消费者市场与消费者购买行为（中英双文PPT）.pptVIP

Consumer Markets and Consumer Buyer Behavior 消费者市场与消费者购买行为 Objectives 目标 Be able to define the consumer market and construct a simple model of consumer buyer behavior. Know the four major factors that influence consumer buyer behavior. 定义消费者市场并建立消费者购买行为的简单模式 指出影响消费者行为的四个主要因素 Objectives 目标 Understand the major types of buying decision behavior and the stages in the buyer decision process. Be able to describe the adoption and diffusion process for new products. 列举并理解购买决策的四个阶段 描述新产品被采用和推广的过程 Case Study 案例研究 Harley “Hogs” account for 1/5 of U.S. cycle sales Sales have exceeded supply for years 19