《营销英语》电子教案 Ch06.pptVIP

Chapter 6;Road Map: Previewing the Concepts;Consumer Buying Behavior;Model of Buyer Behavior (Fig. 6-1);Factors Influencing Consumer Behavior (Fig. 6-2);Factors Affecting Consumer Behavior: Culture;Factors Affecting Consumer Behavior: Culture;Factors Affecting Consumer Behavior: Social;; Jeep;;Maslow’s Hierarchy of Needs (Fig. 6-3);Buyer Decision Process (Fig. 6-4);Buyer Decision ProcessStep 1. Need Recognition;Family, friends, neighbors Most effective source of information;Consumer May Use Careful Calculations Logical Thinking; Purchase Intention Desire to buy the most preferred brand ; Consumer’s Expectations of Product’s Performance Product’s Perceived Performance ;Pair with the student on your right. Using the information found in Figure 6-4, trace a recent purchase each of you have made. Be sure to examine each of the five stages of the buyer decision process and detail your experiences in each stage. What could the seller have done to make your buying experience better? Did you experience any cognitive dissonance? Explain. ;Stages in the Adoption Process;Adopter Categories (Fig. 6-5); Divisibility Can the innovation be used on a limited basis? ;Characteristics of Business Markets;Business buyers usually face more complex buying decisions. ;Model of Business Buyer Behavior (Fig. 6-6); New Task Buying;Identify which of the major types of business buying situations is represented by the following: Chrysler’s purchase of computers that go in cars and adjust engine performance to changing driving conditions. ;Participants in the Business Buying Process;Major Influences on Business Buyer Behavior (Fig. 6-7);The Business Buying Process (Fig. 6-8);Business Buying on the Internet;Road Map: Reviewing the Concepts