Chapter Two(part II) new.docVIP

Chapter Two Marketing Analysis part II III. Buyer Behavior Cultural Factors Culture Culture is the most fundamental determinant of a person’s wants and behavior. We acquire values, perceptions, preference and behaviors through our families and other institutions. 文化是一个人的需求和行为方式的最基本决定因素。我们的价值观、认知、喜好和行为方式受到我们的家庭和其它团体的影响。 Subculture Subcultures include nationalities, religions, racial groups, and geographic regions. Social class Social classes do not reflect income alone, but also other indicators such as occupation, education, and area of residence. Members in the same class share similar values, interests, and behavior. Social factors Reference Groups 参照群体 family, friends, neighbors, co-workers religious, professional, and trade union groups，opinion leaders(口碑影响或蜂鸣营销 buzz marketing，celebrities as brand ambassadors)， online social networks(MyS, YouTube, Facebook…) Family Marketers are interested in the roles and influence of the husband, wife and children on the purchase of different products and services. Who are initiator and actor ? Roles and Statuses A person’s position in each group can be defined in terms of role and status. A role consists of the activities that a person is expected to perform. Each role carries a status. 每个人在群体中的位置由其社会角色和地位所决定。角色是在群体中人民被期望进行的内容。每个角色代表一定社会地位。 Role - what others expect of us Status - how others value that role Personal Factors Age and Stage in the Life cycle ? Economic Situation How much have you got to spend? ? Personality Self Concept Who are you what do your purchases say about you? Lifestyle What are your:?Activities? Interests? Opinions? How do they affect what you buy? ? Psychological Factors Motivation A person has both biogenic(生理）needs and psychogenic（心理）needs. A need becomes a motive and drives the person to act. Three famous theories on human motivation: Freud’s Theory