國際市場營銷4consumerbehavior(編輯修改稿)
2025-04-15 18:07 本頁面
【文章內容簡介】 n ? Abraham Maslow. A person tries to satisfy the most important need first. When that important need is satisfied, it will stop being a motivation and the person will then try to satisfy the next most important need. ? Japan and Germanpersonal security Maslow’s Hierarchy of Needs Physiological needs (food, water, shelter) 1 Safety needs (security, protection) 2 Social needs (sense of belonging, love) 3 Esteem needs (selfesteem, recognition) 4 Self actualization (selfdevelopment and realization) 5 Maslow’s Hierarchy of Needs 生理需要 (food, water, shelter) 1 安全需要 (security, protection) 2 社會需要 (sense of belonging, love) 3 尊重需要 (selfesteem, recognition) 4 自我實現(xiàn) (selfdevelopment and realization) 5 ? 2) Perception ? ? Two people with the same motivation and in the same situation may act quite differently because they perceive the situation differently. ? selective attention ? 3) Learning ? Learning describes changes in an individual’s behaviour arising from experience. ? 4) beliefs and attitudes ? Through doing and learning, people acquire their beliefs and attitudes. these, in turn, influence their buying behaviours. ? ? Case: Honda USA ? 1950s ? negative attitudes: ? Black leather jackets, out laws ? You meet the nicest people on a Honda Ⅴ . Four Types of Buying Behavior ? 1） Complex Buying Behavior ? ? the product is expensive , risky, ? purcahsed infrequently
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