市场营销专业英语-第二章PPT课件.ppt

Chapter 2 ;2.1 The Buyer Decision Process 21;消费者行为的一般模式;;;;;;;Figure 2.1 Purchase Decision Process;二、消费者行为; 2.1.2 Types of consumer buying decisions and consumer involvement 24;;;;;;;Table 2.1 Types of Consumer Buying Decision;2.1.3 Factors Determining the Level of Consumer Involvement 25;;;;;;;;;;;;;;消费者购买动机;消费者购买行为类型;2.2 Factors Influencing Consumer Behavior ;文化因素;;;;;;;;亚文化;文化因素;社会阶层;2.2.2 Social Factors 29;Reference Groups Opinion Leaders Word of Mouth Family influences Consumer Socialization Family Life Cycle Family Decision Making ;社会因素;;;;;;2.2.3 Personal Factors 32;个人因素;个人因素;;;;个人因素;2.2.4 Psychological Factors 36;心理因素;动机;动机;知觉;Figure 2.2 Hierarchies of Needs 37;Perception Selective Perception Perceived Risk;Learning Behavioral Learning Cognitive Learning Brand Loyalty;Attitude Attitude Formation Attitude Change;2.3 Models of Consumer Behavior 40;2.3.2 The Buyer Decision Process for New Products 41;Words and Expressions;;;31.word of mouth：口碑 32.aspiration group:仰慕群体 33.membership group:成员群体 34.dissociative group:厌恶群体 35.personality: n. 品格,个性,人物 36.self-concept: n. 自我概念 ;知识总结：影响消费者行为的因素模型