销售：管理有利润的客户关系.pptVIP

Chapter 6 * 第一页，共三十页。 Objectives Be able to define the consumer market and construct a simple model of consumer buyer behavior. Know the four major factors that influence consumer buyer behavior. * 第二页，共三十页。 Objectives Understand the major types of buying decision behavior and the stages in the buyer decision process. Be able to describe the adoption and diffusion process for new products. * 第三页，共三十页。 Harley “Hogs” account for 1/5 of U.S. cycle sales Sales have exceeded supply for years 1986-2000: Four stock splits, increase of 7,100% Fiercely loyal clientele revolves around 7 core customer types Harley owners use their bikes to express their lifestyle and attitudes Advertising reflects the Harley mystique Harley-Davidson Case Study * 第四页，共三十页。 Definitions Consumer Buying Behavior Buying behavior of individuals and households that buy products for personal consumption. Consumer Market All individuals/households who buy products for personal consumption. * 第五页，共三十页。 Stimulus Response Model Marketing and other stimuli enter the buyer’s “black box” and produce certain choice/purchase responses. Marketers must figure out what is inside of the buyer’s “black box” and how stimuli are changed to responses. Model of Consumer Behavior * 第六页，共三十页。 Characteristics Affecting Consumer Behavior Cultural Social Personal Psychological Culture Subculture Hispanic consumers African Americans Asian Americans Mature consumers Social Class Key Factors * 第七页，共三十页。 Hispanics 35 million consumers purchase $425 billion worth of goods and services. Expected to grow 64% in 20 years. Spanish media makes group easy to reach. Brand loyal group. Characteristics Affecting Consumer Behavior * 第八页，共三十页。 African Americans 35 million consumers purchase $527 billion worth of goods and services. Growing more affluent / sophisticated. Price and brand name conscious; quality and selection are important. Certain media target this group. Characteristics Affecting Consumer Behavior * 第九页，共三十页。 Asian A