Lect2_presentation（22页）.pptVIP

Lecture 2: Buyer Behaviour in Consumer and Organisational MarketsLecture Objectives Buyer Behaviour Consumer Decision Making Process Characteristics of Organisational Buying Understanding customers The Consumer Decision-Making Process Choice Criteria Used When Evaluating Alternatives Determinants of the extent of problem solving The consumer decision-making process and level of purchase involvement Sony The importance of emotion and the relationship between feelings and rationalisations is highlighted in this Sony ad. Orange Marketers use colour to convey meaning in this advertisement M