消费者行为学讲义--国际名师主讲.ppt

Consumer Behavior: Meeting Changes and Challenges CHAPTER ONE Learning Objectives 1. To Understand What Consumer Behavior Is and the Different Types of Consumers. 2. To Understand the Relationship Between Consumer Behavior and the Marketing Concept, the Societal Marketing Concept, as Well as Segmentation, Targeting, and Positioning. 3. To Understand the Relationship Between Consumer Behavior and Customer Value, Satisfaction, Trust, and Retention. 4. To Understand How New Technologies Are Enabling Marketers to Better Satisfy the Needs and Wants of Consumers. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 2 Chapter One Slide Learning Objectives (continued) 5. To Understand How Marketers Are Increasingly Able to Reach Consumers Wherever Consumers Wish to Be Reached. 6. To Understand How the Worlds Economic Condition Is Leading to Consumption Instability and Change. 7. To Understand the Makeup and Composition of a Model of Consumer Behavior. 8. To Understand the Structure of This Book Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 3 Chapter One Slide To Which Segment of Consumers Will This Ad Appeal? Chapter One Slide 4 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall A Segment of Consumers Who are Environmentally Concerned Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter One Slide 5 Consumer Behavior ? The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 6 Chapter One Slide Two Consumer Entities Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 7 Chapter One Slide Development of the Marketing Concept Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 8 Chapter One Slide Production Orientation ? From