kotler06_basic_marketingmanagement課件-展示頁
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【正文】 . ? Class may be indicated by a cluster of variables (occupation, ine, wealth). ? Class designation is mobile over time. 69 Social Factors Reference groups Social roles Statuses Family 610 Reference Groups ? Membership ? Primary ? Secondary ? Aspirational ? Dissociative 611 Family ? Family of Orientation ?Religion ?Politics ?Economics ? Family of Procreation ?Everyday buying behavior 612 Personal Factors ? Age ? Life cycle stage ? Occupation ? Wealth ? Personality ? Values ? Lifestyle ? Selfconcept 613 Brand Personality ? Sincerity ? Excite
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