消费者行为与策略.pptx

CHAPTER01ConsumerBehaviorandMarketingStrategyMcGraw-Hill/IrwinCopyright?2013byTheMcGraw-HillCompanies,Inc.Allrightsreserved.

1-2PARTI:INTRODUCTION

L01L02L03L05L04DefineconsumerbehaviorSummarizetheapplicationsofconsumerbehaviorExplainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategyExplainthecomponentsthatconstituteaconceptualmodelofconsumerbehaviorDiscussissuesinvolvingconsumptionmeaningsandfirmattemptstoinfluencethemLearningObjectives1-3

TargetMarketing.JustYourAverageTriathlete?Canyoupredictthedemographicsofthea