消费者行为学要点整理.docVIP

Chapter 1 Consumer Behavior: Its Origins and Strategic Applications 1.Consumer behavior: The term consumer behavior is defined as the behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. 消费者行为学：消费者在寻求、购买、使用、评价和处理他们期望能够满足其需求的产品和服务过程中所表现出的行为。 2.Consumer decision making: In put, process, out put. 消费者决策及其模型：输入、处理、输出 3.Marketing concept: A consumer-oriented marketing philosophy that focuses on the needs of the buyers and the profits through customer satisfaction. 市场营销观念：关注买方的需求通过顾客满意