市場營銷學雙語課件4ppt15--購買決定過程(編輯修改稿)
2025-02-26 05:19 本頁面
【文章內(nèi)容簡介】 1. Need Recognition External Stimuli ? TV advertising ? Magazine ad ? Radio slogan ?Stimuli in the environment Internal Stimuli ? Hunger ? Thirst ? A person’s normal needs Need Recognition Difference between an actual state and a desired state 512 購買決定過程 Step 2. Information Search ?Family, friends, neighbors ?Most influential source of information ?Advertising, salespeople ?Receives most information from these sources ?Mass Media ?Consumerrating groups ?Handling the product ?Examining the product ?Using the product Personal Sources Commercial Sources Public Sources Experiential Sources 513 購買決定過程 Step 3. Evaluation of Alternatives Product Attributes Evaluation of Quality, Price, Features Degree of Importance Which attributes matter most to me? Brand Beliefs What do I believe about each available brand? Total Product Satisfaction Based on what I’m looking for, how satisfied would I be with each product? Evaluation Procedures Choosing a product (and brand) based on one or more attributes. 514
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