国际市场营销 国际市场营销 unit10 the buyer decision process.pptxVIP

International MarketingZhejiang Business Technology InstituteZhou XifeiLearning Objectives01What is the buyer decision process?02The five stages of the buyer decision process03The takeawayBuyer decision process01 formally introduced by John Dewey in 191002the original guiding principles are still highly relevant to the modern customer experience.a cost-benefit analysis03The five stages of the buyer decision processStage 1problem/need recognitionthis decision making process begins the moment a potential customer becomes aware of a problem that needs resolution.The five stages of the buyer decision processStage 2information searchReviews (Amazon, Google, Yelp, etc.) are a crucial part of this step. How other people talk about your products or services is very important. Never underestimate the power of social proof. Other research sources are websites, print, visual branding, online media, and of course, word of mouth.The five stages of the buyer decision processStage 3evaluation of alternativesPeople evaluate alternative products when making a purchase decisionCustomer attitude and level of involvement are influential at this stageThe five stages of the buyer decision processStage 4purchase decisionThe fourth stage is when the actual purchase takes placeThere are a couple of potential disruptors at this pointnegative feedbackunforeseen circumstancesThe five stages of the buyer decision processStage 5post-purchase behaviorcustomers compare the product or service with their initial expectations80/20 principle Customer retention is crucial to a sustainable business modelThe takeawayWhat are you doing to makethe experience pleasant?MAKE IT ENJOYABLEThe most enjoyable customerexperiences are the ones where people don’t realize they’re being sold to because they’retoo busy enjoying the experience.What could you do to make it more efficient? If you can manage to foster brand loyalty in your customer base, you can often skip several stages.