消费者行为学双语或中英文结合课程1consumerrule.pptVIP

Chapter 1 Consumers Rule 1 - 1 Chapter Objectives When you finish this chapter you should understand why: ? Consumer behavior is a process. ? Consumers use products to help them define their identities in different settings. ? Marketers need to understand the wants and needs of different consumer segments. ? The Web is changing consumer behavior. ? Consumer behavior relates to other issues in our lives. 1 - 2 Chapter Objectives (cont.) ? Consumer activities can be harmful to individuals and to society. ? Many different types of specialists study consumer behavior.