市场营销复习文档（Marketing review documentation）.docVIP

市场营销复习文档（Marketing review documentation） Review essentials of marketing Major steps in the consumer purchasing decision process know Need collect information Assessment programme purchase Policy decision After the purchase behavior (I) understanding needs Need to be caused by internal or external stimuli Marketing tasks: understanding the needs of consumers; positioning the product from the point of view of meeting needs; designing incentives; enhancing incentives (two) collecting information; Marketing tasks: understand the sources of information (experience, sources, personal sources, public sources, business sources) of consumers, understand the impact of different information on consumers, and design information dissemination strategies (three) evaluation scheme Consumer evaluations of different brands of similar products are based on two factors: product attributes and brand beliefs Marketing tasks: understand what attributes consumers value; determine attribute weights; understand consumer beliefs about enterprise brands; improve products or guide consumers to adjust attribute weights (four) purchase decision; Factors that influence purchase intention translate into actual purchase: other peoples attitude and unexpected situation Decision content: product category, brand, time, dealer, quantity, payment method, etc. Marketing tasks: flexible use of marketing strategies to facilitate consumer purchases (five) post purchase behavior; 1. post purchase evaluation and action Marketing tasks: product publicity should be realistic; measures to reduce or eliminate consumers post purchase disorder 2., after purchase disposal 3. post purchase behavior Organize the main features of the market: 1. fewer buyers, but larger number of purchases 2., the supply and demand sides are closely related 3. buyers are more concentrated in geographical areas 4. derived demand 5., lack of elasticity of demand 6., demand fluctuates greatly 7. professional purchasing 8., there are more p