chapter3analyzingmarketingopportunity(參考版)
2025-07-18 18:04本頁(yè)面
【正文】 Attitudes Motivation Maslow’s Hierarchy of Needs Psychological 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 Four Types of Buying Behavior Complex Buying Behavior Dissonance Reducing Buying Behavior Variety Seeking Behavior Habitual Buying Behavior Significant differences between brands Few differences between brands High Involvement Low Involvement Consumer Buying Process Problem recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior Total Set Decision Making Sets Aware ness Set Consid eration Set Choice Set Decision Steps Between Evaluation of Alternatives and a Purchase Decision Evaluation of alternatives Purchase decision Unanticipated situational factors Attitude of others Purchase intention How Customers Use or Dispose of Products Product Get rid of it temporarily Get rid of it permanently Keep it Loan it Rent it Store it Convert to new purpose Use for original purpose Give it away Trade it Sell it Throw it away Direct to consumer To intermediary Through middleman To be used To be (re)sold Reference concepts ? Customer value and satisfaction ? Customer value ? Relationship marketing (1)The major factors influencing buying behavior ? Cultural factors ? Social factors ? Personal factors ? Psychological factors Cultural factors ? Culture ? Subculture ? Social class Social class Social classes are relatively homogeneous and enduring divisions in a society,which are hierarchically ordered and whose members share similar values ,interests, and behavior. Social factors ? Reference groups ? Family ? Roles and statuses Reference groups ? Reference groups consists of all the groups that have a direct (facetoface) or indirect influence on the person’s attitudes or behavior. ? Groups having a direct influence on a person are called membership groups.(direct groups) ? Indirect reference groups Reference groups ? Aspirational groups are those the person hopes to join. ? Dissociative groups are those whose values or behavior an individual rejects. ? Opinion leader is the person in informal productrelated munications who offer advice or information about a specific product or product category. Family ? Family procreationone’s spouse and children ? Types of Family Types of Family ? Skippies(studentkids with ine
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