消費(fèi)行為與廣告心理個(gè)-文庫(kù)吧在線文庫(kù)
【正文】 ct 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(fèi)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(chǎn)品／服務(wù)供過(guò)於求 ?與遠(yuǎn)端消費(fèi)者迅速正確傳播 ?迅速經(jīng)濟(jì)鋪貨，以增盈收 ?獲通路配合支持整體行銷(xiāo)策略 ?國(guó)內(nèi)及全球經(jīng)濟(jì)成長(zhǎng) ? 消費(fèi)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(guò)於供，生產(chǎn)成為最大挑戰(zhàn) ? 2. 拜廣播之賜，得以廣告作遠(yuǎn)距傳播 ? 3. 通路多半規(guī)模小且屬地方性質(zhì) ? 4. 賣(mài)方竭力說(shuō)服經(jīng)銷(xiāo)商販賣(mài)商品， 尤其在廣告刺激需求時(shí) ? 5. ? PreWorld War II Era B. 行為科學(xué)的地位 ? 1. 成長(zhǎng)及影響力些微 ? 2. 理論多於實(shí)證 直至本時(shí)期尾聲，研究方興 ? PreWorld war II Era ? John B. Watson ? Founder of
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