营销培训-的-Pilip Kotler营销权威教程(英文)1.pptVIP

Lecture Five Consumer/buyer Behavior A model of buyer Influences on consumer buying behavior Stages of the buyer decision process Business buyer decision process Psychological factors 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 SRI International Values and Lifestyles (VALS) typology 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 Learning * * At a glance Marketing stimuli Other stimuli Product Price Place Promotion Economic technological Political Cultural Buyer’s black box Buyer characteristics Buyer decision process Buyer’s responses Product and service selection Brand selection Dealer choice Reseller selection Repurchase intervals Purchase amount A model of buyer behavior Buyer’s behaviors Who Where When What How Buyer’s behaviors Cultural Culture Subculture Social class Social Household type Reference groups Roles and status personal age and life-cycle stage Occupation Education Economic situation Psychological Motivation Perception Learning Beliefs and attitudes Personality and self-concept Factors influencing consumer behavior Reference groups Membership groups Indirect groups Primary groups Secondary groups aspirational groups Reluctant groups Reference groups Opinion leaders Buying decision Decider Buyer Influencer Initiator User Consumer buying roles Status oriented Believers Fulfilleds Principle oriented Actualizers Achievers Strivers Strugglers Makers Experie