消费者行为学要点整理副本.doc.doc

Chapter 1 Consumer Behavior: Its Origins and Strategic Applications 1.Consumer behavior: The term consumer behavior is defined as the behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. 消费者行为学：消费者在寻求、购买、使用、评价和处理他们期望能够满足其需求的产品和服务过程中所表现出的行为。 2.Consumer decision making: In put, process, out put. 消费者决策及其模型：输入、处理、输出 3.Marketing concept: A consumer-oriented marketing philosophy that focuses on the needs of the buyers and the profits through customer satisfaction. 市场营销观念：关注买方的需求通过顾客满意来创造利润的顾客导向的市场营销哲学。 4.Ethics in Marketing营销道德 Unethical practices occur at every level of the marketing mix: in the design of the products, in packaging, in pricing, in advertising, and in distribution ?不道德的行为发生在营销组合的各个层面： ?在产品的设计，包装，定价，广告，和在分配 There are two different types of theories: teleological theories and deontological theories ?有两种不同类型的理论： ?目的论的理论和道义论的理论 Teleology目的论 An ethical philosophy which considers the moral worth of a behavior as determined by its consequences. 道德哲学，认为一个行为的道德价值作为其后果决定。 Utilitarianism功利主义 A teleological theory summarized best by the idea of “the greatest good for the greatest number.” 目的论的理论由观念所作的最好总结“最大的利好的最大数量。” Deontology道义论 An ethical philosophy that places greater weight on personal and social values than on economic values. 道德哲学地方更大的重量对个人及社会价值高于经济价值。 18、Golden rule黄金规则 Do not do unto others what you would not have others do unto you (or you loved ones). 不要做己所不欲，你不会有什么人对你（或你的亲人）做的。 5.Market targeting is selecting one or more segments identified for the company to pursue. 目标市场：选择一个或多个细分市场作为公司所追求发展的市场 6.Organizational consumer: A business, government agency, or other institution (profit or nonprofit) that buys the goods, services, and/or equipment necessary for the organization to function. 组织消费者：包括盈利和非盈利的商业单位、政府机构和各种组织机构，它们必须购买产品、设备和服务来维持组织的运转。 Personal consumer: The individual who buys goods and services for his or her own use, for hou