市场营销英语topic 的2.ppt

Chapter 2 ;Learning Goals;case;;;2.1 The Buyer Decision Process;Figure 2.1 Purchase Decision Process;Need Recognition;;Evaluation of Alternatives ;;Purchase Decision ;Postpurchase Behavior ; 2.1.2 Types of consumer buying decisions and consumer involvement;Table 2.1 Types of Consumer Buying Decision;routine response behavior;;limited decision making;extensive decision making ;;2.1.3 Factors Determining the Level of Consumer Involvement;2.2 Factors Influencing Consumer Behavior;2.2 Factors Influencing Consumer Behavior;2.2 Factors Influencing Consumer Behavior;2.2.1 Cultural Factors;;;Table2.2 the Continuing Significance of Social Class in Canada and United States;;;;;2.2.2 Social Factors;Reference Groups;REFERENCE GROUPS ;Opinion Leaders;Opinion Leaders;;Family influences;Family Life Cycle;Family decision making;2.2.3 Personal Factors;AGE AND STAGE IN THE LIFE CYCLE;nontraditional stages;Personality;;;Montero sport;Lifestyle;;;2.2.4 Psychological Factors;2.2.4 Psychological Factors;Hierarchy of Needs Theory;Figure 2.2 Hierarchies of Needs;Perception is the process by which people select, organize, and interpret information. Perception Includes: Selective exposure：选择性接触，受众对媒介的接触具有很强的选择性，他们往往从自己原有的意见、观点和兴趣出发，将自己“暴露”在经过选择的传媒及其内容的面前。 ;Selective attention;Selective comprehension;Selective retention;Learning describes changes in an individual’s behavior arising from experience. Behavioral Learning Behavioral Theories Based on observable behaviors (responses) that occur as the result of exposure to stimuli Focus on “change in behavior” Learning occurs through the interplay of drives, stimuli, cues, responses, and reinforcement. ;Cognitive learning ;Brand loyalty;Attitude：是消费者对某一产品/服务所持有的一种比较稳定的赞同或不赞同的内在心理状态。 describes a person’s evaluations, feelings and tendencies toward an object or idea They are difficult to change. Marketers use three approaches to try to change consumer attitudes ;Belief;2.3 Models of Consumer Behavior;2.3.2 The Buyer Decision Process