Four Types of Buying BehaviorFigure5.5四种购买行为 Figure5.6 Consumer Buying ProcessFigure5.6消费者购买流程 Decision Making Sets决策集 Steps Between Evaluation of Alternatives and a Purchase Decision三部曲的评价方式的选择与决定购买 How Customers Use orDispose of Products客户如何使用或处置产品 Chapter Six Business markets and business buyer Behavior商业市场和企业购买行为 Business buyer decision process How Business Consumer Markets Differ Organizational Buying Situations Participants in t