高校消费行为学课件（英文版）

CHAPTER1CONSUMERBEHAVIORIASKEDJUANWHATWEREHISMAJORECONOMICCONCERNSHEANSWEREDVERYQUICKLY,“FOODANDCLOTHES,”HESAID“HOWABOUTHOUSING”IASKED“THATISNEVERAPROBLEM,”HESAID,“FORICANALWAYSMAKEAHOUSE”FORJUANANDTHEOTHERS,AHOUSEISNOTAPRESTIGESYMBOLBUTSIMPLYAPLACETOSLEEP,APLACETOKEEPDRYIN,APLACEFORFAMILYPRIVACY,ANDAPLACEINWHICHTOSTORETHINGSITISNOTAPLACETOLIVE,ASTHEWORDISSOMEANINGFULLYUSEDINTHEUNITEDSTATESOURBOOKSCONSUMERBEHAVIORBUILDINGMARKETINGSTRATEGYDELJHAWKINS机械工业出版社消费者行为,迈克尔所罗门等，张莹等译经济科学出版OURPRIMARYGOALOFTHISCOURSEISTOHELPEVERYBODYHEREOBTAINAUSABLEMANAGERIALUNDERSTANDINGOFCONSUMERBEHAVIORTHEKEYASPECTOFTHISOBJECTIVEISFOUNDINTHEPHRASEOFUSABLEMANAGERIALUNDERSTANDING1,THEKEYOFMARKETINGISTHEMANAGINGOFCONSUMERDESIRES2,AMOREEFFECTIVEMARKETINGMANAGINGISBASEDONTHECONSUMERBEHAVIORCUSTOMERVALUECUSTOMERVALUEISTHEDIFFERENCEBETWEENALLTHEBENEFITSDERIVEDFROMATOTALPRODUCTANDALLCOSTSOFACQUIRINGTHOSEBENEFITSFOREXAMPLE,OWNINGACARCANPROVIDEANUMBEROFBENEFITSDEPENDINGONTHEPERSONANDTHETYPEOFCAR,INCLUDINGFLEXIBLETRANSPORTATION,IMAGE,STATUS,PLEASURE,COMFORT,ANDEVENCOMPANIONSHIPHOWEVER,SECURINGTHESEBENEFITSREQUIRESPAYINGFORTHECAR,GASOLINE,ADDINGTOENVIRONMENTALPOLLUTION,ANDDEALINGWITHTRAFFICJAMSANDOTHERFRUSTRATIONSITISTHEDIFFERENCEBETWEENTHETOTALBENEFITSANDTHETOTALCOSTSTHATCONSTITUTESCUSTOMERVALUEMARKETINGSTRATEGYISFORMULATEDINTERMSOFTHEMARKETINGMIXTHATIS,ITINVOLVESDETERMININGTHEPRODUCTFEATURES,PRICE,COMMUNICATIONS,DISTRIBUTION,ANDSERVICESTHATWILLPROVIDECUSTOMERSWITHSUPERIORVALUETHISENTIRESETOFCHARACTERISTICSISOFTENREFERREDTOASTHETOTALPRODUCTTHETOTALPRODUCTISPRESENTEDTOTHETARGETMARKET,WHICHISCONSISTENTLYENGAGEDINPROCESSINGINFORMATIONANDMAKINGDECISIONSDESIGNEDTOMAINTAINORENHANCEITSLIFESTYLEINDIVIDUALSANDHOUSEHOLDSORPERFORMANCEBUSINESSESANDOTHERORGANIZATIONSMARKETINGSKILLSMARKETINGSKILLSWOULDINCLUDENEWPRODUCTDEVELOPMENTCAPABILITIES,CHANNELSTRENGTH,ADVERTISINGABILITIES,SERVICECAPABILITIES,MARKETINGRESEARCHABILITIES,MARKETANDCONSUMERKNOWLEDGE,ANDSOFORTHAFIRMMUSTFULLYUNDERSTANDITSOWNABILITYTOMEETCUSTOMERNEEDSTHISINVOLVESEVALUATINGALLASPECTSOFTHEFIRM,INCLUDINGITSFINANCIALCONDITION,GENERALMANAGERIALSKILLS,PRODUCTIONCAPABILITIES,RESEARCHANDDEVELOPMENTCAPABILITIES,TECHNOLOGICALSOPHISTICATION,REPUTATION,ANDMARKETINGSKILLSCONSUMERBEHAVIORTHEFIELDOFCONSUMERBEHAVIORISTHESTUDYOFINDIVIDUALS,GROUPS,ORORGANIZATIONSANDTHEPROCESSESTHEYTOSELECT,SECURE,USE,ANDDISPOSEOFPRODUCTS,SERVICES,EXPERIENCES,ORIDEASTOSATISFYNEEDSANDTHEIMPACTSTHATTHESEPROCESSESHAVEONTHECONSUMERANDSOCIETYCONSUMERBEHAVIORTHEORYPROVIDESTHEMANAGERWITHTHEPROPERQUESTIONSTOASKWHATTHEYTHINKOFOURPRODUCTSANDTHOSEOFOURCOMPETITORSWHATTHEYTHINKOFPOSSIBLEIMPROVEMENTONOURPRODUCTSHOWTHEYUSEOURPRODUCTSWHATATTITUDESTHEYHAVEABOUTOURPRODUCTSANDOURADVERTISINGWHATTHEYFEELABOUT“ROLES”INTHEFAMILYANDSOCIETYWHATTHEIRHOPESANDDREAMSAREFORTHEMSELVESANDTHEIRFAMILIESCONSUMERBEHAVIORISACOMPLEX,MULTIDIMENSIONALPROCESSITISIMPORTANTTONOTETHATALLMARKETINGDECISIONSANDREGULATIONSAREBASEDONASSUMPTIONSABOUTCONSUMEBEHAVIORITISIMPOSSIBLETOTHINKOFAMARKETINGDECISIONFORWHICHTHISISNOTTHECASEMARKETSEGMENTATIONMARKETSEGMENTISAPORTIONOFALARGERMARKETWHOSENEEDSDIFFERSOMEWHATFROMTHELARGERMARKETSINCEAMARKETSEGMENTHASUNIQUENEEDS,AFIRMTHATDEVELOPSATOTALPRODUCTFOCUSEDSOLELYONTHENEEDSOFTHATSEGMENTWILLBEABLETOMEETTHESEGMENTSDESIRESBETTERTHANAFIRMWHOSEPRODUCTORSERVICEATTEMPTSTOMEETTHENEEDSOFMULTIPLESEGMENTSTOBEVIABLE,ASEGMENTMUSTBELARGEENOUGHTOBESERVEDPROFITABLYTOSOMEEXTENT,EACHINDIVIDUALORHOUSEHOLDHASUNIQUENEEDSFORMOSTPRODUCTSTHESMALLERTHESEGMENT,THECLOSERTHETOTALPRODUCTCANBETOTHATSEGMENTSDESIRESHISTORICALLY,THESMALLERTHESEGMENT,THEMOREITCOSTSGOSERVETHESEGMENTTHUS,ATAILORMADESUITCOSTSMORETHANAMASSPRODUCEDSUITHOWEVER,FLEXIBLEMANUFACTURINGANDCUSTOMIZEDMEDIAAREMAKINGITINCREASINGLYCOSTEFFECTIVETODEVELOPPRODUCTSANDCOMMUNICATIONSFORSMALLSEGMENTSOREVENINDIVIDUALCONSUMERSTHESTEPSOFMARKETSEGMENTATION1IDENTIFYINGPRODUCTRELATEDNEEDSETS2GROUPINGCUSTOMERSWITHSIMILARNEEDSETS3DESCRIBINGEACHGROUP4SELECTINGANATTRACTIVESEGMENTTOSERVETHEFIRSTTASKOFTHEFIRMISTOIDENTIFYNEEDSETSTHATTHEORGANIZATIONISCAPABLEORCOULDBECOMECAPABLEOFMEETINGNEEDSETISUSEDTOREFLECTTHEFACTTHATMOSTPRODUCTSINDEVELOPEDECONOMIESSATISFYMORETHANONENEEDTHUS,ANAUTOMOBILECANMEETMORENEEDSTHANJUSTBASICTRANSPORTATIONSOMECUSTOMERSPURCHASECARSTOMEETTRANSPORTATIONANDSTATUSNEEDSOTHERPURCHASETHEMTOMEETTRANSPORTATIONANDFUNNEEDSSTILLOTHERSPURCHASEAUTOMOBILESTOMEETSTATUS,FUN,ANDTRANSPORTATIONNEEDSTHESECONDSTEPISTOGROUPCONSUMERSWITHSIMILARNEEDSETSFOREXAMPLE,THENEEDFORMODERATELYPRICED,FUN,SPORTYAUTOMOBILESAPPEARSTOEXISTINMANYYOUNGSINGLEINDIVIDUALS,YOUNGCOUPLESWITHNOCHILDREN,ANDMIDDLEAGEDCOUPLESWHOSECHILDRENHAVELEFTHOMETHESECONSUMERSCANBEGROUPEDINTOONESEGMENTASFARASPRODUCTFEATURESANDPERHAPSEVENPRODUCTIMAGEARECONCERNEDDESPITESHARPLYDIFFERENTDEMOGRAPHICSTHISSTEPGENERALLYINVOLVESCONSUMERRESEARCHINCLUDINGFOCUSGROUPINTERVIEWS,SURVEYS,ANDPRODUCTCONCEPTTESTSTHETHIRD,ONCECONSUMERSWITHSIMILARNEEDSETSAREIDENTIFIED,THEYSHOULDBEDESCRIBEDINTERMSOFTHEIRDEMOGRAPHICS,LIFESTYLES,ANDMEDIAUSAGEINORDERTODESIGNANEFFECTIVEMARKETINGPROGRAM,ITISNECESSARYTOHAVEACOMPLETEUNDERSTANDINGOFTHEPOTENTIALCUSTOMERSTHUS,WHILEMANYYOUNGSINGLEINDIVIDUALS,YOUNGCOUPLESWITHNOCHILDREN,ANDMIDDLEAGEDCOUPLESWHOSECHILDRENHAVELEFTHOMEMAYWANTTHESAMEFEATURESINANAUTOMOBILE,THEMEDIAREQUIREDTOREACHEACHGROUPANDTHEAPPROPRIATELANGUAGEANDTHEMESTOUSEWITHEACHGROUPWOULDUNDOUBTEDLYDIFFERFINALLY,ONCEWESUREWEHAVEATHOROUGHUNDERSTANDINGOFEACHSEGMENT,WEMUSTSELECTOURTARGETMARKETTARGETMARKETISTHATSEGMENTSOFTHELARGERMARKETONWHICHWEWILLFOCUSOURMARKETINGEFFORTTHISDECISIONISBASEDONOURABILITYTOPROVIDETHESELECTEDSEGMENTWITHSUPERIORCUSTOMERVALUEATAPROFITTHUS,THESIZEANDGROWTHOFTHESEGMENT,THEINTENSITYOFTHECURRENTANDANTICIPATEDCOMPETITION,THECOSTOFPROVIDINGTHESUPERIORVALUE,ANDSOFORTHAREIMPORTANTCONSIDERATIONSMARKETINGCOMMUNICATIONMARKETINGCOMMUNICATIONINCLUDEADVERTISING,THESALESFORCE,PUBLICRELATIONS,PACKAGING,ANDANYOTHERSIGNALTHATTHEFIRMPROVIDESABOUTITSELFANDITSPRODUCTSANEFFECTIVECOMMUNICATIONSTRATEGYREQUIRESANSWERSTOTHEFOLLOWINGQUESTIONS1WITHWHOM,EXACTLY,DOWEWANTTOCOMMUNICATEWHILEMOSTMESSAGESAREAIMEDATTHETARGETMARKETMEMBERS,OTHERAREFOCUSEDONCHANNELMEMBERSORTHOSEWHOINFLUENCETHETARGETMARKETMEMBERSOFTENITISNECESSARYTODETERMINEWHOWITHINTHETARGETMARKETSHOULDRECEIVETHEMARKETINGMESSAGEFORACHILDRENSBREAKFASTCEREAL,SHOULDTHECOMMUNICATIONSBEAIMEDATTHECHILDRENORTHEPARENTSORBOTH2WHATEFFECTDOWEWANTOURCOMMUNICATIONTOHAVEONTHETARGETAUDIENCEOFTENAMANAGERWILLSTATETHATTHEPURPOSEOFADVERTISINGANDOTHERMARKETINGCOMMUNICATIONSISTOINCREASESALESWHILETHISMAYBETHEULTIMATEOBJECTIVE,THEBEHAVIORALOBJECTIVEFORMOSTMARKETINGCOMMUNICATIONSISOFTENMUCHMOREIMMEDIATETHATIS,ITMAYSEEKTOHAVETHEAUDIENCELEARNSOMETHINGABOUTTHEPRODUCT,SEEKMOREINFORMATIONABOUTTHEPRODUCT,LIKETHEPRODUCT,RECOMMENDTHEPRODUCTTOOTHERS,FEELGOODABOUTHAVINGBOUGHTTHEPRODUCT,ORAHOSTOFOTHERCOMMUNICATIONSEFFECTS3WHATMESSAGEWILLACHIEVETHEDESIREDEFFECTONOURAUDIENCEWHATWORDS,PICTURES,ANDSYMBOLSSHOULDWEUSETOCAPTUREATTENTIONANDPRODUCETHEDESIREDEFFECTMARKETINGMESSAGESCANRANGEFROMPURELYFACTUALSTATEMENTSTOPURESYMBOLISMDEVELOPINGANEFFECTIVEMESSAGEREQUIRESATHOROUGHUNDERSTANDINGOFTHEMEANINGSTHETARGETAUDIENCEATTACHESTOWORDSANDSYMBOLS,ASAKNOWLEDGEOFTHEPERCEPTIONPROCESS4WHATMEANSANDMEDIASHOULDWEUSETOREACHTHETARGETAUDIENCESHOULDWEUSEPERSONALSALESTOPROVIDEINFORMATIONCANWERELYONTHEPACKAGETOPROVIDENEEDEDINFORMATIONSHOULDWEADVERTISEINMASSMEDIA,USEDIRECTMAIL,ORRELYONCONSUMERSTOFINDUSONTHEINTERNETIFWEADVERTISEINMASSMEDIA,WHICHMEDIATELEVISION,RADIO,MAGAZINES,NEWSPAPERSANDWHICHSPECIFICVEHICLESTELEVISIONPROGRAMS,SPECIFICMAGAZINES,ANDSOFORTHSHOULDWEUSE5WHENSHOULDWECOMMUNICATEWITHTHETARGETAUDIENCESHOULDWECONCENTRATEOURCOMMUNICATIONSNEARTHETIMETHATPURCHASESTENDTOBEMADEOREVENLYTHROUGHOUTTHEWEEK,MONTH,ORYEARDOCONSUMERSSEEKINFORMATIONSHORTLYBEFOREPURCHASINGOURPRODUCTIFSO,WHEREANSWERINGTHESEQUESTIONSREQUIRESANKNOWLEDGEOFTHEDECISIONPROCESSUSEDBYTHETARGETMARKETFORTHISPRODUCTCHAPTER2MOTIVATIONPERSONALITY,ANDEMOTIONRAPPER敲击者，叩门者SAUZACONMEMORATIVOHASBUILTASTRONGPRODUCTPOSITIONASMOOTH,SOMEWHATIRREVERENT（不尊敬的）TEQUILABYUSINGALONGRUNNINGHUMOROUSCAMPAIGNWITHTHE“LIFEISHARSH（粗糙的）,YOURTEQUILA（龙舌兰酒）SHOULDNTBE”TAGLINETHISCHAPTERFOCUSESONTHREECLOSELYRELATEDCONCEPTSCONSUMERMOTIVATION,PERSONALITY,ANDEMOTIONCONSUMERMOTIVATIONISTHEENERGIZINGFORCETHATACTIVATES刺激BEHAVIORANDPROVIDESPURPOSEANDDIRECTIONTOTHATBEHAVIORPERSONALITYREFLECTSTHECOMMONRESPONSESTHATINDIVIDUALSMAKETOAVARIETYOFRECURRING（重复的）SITUATIONSEMOTIONSARESTRONG,RELATIVELYUNCONTROLLABLEFEELINGSTHATAFFECTOURBEHAVIORTHETHREECONCEPTSARECLOSELYINTERRELATEDANDAREFREQUENTLYDIFFICULTTOSEPARATECONSUMERSDONOTBUYPRODUCTSINSTEAD,THEYBUYMOTIVESATISFACTIONORPROBLEMSOLUTIONSTHUS,ACONSUMERDOESNOTBUYATEQUILAORACHEMICALCOMPOUNDWITHCERTAINODORIFEROUS有气味的CHARACTERISTICSHEBUYS“ATMOSPHEREANDHOPEANDTHEFEELINGHEISSOMETHINGSPECIAL”MANAGERSMUSTDISCOVERTHEMOTIVESTHATTHEIRPRODUCTSANDBRANDSCANSATISFYANDDEVELOPTHEIRMARKETINGMIXESAROUNDTHESEMOTIVESASANEXAMPLE,CONSUMERSOFTENBUYPRODUCTSANDSERVICESASAGIFTFORTHEMSELVES,THOUGHTHEYMAYFEELSOMEGUILTATBEINGSELFINDULGENT放纵的MOTIVATIONRESEARCHHASFOUNDTHATPEOPLEMAKESUCHPURCHASESFORAVARIETYOFMOTIVES,INCLUDINGREWARDINGTHEMSELVESFORANACCOMPLISHMENTDISCOVERINGPURCHASEMOTIVESSUPPOSEAMARKETINGRESEARCHERINTERVIEWEDYOUANDASKEDWHYYOUWEARDESIGNERJEANSOROWNAMOUNTAINBIKE,ORWHATEVERODDSAREYOUWOULDOFFERSEVERALREASONSSUCHAS“THEYREINSTYLE,”“MYFRIENDSWEARTHEM,”“ILIKETHEWAYTHEYFIT,”OR“THEYLOOKGOODONME”HOWEVER,THEREMAYBEOTHERREASONSTHATYOUARERELUCTANTTOADMITORPERHAPSARENOTEVENAWAREOF“THEYSHOWTHATIHAVEMONEY,”“THEYMAKEMESEXUALLYDESIRABLE,”OR“THEYSHOWIAMSTILLYOUNG”ALLORANYCOMBINATIONOFTHEABOVEMOTIVESCOULDINFLUENCETHEPURCHASEOFAPAIROFDESIGNERJEANSTHEFIRSTGROUPOFMOTIVEMENTIONEDABOVEWEREKNOWNTOTHECONSUMERANDADMITTEDTOTHERESEARCHERMOTIVESTHATAREKNOWNANDFREELYADMITTEDARECALLEDMANIFEST证明MOTIVESANYOFTHEMOTIVESWEHAVEDISCUSSEDCANBEMANIFESTHOWEVER,MOTIVESTHATCONFORMTOASOCIETYSPREVAILING主流的VALUESYSTEMAREMORELIKELYTOBEMANIFESTTHANARETHOSETHATAREINCONFLICTWITHSUCHVALUESTHESECONDGROUPOFMOTIVESDESCRIBEDABOVEWEREEITHERUNKNOWNTOTHECONSUMERORWERESUCHTHATTHECONSUMERWASVERYRELUCTANTTOADMITTHEMSUCHMOT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