消費者行为学笔记.docVIP

Factors influencing consumer behavior: 1 Cultural factor: cultural ; subcultural; buyer 2 social-reference groups: family; role and status 3 personal: age and life-cycle; economic situation lifestyle; personality and self- concept:4 psychological: motivation; belifes and attitudes; perception; learning. What is consumer behavior? The study of the processes when or groups select ,purchase, use ,or dispose of products services ideas or experiences to satisfy needs and desire.消费者行为：个体或群体在为满足需要和欲望而挑选，购买，使用或处理产品，服务，创意或经验时所涉及的过程。 Role theory: identifies consumers as actors on the markerplace stage。角色理论：认为许多消费者行为都类似于戏剧中的情节的观点。 Exchange: a transaction in which two or more organizations or people give and receive something of value.交易：两个或更多的组织或个人相互付出并获取某种价值的过程。 Consumer: a person who identifies a need or desire ,makes a purchase, and then dispose of the product.消费者：确认一种需要和欲望，进行购买，或处理该产品的人。 Many people may be involved in this sequence of events purchaser/user/influencer Consumers may take the form of organization or group. Market segmentation: identifies groups of consumers who are similar to one another in one or more ways, and then devises marketing strategies that appeal to one or more groups.市场细分：确定在某一方面或多方面相互类似的消费者群体，然后制定出吸引一个或多个群体的营销策略的过程。 Relationship marketing 关系营销：marketers who believe in this philosophy, interact with customers on a regular basis and give them reason to maintain a bond with the company over time. Demographics: statistics that measure observable aspects of population. Such as age gender family structure social class and income race and ethnicity lifestyle.人口统计变量：可观测的人口特征量度，如年龄，性别。 Marketing ’ impact on consumers Popular culture :consisting of the music moves sports books celebrities ,and other forms of entertainment consumed by the mass market.大众文化：为大众市场所消费的音乐，电影，体育，书籍，名人及其他娱乐形式。 Marketers play a significant role in our view of the world and how we live in it. The meaning of consumption: people ofter buy products not for what they do, but for what t