chapter3analyzingmarketingopportunity-文庫吧
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【正文】 ociety Of the Universe Of Others Views That Express Values Social/Cultural Environment Review ? Tracking amp。 Identifying Opportunities in the Macroenvironment ? Demographic, Economic, Natural, Technological, Political, amp。 Cultural Developments Microenvironment ? Company ? Suppliers ? Marketing intermediaries ? Customers ? Competitors ? public Behavior 1. Major factors influencing buyer behavior 2. The buying decision process 3. The stages of the buying decision process 4. Reference concepts Simple Response Model Stimulus Organism Response Model of Buying Behavior Buyer’s decision process Problem recognition Information search Evaluation Decision Postpurchase behavior Other stimuli Economic Technological Political Cultural Buyer’s characteristics Cultural Social Personal Psychological Buyer’s decisions Product choice Brand choice Dealer choice Purchase timing Purchase amount Marketing stimuli Product Price Place Promotion Culture Cultural Factors Subculture Social Class Buyer Social Factors Reference Groups Roles amp。 Statuses Family Influences on Consumer Behavior Personal Influences Age and Family Life Cycle Stage Lifestyle Occupation amp。 Economic Circumstances Personality amp。 SelfConcept Psychological Factors Perception Learning Beliefs amp。 Attitudes Motivation Maslow’s Hierarchy of Needs Psychological needs (food, water, shelter) 1 Safety needs (security, protection) 2 Social needs (sense of belonging, love) 3 Esteem needs (selfesteem, recognition) 4 Self actualization (selfdevelopment and realization) 5 Four Types of Buying Behavior Complex Buying Behavior Dissonance Reducing Buying Behavior Variety Seeking Behavior Habitual Buying Behavior Significant differences between brands Few differences between brands High Involvement Low Involvement Consumer Buying Process Problem recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior Total Set Decision Making Sets Aware ness Set Consid eration Set Choice Set Decision Steps Between Evaluation of Alternatives and a Purchase Decision Evaluation of alternatives Purchase decision Unanticipated situational factors Attitude of others Purchase intention How Customers Use or Dispose of Products Product Get rid of it temporarily Get rid of it permanently Keep it Loan it Rent it Store it Convert to new purpose Use for original purpose Give it away Trade it Sell it Throw i
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