chapter3analyzingmarketingopportunity(編輯修改稿)
2025-08-11 18:04 本頁面
【文章內(nèi)容簡介】 t away Direct to consumer To intermediary Through middleman To be used To be (re)sold Reference concepts ? Customer value and satisfaction ? Customer value ? Relationship marketing (1)The major factors influencing buying behavior ? Cultural factors ? Social factors ? Personal factors ? Psychological factors Cultural factors ? Culture ? Subculture ? Social class Social class Social classes are relatively homogeneous and enduring divisions in a society,which are hierarchically ordered and whose members share similar values ,interests, and behavior. Social factors ? Reference groups ? Family ? Roles and statuses Reference groups ? Reference groups consists of all the groups that have a direct (facetoface) or indirect influence on the person’s attitudes or behavior. ? Groups having a direct influence on a person are called membership groups.(direct groups) ? Indirect reference groups Reference groups ? Aspirational groups are those the person hopes to join. ? Dissociative groups are those whose values or behavior an individual rejects. ? Opinion leader is the person in informal productrelated munications who offer advice or information about a specific product or product category. Family ? Family procreationone’s spouse and children ? Types of Family Types of Family ? Skippies(studentkids with ine and purchasing power) ? Mobys(mother old and baby young) ? Dinks(double ine,no kids) ? Dewks(double ine with kids) ? Puppies(貧窮的城市職員） ? Woofs(富裕的老人） Roles and status ? A person participates in many groupsfamily, club, anization. ? The person’s position in each group can be defined in terms of role and status. ? A role consists of the activities that a person is expected to perform. ? Each person carried a status. Personal factors ? Age and stage in the life cycle ? Occupation and economic circumstances ? Lifestyle ? Personality and selfconcept Lifestyle ? A lifestyle is the person’s pattern of living in the world as expressed in activities, interests, and opinion. ? Lifestyle portrays the “whole person “ interacting with his or her environment. ? Markerters search for relationships between their products and lifestyle groups. VAL2 (value and lifestyles) ? Actualizers ? Fulfilled ? Achievers ? Experiences ? Believers ? Strivers ? Makers ? Stuggles Personality and selfconcept ? By personality, we mean distinguishing psychological characteristics that lead to relatively consistent and enduring responses to environment. Psychological factors ? Motivation ? Perception ? Learning ? Beliefs and attitude 讓我們以 Anna Le
環(huán)評公示相關(guān)推薦
鄂ICP備17016276號-1