阿姆斯特朗《市场营销学（第13版）》 课件 第 5 章 理解消费者行为和组织购买行为.pptx

Marketing:AnIntroductionThirteenthEditionChapter5UnderstandingConsumerandBusinessBuyerBehaviorCopyright?2017,2015,2013PearsonEducation,Inc.AllRightsReserved

LearningObjectives(1of4)5-1.Understandtheconsumermarketandthemajorfactorsthatinfluenceconsumerbuyerbehavior.5-2.Identifyanddiscussthestagesinthebuyerdecisionprocess.5-3.Describetheadoptionanddiffusionprocessfornewproducts.

LearningObjectives(2of4)5-4.Definethebusinessmarketandidentifythemajorfactorsthatinfluencebusinessbuyerbehavior.5-5.Listanddefinethestepsinthebusinessbuyingdecisionprocess.

FirstStop:Harley-DavidsonSellingFreedom,Independence,Power,andAuthenticityForHarley-Davidsonenthusiasts,it’sallabouttheexperience.

LearningObjective5-1Understandtheconsumermarketandthemajorfactorsthatinfluenceconsumerbuyerbehavior.

ConsumerBuyerBehaviorandConsumerMarketsConsumerbuyerbehaviorBuyingbehavioroffinalconsumersConsumermarketAlltheindividualsandhouseholdsthatbuyoracquiregoodsandservicesforpersonalconsumption

Figure5.1-ModelofBuyerBehavior

Figure5.2-FactorsInfluencingConsumerBehavior

CulturalFactors(1of2)CultureSetofbasicvalues,perceptions,wants,andbehaviorslearnedbyanindividualfromfamilyandotherimportantinstitutionsSubcultureGroupofpeoplewithsharedvaluesystemsbasedoncommonlifeexperiencesandsituationsTotalmarketstrategyintegratesethnicthemesandcross-culturalperspectiveswithinabrand’smainstreammarketingSocialclassRelativelypermanentandordereddivisionsinasocietywhosememberssharesimilarvalues,interests,andbehaviors

CulturalFactors(2of2)ToimproveperceptionsamongyoungAsianAmericans,ATTcreatedaWebseriescalled“AwayWeHappened.”

SocialFactorsGroupsWord-of-mouthinfluenceOpinionleadersOnlinesocialnetworksFamilyRolesandstatus

PersonalFactors(1of2)OccupationAgeandfamilylife-cycleEcono