kotler营销管理（第11版） 课件_4.pptVIP

Chapter 7Analyzing Consumer Markets and Buyer Behaviorby;Kotler on Marketing; In this chapter, we focus on two questions: How do the buyers’ characteristics – cultural, social, personal, and psychological – influence buying behavior? How does the buyer make purchasing decisions?;Consumer Behavior Cultural Factors Culture Subcultures Diversity marketing Social class;Social Factors Reference Groups Reference groups Membership groups Primary groups Secondary groups Aspirational groups Dissociative groups Opinion leader;Table 7.1: Characteristics of Major U.S. Social Classes;Secondary groups Aspirational groups Dissociative groups Opinion leader;Family Family of orientation Family of procreation Roles and Statuses Role Status;With the “graying” of the American populace, marketers have begun to shift images and cultural references in advertising from things that are relevant to the twenty-somethings to images of active seniors, and soundtracks from the sixties and seventies. Can you identify any particular ad campaigns that fit this pattern?;Personal Factors Age and Stage in the Life Cycle Family life cycle Occupation and Economic Circumstances ;In recent years, many organizations have “provided” televisions with limited programming access for use in K-12 classrooms. Do these entities have a moral obligation to avoid overt marketing to their captive audiences, or is this a valid tool for introducing offerings to future consumers? What should the responsibilities of the educators be in these situations? ;Table 7.2: Stages in the Family Life Cycle;Figure 7.2: The VALS segmentation system: An 8-part typology ;SRI Consulting Business Intelligence’s Web site;Personality and Self-Concept Personality Brand personality Sincerity Excitement Competence Sophistication Ruggedness Self-concept Person’s actual self-concept Ideal self-concept Others’ self-concept;Psychological Factors Motivation Motive Freud’s Theory Laddering Projective techniques ;Ernest Dichter’s resea