【正文】 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. For example, Southwest Airlines focuses on price sensitive consumers who will forego meals and assigned seating for low prices. Usually, this is the case only for modities.t offer much that another one can39。 In the undifferentiated strategy, all consumers are treated as the same, with firms not making any specific efforts to satisfy particular groups.總的來說，“你不能讓每個(gè)人都滿意”這句話是正確的，經(jīng)驗(yàn)表明企業(yè)在會(huì)議上對另一組的一類消費(fèi)者的需求專業(yè)往往是更有利可圖。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 。 In the auto market, for example, some consumers demand speed and performance, while others are much more concerned about roominess and safety.我們首先確定哪些類型的客戶存在，選擇哪個(gè)是我們試圖服務(wù)的最好的，最后，實(shí)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, targeting, and positioning together prise a three stage process.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(gè)事實(shí)你會(huì)意識(shí)到檢查單位成本的標(biāo)簽，以確定是否你真的購買的越來越便宜。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(gè)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(gè)三二盎司瓶。因此，利用消費(fèi)者知識(shí)的態(tài)度，醫(yī)生菲什拜因創(chuàng)造了一個(gè)現(xiàn)實(shí)的運(yùn)動(dòng)，鼓勵(lì)更多的清潔針頭漂白后在使用，這是一個(gè)目標(biāo)。This, however, was deemed to be infeasible. 然而，這被認(rèn)為是不可行的。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。要獲得消費(fèi)者的注意，聯(lián)邦藥物管理局（FDA）需要的是非常生動(dòng)的畸形嬰兒醫(yī)學(xué)證明的圖片。第二個(gè)應(yīng)用是公共政策 。 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。 There are four main applications of consumer behavior:消費(fèi)行為有四個(gè)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(dòng)。How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer。Limitations in consumer knowledge or information processing abilities influence decisions and marketing oute。媒體是如何影響他或她的購買環(huán)境。The psychology of how consumers think, feel, reason, and select between different alternatives (eg, brands, products)。 Consumers differ in the values they hold.Thus, many marketers offer a money back guarantee. 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 like variety more than others, and some are more receptive to stimulation and excitement in trying new stores. Perception influences decisions.For example, one may be more careful choosing a gift for an inlaw than when buying the same thing for one self.Thus, firms that make products that are selected predominantly through external search must invest in having information available to the consumer in need, through brochures, web sites, or news coverage.A number of factors involve consumer choices. Before buying a car, for example, the consumer may ask friends39。s restaurant from memory before it will be considered. For example, few people will search the Yellow Pages for fast food restaurants。Consumers engage in both internal and external information search. Internal search involves the consumer identifying alternatives from his or her memory. In advertising, it is important to portray the desired endstates. A handgun may aim bullets with precision, which enables the user to kill an intruder, which means that the intruder will not be able to harm the consumer39。Thus, for example, a consumer may see that a car has a large engine, leading to fast acceleration, leading to a feeling of performance, leading to a feeling of power, which ultimately improves the consumer39。s motivation for buying products.In general, consumer involvement will be higher for products that are very expensive or are highly significant in the consumer39。 In reality, people may go back and forth between the stages.You might buy a new car, buy a used car, take your car in for repair, ride the bus, ride a taxi, or ride a skateboard to work. This second method is more useful when no specific product dimensions have been identified as being of particular interest or when it is not clear what the variables of difference are for the product category.Information Search and Decision Making. Problem Recognition. One model of consumer decision making involves several steps. The first one is problem recognition —you realize that something is not as it should be. Instead, subjects are asked to rate the extent of similarity of different pairs of products Using a puter algorithms, the puter then identifies positions of each brand on a map of a given number of dimensions.s perception on each dimension is relatively clear. In the a priori approach, market researchers identify dimensions of interest and then ask consumers about their perceptions on each dimension for each brand.s brand in a more desirable direction by selectively promoting certain points.Here, we identify how products are perceived on two or more “dimensions,” allowing us to plot brands against each other.s brand and those of petitors are perceived.Thus, McD39。s has a great reputation for fast, consistent quality, family friendly food, it would be difficult to convince consumers that McDonald39。 Firms may already have an established reputation. Secondly, how large is the segment, and how can we expect it to grow? First, how well are existing segments served by other manufacturers? We now put these variables together to arrive at various bination