chapter3analyzingmarketingopportunity-全文預(yù)覽
【正文】 ours Hanging Out all day with friend AND THEN IT STARTS AGAIN (2) The buying decision process ? Buying roles ? Buying behavior ? Complex buying behavior ? Dissonancereducing buyer behavior ? Habitual buying behavior ? Varietyseeking buying behavior Anna Lee 會受到哪些因素的影響 – 有 20天的年假，準備去渡假。 Economic Circumstances Personality amp。 D Budgets Political Legal Environment Increased Legislation Special Interest Groups Social/Cultural Environment Of Organizations Of Nature Of Oneself Of Society Of the Universe Of Others Views That Express Values Social/Cultural Environment Review ? Tracking amp。 Cultural Developments Macroenvironmental Forces ? World trade enablers ? Asian economic power ? Rise of trade blocs ? International moary crises ? Use of barter amp。 Identifying Opportunities in the Macroenvironment ? Demographic, Economic, Natural, Technological, Political, amp。 Credit Availability Natural Environment Higher Pollution Levels Increased Costs of Energy Shortage of Raw Materials Changing Role of Government Accelerating Pace of Change Unlimited Opportunities for Innovation Increased Regulation Issues in the Technological Environment Varying R amp。 Statuses Family Influences on Consumer Behavior Personal Influences Age and Family Life Cycle Stage Lifestyle Occupation amp。 – 可選擇的地方有： ? 澳洲 /新西蘭 ? 泰國（普吉） ? 三亞 ? 韓國 ? 歐洲 ? 九寨溝 ? 大理 /麗江 ? 西藏 ? 新疆 Analysis of Regular Blue Ribbon Drinkers 藍帶啤酒消費者年齡分布1 5 1 92 0 2 42 5 2 93 0 3 43 5 3 94 0 4 44 5 4 95 0 5 45 5 5 96 0 6 4資料來源:新生代市場監(jiān)測機構(gòu)1 5 1 92 0 2 42 5 2 93 0 3 43 5 3 94 0 4 44 5 4 95 0 5 45 5 5 96 0 6 4藍帶啤酒消費者收入分布A . 1 0 0 0 1 4 9 9B . 1 5 0 0 1 9 9 9C . 2 0 0 0 2 4 9 9D . 2 5 0 0 2 9 9 9E . 3 0 0 0 3 4 9 9F .3 5 0 0 3 9 9 9G .4 0 0 0 4 9 9 9H . 5 0 0 0 5 9 9 9I. 6 0 0 0 +資料來源:新生代市場監(jiān)測機構(gòu)1 0 0 0 1 4 4 41 5 0 0 1 9 9 92 0 0 0 2 4 9 9DEFGHI過去一年曾經(jīng)喝過啤酒的人數(shù)資料來源:新生代市場監(jiān)測機構(gòu)5 .5 20 .7 81 .4 42 .9 34 .4 60 .5 66 .9 22 .5 72 .4 20 .7 83 .4 71 .0 602022400060008000百威朝日虎牌嘉仕伯 藍帶麒麟青島生力五星喜力燕京珠江Regional Breakdown 0510152025BEIJINGGUANGZHOUSHANGHAICHENGDUCHONGQINGHANGZHOUNANJINGQINGDAOHARBINSHENZHENXIAMENXIANCHANGCHUNCHANGSHASource: Millennium Study Base: All Respondents % Profile Age/Sex Breakdown 010203040506070MA
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