消费者行为学.pptVIP

* * Virtual Communities Figure 11.3 Which type of Web surfer are you? 第三十一页，共四十四页。 第三十二页，共四十四页。 游击营销（Guerrilla Marketing） Guerilla marketing: promotional strategies that use unconventional locations and intensive WOM to push products Recruits legions of real consumers for street theater Hip-hop “mix tapes”/street teams Brand ambassadors 第三十三页，共四十四页。 病毒营销（Viral Marketing） Viral marketing: getting visitors to a Web site to forward information on the site to their friends (for product awareness) Creating online content that is entertaining or weird Example: buzz campaign for Mini Cooper car 第三十四