市场营销学第五章概要1.pptVIP

The buying process starts long before the actual purchase and continues long after. In fact, it might result in a decision not to buy. Therefore, marketers must focus on the entire buying process, not just the purchase decision. Internal stimuli when one of the person’s normal needs—for example, hunger or thirst—rises to a level high enough to become a drive External stimuli. For example, an advertisement or a discussion with a friend might get you thinking about buying a new car. * * Note to Instructor This Web link brings you to PriceGrabber—an online comparison shopping site. What is interesting on this site is on the left hand side, you can search by features. These features help a consumer know how to evaluate a product. For instance, this example is laptop computers and one can search by processing speed, processor type, screen size, etc. * * * * * * * * * * * * * * * * * * * * * * * * * * * Form students into groups of three to five. Each group should read the opening vignette to the chapter on Apple. Each group should then answer the following questions and share the answers with the class. (Objective 1)? Which type of computer user are you—PC or Macintosh? If Macintosh, do you own any other Apple products? Which ones? Depending on which group you fall into, describe some of your key personality traits. Do they fit your computer preference? If so, how? Aside from technical features, what are you really purchasing when you buy an Apple product? A PC? Small Group Assignments ?Take a look at the Web sites for Apple (), Dell (), and Hewlett-Packard (). Which types of consumers are each of these companies appealing to through their marketing approaches? Are they targeting personalities, using technical comparisons, or something else? Based on what you have read in this chapter, why do you believe each company chose this marketing approach? (Objective 2) Individual Assignments Consider the following questions, formulate and answer, pair with the student on y