高校消费行为学课件（英文版）.docVIP

Chapter 1 Consumer Behavior I asked Juan what were his major economic concerns. He answered very quickly, “food and clothes,” he said. “How about housing?” I asked. “That is never a problem,” he said, “for I can always make a house.” For Juan and the others, a house is not a prestige symbol but simply a place to sleep, a place to keep dry in, a place for family privacy, and a place in which to store things. It is not a place to live, as the word is so meaningfully used in the United States. Our books: Consumer behavior: building marketing strategy. Del J. Hawkins 机械工业出版社 《消费者行为》,迈克尔·所罗门等，张莹等译经济科学出版 Our primary goal of this course is to help everybody here obtain a usable managerial understanding of consumer behavior. The key aspect of this objective is found in the phrase of usable managerial understanding. 1,The key of marketing is the managing of consumer desires. 2,A more effective marketing managing is based on the consumer behavior. Customer Value Customer value is the difference between all the benefits derived from a total product and all costs of acquiring those benefits. For example, owning a car can provide a number of benefits (depending on the person and the type of car), including flexible transportation, image, status, pleasure, comfort, and even companionship. However, securing these benefits requires paying for the car, gasoline, adding to environmental pollution, and dealing with traffic jams and other frustrations. It is the difference between the total benefits and the total costs that constitutes customer value. Marketing strategy is formulated in terms of the marketing mix. That is, it involves determining the product features, price, communications, distribution, and services that will provide customers with superior value. This entire set of characteristics is often referred to as the total product. The total product is presented to the target market, which is consistently engaged in processing information and making decisions designe