市場營銷學(xué)雙語課件4（ppt 15）--購買決定過程(文件)
【正文】 ation Perception Learning Beliefs and Attitudes 58 馬斯洛的需求層次理論 Esteem Needs (selfesteem, status) Social Needs (sense of belonging, love) Safety Needs (security, protection) Physiological Needs (hunger, thirst) Self Actualization (Selfdevelopment) 59 購買決定的類型 Complex Buying Behavior Dissonance Reducing Buying Behavior Variety Seeking Behavior Habitual Buying Behavior High Involvement Significant differences between brands Few differences between brands Low Involvement 510 購買決定過程 Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior 511 購買決定過程 Step 1. Need Recognition External Stimuli ? TV advertising ? Magazine ad ? Radio slogan ?Stimuli in the environment Internal Stimuli ? Hunger ? Thirst ? A person’s normal needs Need Recognition Difference between an actual state and a desired state 512 購買決定過程 Step 2. Information Search ?Family, friends, neighbors ?Most influential source of inf
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