透視消費者(2)-文庫吧在線文庫
【正文】 ? Skillful Marketing can Affect Consumer if The Product\service offered is designed to meet consumer needs. ? Social Legitimacy of consumer Influence When Shaped by a Proper Ethical Sensitivity Consumer Bill of Rights ? The Right to Safety ? The Right to be Informed ? The Right to Choose ? The Right to be Heard(Redress) ? The Right to Enjoy a Clean and Healthful Environment ? The Right of the Poor and Other Minorities to Have Their Interests Protected 消費行為研究發(fā)展之路 ? Since late 1950s and early 1960s ? Economic theory Marketing ? General considerations: 1)Content Productiondriven to marketing driven 2)MethodologyBehavioral sciences sophistication Environmental Factors shaping the Marketing Challenge ?產品／服務供過於求 ?與遠端消費者迅速正確傳播 ?迅速經濟鋪貨，以增盈收 ?獲通路配合支持整體行銷策略 ?國內及全球經濟成長 消費行為各階段研究重心 ?PreWorld War II Era ?PostWorld War II Era ?The Contemporary Scene PreWorld War II Era ? 1. 求過於供，生產成為最大挑戰(zhàn) ? 2. 拜廣播之賜，得以廣告作遠距傳播 ? 3. 通路多半規(guī)模小且屬地方性質 ? 4. 賣方竭力說服經銷商販賣商品， 尤其在廣告刺激需求時 ? 5. PreWorld War II Era B. 行為科學的地位 ? 1. 成長及影響力些微 ? 2. 理論多於實證 直至本時期尾聲，研究方興 PreWorl
研究報告相關推薦
鄂ICP備17016276號-1