消费者行为(英文版)--ch01.pptVIP

Chapter 1 An Introduction to Consumer Behavior Defining Consumer Behavior Consumers Impact on MarketingStrategy Understanding consumer behavior is good business. Firms exist to satisfy consumers’ needs, so Firms must understand consumers needs to satisfy them. The Process of Marketing Segmentation: Identifies Groups of Consumers Who are Similar to One Another in One or More Ways, and Devises Marketing Strategies that Appeal to One or More of These Groups. Segmenting Consumers by Demographic Dimensions Relationship Marketing: BuildingBonds With Consumers Relationship Marketing occurs when a company makes an effort to interact with customers on a regular basis, and gives them reasons to maintain a bond with the company over time. Database Marketing involves tracking consumers’ buying habits very closely, and crafting products and messages tailored precisely to people’s wants and needs based on this information. Marketing’s Impact on Consumers:The Meaning of Consumption Consumption Typology Semiotics: The Symbols Around Us Marketing Ethics Other Marketing Ethics Issues Do Marketers Create Artificial Needs? Response: Marketing attempts to create awareness that these needs do exist, rather than to create them. Are Advertising and Marketing Necessary? Response: Yes, if approached from an information dissemination perspective. Do Marketers Promise Miracles? Not if they are honest; they do not have the ability to create miracles. The Dark Side of Consumer Behavior Interdisciplinary Influences Two Perspective on Consumer Research The Wheel of Consumer Behavior 1-* ? Copyright 1999 Prentice Hall CONSUMER BEHAVIOR Fourth Edition Michael R. Solomon 管理资源吧（），提供海量管理资料免费下载！ Consumer Behavior is the Process Involved When Individuals or Groups Select, Use, or Dispose of Products, Services, Ideas or Experiences to Satisfy Needs and Desires. Key Concepts Process Involving Exchange Organizations or Groups Role Theory Different Actors 管理资源吧（），提供海量管理资料免费下载！ 管理资源吧（），提供海量管理资料免费