營(yíng)銷核心概念講義英文版(編輯修改稿)
2025-01-26 22:30 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 anning Implemen tation Control Assessing information needs Distributing information Internal records Marketing decisions and munication Marketing environment Test markets Marketing channels Competitors Publics Macro environment forces Marketing Information System Developing information Marketing intelligence Marketing research Marketing decision support analysis Fig. The Marketing Research Process T22 Define the problem and research objectives Fig. Develop the research plan Collect the informa tion Analyze the informa tion Present the findings Niy Types of Demand Measurement (6 x 5 x 3) T23 Fig. Short run Medium run Long run Time level All sales Company sales Product line sales Product form sales Product item sales Industry sales Product level Territory Region . Customer World Space level Model of Buyer Behavior T24 Marketing stimuli Product Price Place Promotion Other stimuli Economic Technological Political Cultural Buyer’ s decisions Product choice Brand choice Dealer choice Purchase timing Purchase amount Buyer’ s characteristics Cultural Social Personal Psychological Buyer’ s decision process Problem recognition Information search Evaluation Decision Postpurchase behavior Fig. See Figure 65 See Figure 62 Maslow’ s Hierarchy of Needs Fig. T25 Psychological needs (food, water, shelter) Safety needs (security, protection) Social needs (sense of belonging, love) Esteem needs (selfesteem, recognition) Self actualization (selfdevelopment and realization) 1. 5. 4. 3. 2. FiveStage Consumer Buyer Decision Process T26 Problem recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior Fig. Steps Between Evaluation of Alternatives and a Purchase Decision T27 Evaluation of alternatives Fig. Purchase intention Unantici pated situational factors Attitude of others Purchase decisioin How Customers Use or Dispose of Products T28 Product Get rid of it temporarily Loan it Give it away Direct to consumer Fig. Get rid of it permanently Keep it Rent it Store it Convert to new purpose Use for original purpose Trade it Sell it Throw it away To intermediary Through middleman To be used To be (re)sold Major Influences on Industrial Buying Behavior T29 ?Level of demand ?Economic outlook ?Interest rate ?Rate of techno logical change ?Political and regulatory developments ?Competitive developments ?Social responsi bility concerns ?Objectives ?Policies ?Procedures ?Organizational structures ?Systems ?Interests ?Authority ?Status ?Empathy ?Persuasive ness ?Age ?Ine
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