消费心理学材料.ppt

课程成绩构成因素 考勤：20% 缺席1/3课程，自动取消获得成绩资格； 方式：随机。 课堂作业：30% 5人至10人小组集体完成6-8次课堂或课外调研作业；注意：每位同学都要参加； 或者个人单独完成课堂和课外调研作业。 期末：50% 根据课外调研情况完成设计草图/方案/视频/策划等；小组成员每人至少一副草图/方案/策划； 或者个人独立完成期末大作业。 教 材 消费过程各阶段的一些问题 消费者行为涉及许多参与者 Consumer消费者: A person who identifies a need or desire, makes a purchase, and then disposes of the product产生需要或欲望、实施购买并处置产品的人 Many people may be involved Purchaser购买者/User使用者/Influencer影响者 Consumers may take the form of organizations or groups.消费者可以是组织或者团体 Consumers’ Impact on Marketing Strategy消费者对营销策略的影响 Market Segmentation市场细分: Identifies groups of consumers who are similar to one another in one or more ways and then devises marketing strategies that appeal to one or more groups确定在一个或几个方面相似的消费者群体，并设针对一个或多个消费者群体的市场策略 Demographics人口统计特征: 如:Age年龄, Gender性别, Family Structure家庭结构, Social Class and Income社会阶层与收入, Race and Ethnicity民族和种族, Lifestyle生活方式, Geography地理位置等 案例A Lesson Learned Nike was forced to pull this advertisement for a running shoe after disabilities rights groups claimed the ads were offensive.被迫停播 How could Nike have done a better job of getting its message across without offending a powerful demographic? 市场细分 Finely-tuned marketing segmentation strategies allow marketers to reach only those consumers likely to be interested in buying their products. 较好的市场细分策略帮助营销人员找到可能会购买他们产品的消费者。 营销对消费者的影响 Marketing and Culture营销与文化: Popular Culture大众文化: Music, movies, sports, books, celebrities, and other forms of entertainment consumed by the mass market.包括音乐、电影、运动、图书、名人和其他大众市场消费的娱乐形式 Marketers play a significant role in our view of the world and how we live in it.营销者对我们如何看待世界和在其中如何生活发挥着重要作用。 Wedding Crushers 手机 The Meaning of Consumption消费的意义 The Meaning of Consumption: People often buy products not for what they do, but for what they mean.购买商品并非因为它们能做什么，而是因为它们意味着什么 Types of relationships a person may have with a product个人与产品存在的一些关系类型: Self-concept attachment自我概念依附——产品有助于确立使用者的身份； Nostalgic attachment怀旧依附——产品成为与过去自我的一种联结； Interdependence互相依附——产品成为使用