消费者行为学教学资料 chapter01-2018教学材料.pptVIP

Chapter 1;LEARNING OBJECTIVES;Consumer Research;Market Segmentation;Personal Consumer;Organizational Consumer;Consumer Behavior as an Academic Discipline and an Applied Science;Consumer Behavior;The Marketing Concept;Marketing Concept;The Scope of Consumer Behavior;Consumer Behavior’sInterdisciplinary Roots跨学科理论基础;A Simplified Model of Consumer Decision Making;;Ethics in Marketing;TYPES OF UNETHICAL MARKETING BEHAVIOR EXAMPLES;PROMOTION Exaggerated claims Razor blade manufacture advertises that its razors offered “the closest shave known to man” Tasteless advertising Sexual innuendoes and g