消费者行为学教学资料 chapter012014.pptVIP

?2000 Prentice Hall Chapter 1 Introduction: Diversity in the Marketplace KEY TERMS Consumer behavior Consumer research Deontology Market segmentation Marketing concept Marketing ethics Organizational consumer Personal consumer Societal marketing concept Teleology Utilitarianism PLAN OF THE BOOK The book is divided into four parts. Part I gives an Introduction to the Study of Consumer Behavior. Part II discusses the Consumer as an Individual. Part III examines Consumers in their Social and Cultural Settings. Part IV synthesizes all of the variables discussed earlier into the Consumer Decision-Making Process. LEARNING OBJECTIVES Define Consumer Behavior. Explain why we study Consumer Behavior. Identify the two major approaches to the study of Consumer Behavior. Describe the importance of the development of Consumer Behavior. Understand the development of the marketing concept. Discuss the role of Ethics in marketing. Describe the two major groups of ethical theories. Identify the three major influences on the development of business ethics. Understand the relationship of ethics and social responsibility. Consumer Research Methodology used to study consumer behavior. Market Segmentation The process of dividing a potential market into distinct subsets of consumers and selecting one or more segments as a target market to be reached with a distinct marketing mix. /web/welcome/plan市场细分 Personal Consumer The individual who buys goods and services for his or her own use, for household use, for the use of a family member, or for a friend. (Also referred to as the Ultimate Consumer or End User.) Organizational Consumer A business, government agency, or other institution (profit or nonprofit) that buys the goods, services, and/or equipment necessary for the organization to function. Consumer Behavior as an Academic Discipline and an Applied Science Factors that contributed to the growing interest in consumer behavior: accelerated rate of new product development con