英國(guó)大學(xué)市場(chǎng)營(yíng)銷講義(一)2(已修改)
2025-01-19 02:04 本頁(yè)面
【正文】 CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Lecture 2: Buyer Behaviour in Consumer and Organisational MarketsLecture Objectives?Buyer Behaviour?Consumer Decision Making Process?Characteristics of Organisational BuyingCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 2Understanding customersHow do they buy?What are their choice criteria?CustomersWho is important?Where do they buy?When do they buy?CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT The Consumer DecisionMaking ProcessNeedrecognition/problemawareness9InformationsearchEvaluationOf alternativesPurchasePostpurchaseevaluation of alternativesCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Choice Criteria Used When Evaluating Alternatives5TechnicalReliability DurabilityPerformanceStyle/looksComfortDeliveryConvenienceTasteEconomicPriceValue for moneyRunning costsResidual valueLife style costsSocialStatusSocial belongingConventionFashionPersonalSelfimageMoralsEmotionsCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 8Determinants of the extent of problem solvingSelfimagePerceived riskSocial factorsHedonism Differentiation and number of alternativesLevel of involvementTime pressureExtent of problem solvingCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT The consumer decisionmaking process and level of purchase involvement10Stage Low Involvement High InvolvementNeed recognition problem awareness MinorMajor personality importantInformation search Limited search Extensive searchEvaluation of alternatives and the purchaseFew alternatives evaluated on few choice criteriaMany alternativ
高考資料相關(guān)推薦
鄂ICP備17016276號(hào)-1