【正文】 hrough brochures, web sites, or news coverage.A number of factors involve consumer choices. In some cases, consumers will be more motivated.For example, one may be more careful choosing a gift for an inlaw than when buying the same thing for one self. Some consumers are also more motivated to parison shop for the best prices, while others are more convenience oriented. Personality impacts decisions. Some like variety more than others, and some are more receptive to stimulation and excitement in trying new stores. Perception influences decisions. Some people, for example, can taste the difference between generic and name brand foods while many cannot. Selective perception occurs when a person is paying attention only to information of interest. For example, when looking for a new car, the consumer may pay more attention to car ads than when this is not in the horizon. Some consumers are put off by perceived risk.Thus, many marketers offer a money back guarantee.Consumers will tend to change their behavior through learning, they will avoid restaurants they have found to be crowded and will settle on brands that best meet their tastes. Consumers differ in the values they hold. We will consider the issue of lifestyle under segmentation.消費者行為和營銷策略 來自：中國知網(wǎng)消費者研究可以幫助解決企業(yè)和組織的問題，改善他們的營銷策略。The psychology of how consumers think, feel, reason, and select between different alternatives (eg, brands, products)。心理學(xué)認為，如何了解消費者的感覺，并選擇不同的替代品。媒體是如何影響他或她的購買環(huán)境。The behavior of consumers while shopping or making other marketing decisions。Limitations in consumer knowledge or information processing abilities influence decisions and marketing oute。在消費知識能力的限制和市場營銷的影響下，消費者購物時的行為或作出的營銷決策。How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer。 and不同產(chǎn)品之間消費動機和決策策略是如何產(chǎn)生影響的，消費者在不同層次的重要性或他們帶來的利益及How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the ，以更有效地接觸消費者。 There are four main applications of consumer behavior:消費行為有四個主要的應(yīng)用：The most obvious is for marketing strategy —ie, for making better marketing ,也就是說，作出更好的營銷活動。例如，通過了解，使消費者更容易接受食品廣告時，他們餓了，我們學(xué)習(xí)安排在下午的零食廣告已晚。 By understanding that new products are usually initially adopted by a few consumers and only spread later, and then only gradually, to the rest of the population, we learn that (1) panies that introduce new products must be well financed so that they can stay afloat until their products bee a mercial success and (2) it is important to please initial customers, since they will in turn influence many subsequent customers39。 brand choices. 通過了解，新產(chǎn)品通常采用最初由少數(shù)消費者和唯一的傳播之后，然后才逐漸向其他人群的，我們可以看到，公司推出新的產(chǎn)品必須有充分的資金，使他們能夠留下，直至其產(chǎn)品成為商業(yè)上的成功重要的是最初的客戶，因為他們會反過來影響許多客戶的后續(xù)品牌的選擇。第二個應(yīng)用是公共政策 。在20世紀80年代，維甲酸治療痤瘡是一個奇跡，Unfortunately, Accutane resulted in severe birth defects if taken by pregnant ，如果婦女懷孕時用維甲酸將導(dǎo)致嚴重的出生缺陷，雖然醫(yī)師警告了這個女病人，這個人還是懷孕了，而且服用此藥。要獲得消費者的注意，聯(lián)邦藥物管理局（FDA）需要的是非常生動的畸形嬰兒醫(yī)學(xué)證明的圖片。Social marketing involves getting ideas across to consumers rather than selling ，而不是在賣東西。馬蒂菲什拜因，市場營銷學(xué)教授，使用疾病控制中心試圖非法傳播疾病的藥物來降低發(fā)病率。最好的解決辦法是我們能使用戶停止非法毒品。This, however, was deemed to be infeasible. 然而，這被認為是不可行的。有人還斷定，共享針頭的做法太文化根深蒂固的藥物被停止。因此，利用消費者知識的態(tài)度，醫(yī)生菲什拜因創(chuàng)造了一個現(xiàn)實的運動，鼓勵更多的清潔針頭漂白后在使用，這是一個目標。As a final benefit, studying consumer behavior should make us better ，研究消費者行為，會使消費者更聰明。Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundry detergent, you should pay less per ounce than if you bought two 32 ounce ，例如，如果你買了一個64盎司的液體洗滌劑瓶，你要少占每盎司比如果你買了兩個三二盎司瓶。In practice, however, you often pay a size premium by buying the larger ，你經(jīng)常付出更大數(shù)量的大小保費購買。In other words, in this case, knowing this fact will sensitize you to the need to check the unit cost labels to determine if you are really getting a ，在這種情況下，知道這個事實你會意識到檢查單位成本的標簽，以確定是否你真的購買的越來越便宜。Consumer Research Methods市場細分，目標和定位。Segmentation, targeting, and positioning together prise a three stage process. We first (1) determine which kinds of customers exist, then (2) select which ones we are best off trying to serve and, finally, (3) implement our segmentation by optimizing our products/services for that segment and municating that we have made the choice to distinguish ourselves that ，目標和定位共同構(gòu)成一個三階段的過程。我們首先確定哪些類型的客戶存在，選擇哪個是我們試圖服務(wù)的最好的，最后，實施分割來優(yōu)化我們的產(chǎn)品部門/服務(wù)溝通，用我們已經(jīng)作出的選擇來區(qū)分自己的方式。 Segmentation involves finding out what kinds of consumers with different needs exist. In the auto market, for example, some consumers demand speed and performance, while others are much more concerned about roominess and safety. In general, it holds true that “You can39。t be all things to all people,” and experience has demonstrated that firms that specialize in meeting the needs of one group of consumers over another tend to be more 。在汽車市場，例如，一些消費者的需求是速度和性能，而另一些更加關(guān)心寬敞和安全的問題?？偟膩碚f，“你不能讓每個人都滿意”這句話是正確的，經(jīng)驗表明企業(yè)在會議上對另一組的一類消費者的需求專業(yè)往往是更有利可圖。Generically, there are three approaches to marketing. In the undifferentiated strategy, all consumers are treated as the same, with firms not making any specific efforts to satisfy particular groups. This may work when the product is a standard one where one petitor really can39。t offer much that another one can39。t. Usually, this is the case only for modities. In the concentrated strategy, one firm chooses to focus on one of several segments that exist while leaving other segments to petitors. For example, Southwest Airlines focuses on price sensitive consumers who will forego meals and assigned seating for low prices. In contrast, most airlines follow the differentiated strategy: They offer high priced tickets to those who are inflexible in that they cannot tell in advance when they need to fly and find it impractical to stay over a Saturday. These travelers—usually business travelers—pay high fares but can only fill the pla