【正文】 anager, supervisor, etc.參考群體（出在高層次的人 老板，經(jīng)理，監(jiān)督者，等）l Family Members (parents, siblings, etc)家庭成員（父母，同胞，等）l Roles and Status (inherent belief by the buyer(s) that they should act in accordance with set roles or status! In Hawaii – business people don’t wear dress suits to work – more causal! Hence, the sale of suits are limited for business attire.角色與形勢(shì)（購買者固有的信仰就是：他們的行為應(yīng)按照一系列的角色與形勢(shì)！在 Hawaii生意人在工作時(shí)不穿西裝 更隨意！因此，西裝的銷售很有限）Influences on Consumer Behavior消費(fèi)者行為的影響l Personal Influences might include:個(gè)人因素的影響可能包括：l Age and Family Life Cycle Stages年齡與生命周期階段l Occupation and Economic Circumstances of the buyer購買者的職業(yè)與經(jīng)濟(jì)狀況l Lifestyle of the Buyer購買者的生活形態(tài)l Personality and Selfconcept of the buyer購買者的的人格與自我功能Buyers Psychological Factors that need to be considered需考慮購買者的心理因素lMotivation of Buyer(s) 購買者的動(dòng)機(jī)lPerception of Buyer(s) 購買者的感覺lLearning status of Buyer(s) 購買者的了解情況lBeliefs of Buyer(s) 購買者的信任程度lAttitudes of Buyer(s) 購買者的態(tài)度Maslow’s Hierarchy of Needs馬斯洛需求理論? From the bottom up:自下而上? 1) Psychological needs (food, water, shelter)生理需求（食品，水，避難所）? 2) Safety needs (security, protection)安全需求（安全，保護(hù)）? 3) Social needs (sense of belonging, love, affection)社會(huì)需求（歸屬感，愛，影響）? 4) Esteemneeds (selfesteem, recognition)尊重需求（自我尊重，認(rèn)可）? 5) Selfactualization (selfdevelopment and realization)自我實(shí)現(xiàn)（自我發(fā)展和實(shí)現(xiàn)）? CAVEAT: Maslow stated that no one would ever full satisfy the last need (Selfactualization)注意：馬斯洛指出沒有一個(gè)人對(duì)最后的需求（自我實(shí)現(xiàn)）完全滿意Four Types of Buying Behavior購買行為的四種形式l Significant differences between brands Complex buying behaviorAND high involvement by buyer:品牌之間顯著的差異，購買者高度介入 復(fù)雜的購買行為l Significant differences between brands Varietyseeking behaviorAND low involvement by buyer:品牌之間顯著的差異，購買者低度介入 尋求多樣化的購買行為l Few differences between brands DissonancereducingAND high involvement by buyer: buying Behavior.品牌之間顯差異甚小，購買者高度介入 降低不協(xié)調(diào)的購買行為l Few Difference between Brands Habitual Buying BehaviorAND low involvement by buyer:品牌之間差異甚小，購買者低度介入 習(xí)慣性的購買行為Consumer Buying Process消費(fèi)者購買過程l Buyer(s) Problem recognition購買者的 問題認(rèn)知l Buyer(s) Information search購買者的 信息搜集l Buyer(s) Evaluation of alternatives購買者的 評(píng)估方案l Buyer(s) Purchase decision(s)購買者的采購 決策l Buyer(s) Postpurchase behavior (happy, sad, dissonance)購買者的購后行為（高興，悲傷，不和諧）Steps Between Evaluation of Alternatives and a Purchase Decision評(píng)價(jià)方案與購買決定的步驟l At the Evaluation stage, the buyer(s) purchase intention is affected by:評(píng)估階段，購買者的采購意圖受如下情況影響：l Attitudes of others其他人的態(tài)度l Unanticipated situational factors (inheritance received, lost job, got promotion, got demoted, etc)未預(yù)料情況因素（受遺傳，失業(yè)，晉升，降級(jí)等）l Finally, the buyer(s) make the DECISION最后，購買者做決定How Customers Use or Dispose of Products顧客如何使用或支配產(chǎn)品l Get Rid of it temporarily – rent it or loan it. 臨時(shí)放棄 出賃或出租l Get rid of it permanently – give it away (to be resold or to be used), trade it, sell it (to direct customers, through middleman, to intermediary), throw it away.永久放棄 舍讓（脫手或他人使用），折換，出售（直接賣給顧客，經(jīng)由中間商，賣給中間商），丟棄l Keep it – Use it for original purpose, convert to new purpose, store it.繼續(xù)保留 依原用途使用，轉(zhuǎn)換成新品使用，束之高閣Session 2 – Good Afternoon第二部分：下午好Why New Products/Services Fail為什么新產(chǎn)品 /服務(wù)失敗l Overestimated Demand 過分估計(jì)需要l Poor Design 設(shè)計(jì)低劣l Poor Marketing Execution 市場(chǎng)執(zhí)行低劣 l High Development Costs 高額開發(fā)成本l Strong Competitive Reaction (Remember those pesky petitors?) 強(qiáng)烈競(jìng)爭(zhēng)反應(yīng)（記得那些討厭的競(jìng)爭(zhēng)者嗎？）Challenges in New Product Development新產(chǎn)品開發(fā)中的挑戰(zhàn)l Idea Shortage 建議缺欠l Fragmented Markets 分散的市場(chǎng)l Social and Governmental Constraints 社會(huì)和政府強(qiáng)制l Cost 成本l Capital Shortage 資本缺欠l Need for Speed 速度需求l Shorter Product Life Cycles 縮短產(chǎn)品生命周期New Product Development Process新產(chǎn)品開發(fā)過程l Idea Generation 建議產(chǎn)生l Idea Screening 建議篩選l Concept Development and Testing 概念開發(fā)和檢測(cè)l Market Strategy Development 市場(chǎng)戰(zhàn)略開發(fā)l Business Analysis 業(yè)務(wù)分析l Product Development 產(chǎn)品開發(fā)l Market Testingl 市場(chǎng)測(cè)試l Commercialization 商業(yè)化Probability of Success成功的概率Overall Probability of Success成功的所有概率EQUALS等于Probability of Technical Completion技術(shù)完成的概率MULTIPLED BY乘Probability of mercialization given technical pletion技術(shù)完成的商業(yè)化概率MULTIMPLED BY乘Probability of economic success given mercialization商業(yè)化的經(jīng)濟(jì)成功概率Concept Development and Testing概念開發(fā)和檢測(cè)l Develop Product Ideas into Alternative Product Concepts 將產(chǎn)品概念開發(fā)成可替代的產(chǎn)品概念l Concept Testing – Test the Product Concepts with Groups of Target Customersl 概念檢測(cè) 用目標(biāo)顧客群測(cè)試產(chǎn)品概念l Choose the Best One 選擇最佳者Characteristics of the Innovation Rate of Adoption of new Idea新觀點(diǎn)接受的創(chuàng)新率的特性l Relative Advantage – over petition – you’re FIRST 相關(guān)優(yōu)勢(shì) 通過競(jìng)爭(zhēng) 你第一l Compatibility – petitors have nothing to pare with 兼容性 競(jìng)爭(zhēng)者無以為比較l Complexity – yours is the first 復(fù)雜性 你的是第一的l Divisibility – you can devise new uses or product lines 可分割性 你可以發(fā)明新用途或產(chǎn)品線l Communicability – you are first to municate the idea 可傳達(dá)性 你第一個(gè)傳達(dá)觀點(diǎn)Major Decision in International Marketing國際市場(chǎng)的主要決策l Deciding whether to go abroad 決定是否出國l Deciding which markets to enter 決定進(jìn)入哪個(gè)市場(chǎng)l Deciding how to enter the market 決定如何進(jìn)入市場(chǎng)l Deciding on the marketing program 決定市場(chǎng)計(jì)劃l Deciding on the marketing anization 決定市場(chǎng)組織Challenges in Going Global全球化的挑戰(zhàn)l Shifting borders 邊界移動(dòng)l Unstable governments 政治不穩(wěn)定l Foreignexchange rate fluctuations 外匯兌換率動(dòng)搖l Corruption 腐敗l Technological pirating 技術(shù)掠奪Criteria for Entry進(jìn)入原則l Market Attractiveness 市場(chǎng)吸引l Risk Free (Minimal risk existing) 沒有風(fēng)險(xiǎn)（存在最小危險(xiǎn)等級(jí)）l Competitive Advantage