消费者需求研究探究.doc

第三章 消费者需求研究 教学目的：通过对消费者市场和购买行为的相关知识的讲授，使学生掌握关于“研究消费者市场和购买行为”对营销决策的重要性。 教学重点：消费者行为；影响消费者行为的内在因素；影响消费者行为的外在因素；消费者购买行为的主要类型；消费者购买决策过程的主要步骤。 教学难点：分析消费者购买行为。 教学时数：6（讲授、实践、讨论） 教学内容与步骤： 消费者创造了人类的财富 科特勒论营销：最重要的事情是预测顾客的行踪，并且能走在他们的前面。 杨洪涛论营销：消费者购买的是需求，而非产品。 本章主要内容 ?? 购买者需求的特性以及怎样影响购买行为？ ?? 购买者是怎样做出购买决策的？ Chapter3 Analyzing Consumer Markets and Buyer Behavior Kotler on Marketing The most important thing is to forecast where customers are moving, and be in front of them. Chapter Objectives In this chapter, we focus on two questions: 1. How do the buyers’ characteristics – cultural, social, personal, and psychological – influence buying behavior? 2. How does the buyer make purchasing decisions? Influencing buyer behavior The starting point for understanding buyer behavior is the stimulus-response model shown in Figure 7.1. Marketing and environmental stimuli enter the buyers consciousness. The buyers characteristics and decision processes lead to certain purchase decisions. The marketers task is to understand what happens in the buyers consciousness between the arrival of outside stimuli and the purchase decisions. A consumers buying behavior is influenced by cultural, social, personal, and psychological factors. Cultural factors exert the broadest and deepest influence. Cultural factors Culture, subculture, and social class are particularly important in buying behavior. Culture is the fundamental determinant of a persons wants and behavior. The growing child acquires a set of values, perceptions, preferences, and behaviors through his or her family and other key institutions. A child growing up in the United States is exposed to the following values: achievement and success, activity, efficiency and practicality, progress, material comfort, individualism, freedom, external comfort, humanitarianism, and youthfulness. Each culture consists of smaller subcultures that provide more specific identification and socialization for their members. Subcultures include national