透視消費(fèi)者-消費(fèi)者行為知識(shí)(ppt32)-銷售管理-預(yù)覽頁(yè)
【正文】 Consumer Research Is Born ?Consumer research became the “in thing” in the schools of business. ?Contributions of our writers: courses association journals The Contemporary Scene 造成行銷挑戰(zhàn)的環(huán)境因素 ? 1. 持續(xù)、穩(wěn)定的經(jīng)濟(jì)成長(zhǎng)不再 ? 2. 供遠(yuǎn)過(guò)於求 ? 3. 消費(fèi)動(dòng)機(jī)與行為趨向低關(guān)心度 ? 4. 大眾市場(chǎng)消聲匿跡 ? 5. 通路勢(shì)力高漲 行銷成敗關(guān)鍵 ? 1. Getting Close to the Consumer ? 2. Individualized Marketing ? 3. Customer Satisfaction and Retention ? 4. Brand Equity Fasten Your Seat Belt The field is dynamic and exciting, and one thing is for sure all of us are daily participants as active players in all that is going on in the world of consumer behavior. 。CONSUMER BEHAVIOR Meichiung Chi Ch1. 透視消費(fèi)者 ?什麼是消費(fèi)行為 ?消費(fèi)行為知識(shí)的應(yīng)用 ?正確思考消費(fèi)者 ?消費(fèi)行為研究發(fā)展過(guò)程 What’s Consumer behavior About? 研究消費(fèi)者由評(píng)估、獲得、使用、到用盡某產(chǎn)品／服務(wù)的 個(gè)人決策與 實(shí)際行動(dòng) 過(guò)程
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