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Michael R. Solomon《消费者行为学第6版 Consumer Behavior Buying, Having, and Being (Sixth Edition)》原版讲义04精品教案课件讲义.docVIP

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  • 2026-10-20 发布于湖北
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Michael R. Solomon《消费者行为学第6版 Consumer Behavior Buying, Having, and Being (Sixth Edition)》原版讲义04精品教案课件讲义.doc

    Chapter4:MotivationandValues

    Chapter4:MotivationandValues

    PAGE62

    PAGE63

    PAGE58

    CHAPTER

    CHAPTER

    4

    MotivationandValues

    MotivationandValues

    CHAPTERSUMMARY

    Marketerstrytosatisfyconsumerneeds,butthereasonsanyproductispurchasedcanvarywidely.Theidentificationofconsumermotivesisanimportantstepinensuringthattheappropriateneedswillbemetbyaproduct.Motivationreferstotheprocessesthatcausepeopletobehaveastheydo.Marketersareveryinterestedinconsumergoals,drives,andwants.

    Traditionalapproachestoconsumerbehaviorha

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