消费者的选择行为 .pptxVIP

第三章 消费者行为理论;序言 理论上：需求曲线的进一步解释--------为什么是单调递减的？ 实践上：消费者如何进行消费选择可以获得最大的满足感。 消费者到底在干什么？-------- 在既定收入的约束之下，如何在众多的商品中选择一揽子商品（商品组合,portfolio),使其可获得最大的满足感（即其所谓的“效用”）;行为理性化假设;But there is a fly in the ointment! This only works if people are absolutely rational. Absolutely rational people never make mistakes, and always make the choices that are best for them -- never feel regrets because they have nothing to regret. But real people are only relatively rational: we make mistakes, and when we are aware of them we try to correct our errors; but sometimes we are not even aware of them. In Economic, things are just as neoclassical economics envisions them, so the willingness-to-pay measure can be used. But in the real world, people may choose what is wrong for them, so that their choices may not (directly) reveal their subjective benefits. Can the willingness-to-pay measure be applied in the real world?;It can be applied, although it must be applied cautiously and with some corrections from psychology. I have not been quite just to neoclassical economists, after all. The neoclassicals do not really assume that individuals are absolutely rational. Rather, the neoclassical idea is that on the average, people choose as if they were absolutely rational. The neoclassical economist admits that people make mistakes, but argues that, just because these mistakes are irrational, the mistakes must be unpredictable, and so they will average out. ;不同的理论派别对消费者最优的解决方案;1、 基数效用论;9、我们的市场行为主要的导向因素，第一个是市场需求的导向，第二个是技术进步的导向，第三大导向是竞争对手的行为导向。七月-21七月-21Thursday, July 15, 2021 10、市场销售中最重要的字就是“问”。18:21:1418:21:1418:217/15/2021 6:21:14 PM 11、现今，每个人都在谈论着创意，坦白讲，我害怕我们会假创意之名犯下一切过失。七月-2118:21:1418:21Jul-2115-Jul-21 12、在购买时，你可以用任何语言；但在销售时，你必须使用购买者的语言。18:21:1418:21:1418:21Thursday, July 15, 2021 13、He who seize the right moment, is the right man.谁把握机遇，谁就心想事成。七月-21七??-2118:21:1418:21:14July 15, 2021 14、市场营销观念：目标市场，顾客需求，协调市场营销，通过满足消费者需求来创造利润。15 七月 20216:21:14 下午18:21:14七月-21 15、我就像一个厨师，喜欢品尝食物。如果不好吃，我就不要它