影響注意的刺激因素.pptVIP

Analyzing Consumer Markets Model of Buyer Behavior Factors Influencing Consumer Behavior Culture Culture is the most basic cause of a persons wants and behavior, and it includes basic values, perceptions, wants, and behaviors. Chinese: 孝順、風水、4 or 10 Taiwan: appreciation of the hair → PANTENE Pro-V Esso in Japan Thailand 中國白象牌(white elephant)電池 → India USA Tokyo Disney vs. Europe Disney 東京迪士尼成功的原因 歐洲迪士尼為文化融合所做的努力 法文及英文為正式語言，但是，荷蘭文、西班牙文、德文及義大利文的多國語言導覽也隨處可見。 依據法國作家Jules Verne科幻小說來興建「發現樂園」。 總裁的老婆是法國人。 歐洲迪士尼的疏忽 Subculture Subculture: Groups of people with shared value systems based on common life experiences. Hispanic market (42 million), e.g. Sears. African-American market (39 million), e.g. Hallmark’s Mahogany. Asian-American market (12.5 million), e.g. Wal-Mart in Seattle, Firstrade. Case: Mattel 1959 – Barbie 1968 – Christie (African-American) 1988 – Theresa (Latin-American) 1990 – Kira (Asian-American) Social Factors Reference Groups Family Roles and Statuses Reference Group A person’s reference groups consist of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior. Reference group Membership group: primary group secondary group Non-membership group: aspirational group dissociative group Opinion leader 1/10 Buzz marketing, e.g. Hebrew National; Hasbro Games; Big Fat Promotions for beer. Balance Theory (Heider, 1958): P-O-X Case: Cadillac V Series Cadillac V系列在推出時與Xbox合作，推出知名電玩PGR3的擴充包，企圖讓Cadillac V系列成為年輕世代的夢幻車款。 玩家只要下載，就可以在原有的遊戲中增加體驗Cadillac V系列車種的奔馳快感。 Cadillac在美國著名的E3電玩展期間，提供10大電玩雜誌編輯每人一輛V系列車款代步，獲得意想不到的報導效應。這些編輯紛紛在雜誌上給予Cadillac V系列好評，而這些雜誌的讀者就是Xbox的玩家。 Xbox同時對超過300萬的玩家發出email，介紹新增遊戲，並且在Xbox相關雜誌及網站介紹。 結果， Cadillac V系列擴充包的下載次數超過16萬，圓滿達成行銷方案的任務。 Family Whereas women make up 40% of drivers, they influence more than 80% of car-buying decisions. In all, women make almost 85% of all purchases, spending 6 trillion each year. Lowe’s Anti-smoking campaign in Thailand Children’s influence Roles and Status A role cons