消费者决策过程与问题识别在策略中应用.pptx

CHAPTER14ConsumerDecisionProcessandProblemRecognitionCopyright?2013byTheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/Irwin

14-2PARTIV:CONSUMERDECISIONPROCESS

L01L02L03L04DescribetheimpactofpurchaseinvolvementonthedecisionprocessExplainproblemrecognitionandhowitfitsintotheconsumerdecisionprocessSummarizetheuncontrollabledeterminantsofproblemrecognitionDiscusstheroleofconsumerproblemsandproblemrecognitioninmarketingstrategyLearningObjectives14-3

IDidn’tEvenThinkAboutThat!Canyouthinkofa“InactiveProblem”inAuto