菲利普科特勒营销权威教程Lecture 5 Behavior.ppt

,单击此处编辑母版标题样式,*,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,Lecture Five,Consumer/buyer Behavior,At a glance,A model of buyer,Influences on consumer buying behavior,Stages of the buyer decision process,Business buyer decision process,Marketing,stimuli,Other,stimuli,Product,Price,Place,Promotion,Economic,technological,Political,Cultural,Buyers black box,Buyer,characteristics,Buyer,decision,process,Buyers responses,Product and service,selection,Brand selection,Dealer choice,Reseller selection,Repurchase intervals,Purchase amount,A model of buyer behavior,Buyers behaviors,Who,Where,When,What,How,Buyers behaviors,Cultural,Culture,Subculture,Social class,Social,Household type,Reference groups,Roles and status,personal,age and,life-cycle,stage,Occupation,Education,Economic,situation,Psychological,Motivation,Perception,Learning,Beliefs and,attitudes,Personality,and,self-concept,Factors influencing consumer behavior,Reference groups,Membership groups,Indirect,groups,Primary,groups,Secondary,groups,aspirational,groups,Reluctant,groups,Reference groups,Opinion leaders,Buying,decision,Decider,Buyer,Influencer,Initiator,User,Consumer buying roles,Psychological factors,Motive(Drive),Freuds theory of motivation,Maslow,s hierarchy of needs,Perception,selective exposure,selective distortion,selective retention,Learning,Belief and attitude,Personality and self-concept,SRI International Values and Lifestyles(VALS)typology,VALS2 classifies people according to how they spend their time and money.They divides consumers into eight groups based on tow major dimensions:self-orientation and resources.,Self-orientation,Principle-oriented consumers(buy based upon their views of the world),Status-oriented buyers(on the actions and opinions of others),Action-oriented buyers(driven by their desire for activity,variety,and risk taking),Resource,Abundant resources,Minimal resources,Status,oriented,Believers,Fulfilleds,Principle oriented,Actualizers,Achievers,Strivers,Strugglers,Makers,Experiencers,action,oriented,Minimal resources,Abundant resources,VALS2 lifestyle Classifications,Physiological needs,Safety needs,Social needs,Esteem needs,Self-actualization,needs,Maslows hierarchy of needs,Drive,Cue,Response,Stimuli,Reinforce,Learning,Need,recognition,Internal stimuli,External stimuli,Information,research,Personal,Commercial/public/,Experiential sources,Evaluation of alternatives,Product attributes,degree of importance,Purchase,decision,Attitudes of others,unexpected factors,Postpurchase,behavior,Consumers expectations,Perceived values,cognitive dissonance,Buyer decision process,Awareness,Interest,Evaluation,Trial,Adoption,Stages in the adoption process,-,x-2,34%,Early,majority,34%,Late,majority,13.5%,Early adopter,16%,Laggards,2.5%,Innovators,-,x-,-,x,-,x+,Time of adoption of innovations,Marketing,stimuli,Other,stimuli,Product,Price,Place,Promotion,Economic,technological,Political,Cultural,Competitive,The buying organization,(Organizational influences),Buyer responses,Product or service choice,Supplier choice,Order quantities,Delivery terms and items,Service terms,Payment terms,A model of business buyer behavior,The buying center,(Interpersonal and,individual influences),Buying decision process,The environment,B-to-B,markets,Government,market,Reseller,market,Industrial,market,Institutional,market,Business-to-business markets,Business products,Materials and parts,Capital items,Consumables,Buying,decision,Decider,Buyer,Influencer,gatekeepers,User,Roles in the buying center,Business markets,Fewer buyer,Close supplier-customer relationship,Larger buyer,Geographically concentrated buyer,Derived demand,Inelastic demand,Fluctuating demand,Professional purchasing,Direct purchasing,Reciprocity,Leasing,Environmental,Economic developments,Supply conditions,Technological change,Political and regulatory developments,Competitive developments,Culture and customs,Major influences on business buyer behavior,Organizational,Objectives,Policies,Procedures,Organizational structure,Systems,Interpersonal,Authority,Status,Empathy,Persuasiveness,Individual,Age,Education,Job position,Personality,Risk attitudes,Next week,STP strategies,Assignment:,Reviewing the lecture 5,Text book(chapter 5-6),Case study on the people bank,getting information and writing the outlet on the STP strategies,Text book(chapter 7),