情境影响与消费者决策过程.pptx

CHAPTER13SituationalInfluencesCopyright?2013byTheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/Irwin

13-2PARTIV:CONSUMERDECISIONPROCESS

L01L02L03L05L04DefinesituationalinfluenceExplainthefourtypesofsituationsandtheirrelevancetomarketingstrategySummarizethefivecharacteristicsofsituationsandtheirinfluenceonconsumptionDiscussritualsituationsandtheirimportancetoconsumersandmarketersDescribetheuseofsituationalinfluenceindevelopingmarketingstrategyLearningObjectives13-3

WhatDoesSituationHavetoDoWithIt?CanTimexsurviveinatimewhenconsumersrelymoreandmoreontheirphonestotelltime?NoYesIfyes,how?Source:N.Zmuda,“TimexRetoolstoAddressNeedsBeyondTime-Telling,”AdvertisingAge,May23,2011,p.19.ConsumerBehaviorInTheNews…13-4

WhatDoesSituationHavetoDoWithIt?CanTimexsurviveinatimewhenconsumersrelymoreandmoreontheirphonestotelltime?NoYes–ifyousaidyesyouarecorrect!How?Onewayisusagesituation.Rockclimbing….ScubaDiving….Notpullingoutyourcellphonethen!Source:N.Zmuda,“TimexRetoolstoAddressNeedsBeyondTime-Telling,”AdvertisingAge,May23,2011,p.19.ConsumerBehaviorInTheNews…13-5

Situationalinfluenceincludesallthosefactorsparticulartoatimeandplacethatdonotfollowfromaknowledgeofthestableattributesoftheconsumerandthestimulusandthathaveaneffectoncurrentbehavior.Consumersoftenbehaveverydifferentlydependingonsituation.13-6TheNatureofSituationalInfluence

ThefollowingVideoClipdemonstrateshowgoingtoLasVegasoftenbringsaboutdifferentbehaviorbyconsumers!13-7VideoApplication

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13-9TheNatureofSituationalInfluence

Fourtypesofsituations:TheCommunicationsSituationThePurchaseSituationTheUsageSituation,andTheDispositionSituation13-10TheNatureofSituationalInfluence

ThefivekeydimensionsorcharacteristicsarePhysicalsurroundingsSocialsurrou