消费者行为学第13章学习教案

1、会计学1第一页，共31页。第1页/共30页第二页，共31页。第2页/共30页第三页，共31页。现在，98%的美国男性在使用香皂洗脸，而香皂可能会使他们的干性皮肤更加干燥。对beiersdorf来说，目前是一个大好时机，美国的男性化妆品市场已经具备(jbi)了进入的条件。职场激烈的竞争、男性和女性之间不断变化的力量对比以及年轻一代蓬勃发展的势头。各年龄段的美国男性都认识到了拥有好的外表不但能够改善个人生活，还能给自己的职业发展增添优势。第3页/共30页第四页，共31页。妮维雅男性护肤品要想在市场获得成功，beiersdorf公司必须首先唤起男性认识到他们(t men)当前面部护理存在的问题。一旦

2、公司能够激起问题认知，男性消费者就会进入产品评价、购买和试用阶段。第4页/共30页第五页，共31页。第5页/共30页第六页，共31页。A consumer may be very involved with a brand (e.g., Starbucks) or a product category, BUThave low purchase involvement due to brand loyalty, time pressures, etc. or is very different from purchase involvement.第6页/共30页第七页，共31页。第7页/共30

3、页第八页，共31页。Nominal decisions occur when there is very low involvement with the purchase.名义型决策往往发生在对购买(gumi)的介入程度很低的情况下。A completely nominal decision does not even include consideration of the “do not purchase” alternative.一个纯粹的名义型决策甚至丝毫不考虑选择其他品牌的可能性。 Consumer buys Campbells without considering other

4、brands, its price, etc.13.1.1名义名义(mngy)型决策型决策Nominal Decision Making第8页/共30页第九页，共31页。第9页/共30页第十页，共31页。Middle ground between nominal and extended decision making.是介于(ji y)名义型决策和扩展型决策之间的一种决策类型。Involves recognizing a problem for which there are several possible solutions.有限型决策涉及对一个有着几种 选择方案的问题的认知。 Deci

5、sion based only on buying the cheapest rolls.13.1.2有限性决策有限性决策(juc)Limited Decision Making第10页/共30页第十一页，共31页。It is a response to the high level of purchase involvement.扩展型决策发生在购买介入程度很高的情况下。During post-purchase evaluation, doubts are likely and a thorough evaluation takes place.消费者在购买产品之后，很容易对购买决策的正确性

6、产生怀疑，从而(cng r)引发对购买的全面评价。13.1.3扩展性决策扩展性决策(juc)Extended Decision Making第11页/共30页第十二页，共31页。第12页/共30页第十三页，共31页。日常性的购买(gumi)意料之外(y lio zh wi)的问题其他问题情绪第13页/共30页第十四页，共31页。第14页/共30页第十五页，共31页。第15页/共30页第十六页，共31页。1.The magnitude of the discrepancy between the desired and actual states, and理想(lxing)状态与现实状态之间差距

7、的大小2.The relative importance of the problem该问题的相对总要性Desire to resolve a particular problem depends on:消费者解决消费者解决(jiju)某一特定问题的意欲水平取决于两个因素：某一特定问题的意欲水平取决于两个因素：In general, importance is determined by how critical the problem is to maintenance of desired lifestyle.总的来说，重要性取决于该问题对于保持消费者理想的生活方式是否(sh fu)关键。

8、第16页/共30页第十七页，共31页。An is one the consumer is aware of or will become aware of in normal course of events.主动型问题是指消费者在正常情况下就会意识或将要意识到的问题。:Only require marketer to convince consumers that its brand is the superior solution. An is one of which the consumer is not aware.被动型问题则是消费者尚未意识的问题。:Marketer must c

9、onvince consumers that they have the problem AND that their brand is a superior solution.第17页/共30页第十八页，共31页。Nonmarketing Factors Affecting Problem Recognition第18页/共30页第十九页，共31页。 is a challenge to marketers because it means that consumers switch brands for reasons beyond a companys control.第19页/共30页第

10、二十页，共31页。13.4 问题认知问题认知(rn zh)与营销策略与营销策略Marketing Strategy and Problem RecognitionA Discovering Consumer Problems 消费者问题的发现消费者问题的发现(fxin)B Responding to Consumer Problems 对消费者问题的应对对消费者问题的应对C Helping Consumers Recognize Problems 帮助消费者认识问题帮助消费者认识问题D Suppressing Problem Recognition 压制问题认知压制问题认知第20页/共30页第

11、二十一页，共31页。A wide variety of approaches are used to determine the problems consumers face. 第21页/共30页第二十二页，共31页。Surveys and focus groups use one of the following approaches to problem identification:1. Activity AnalysisFocuses on a particular activity to determine what problems consumers encounter dur

12、ing the performance of the activity.2. Product AnalysisExamines the purchase or use of a particular product or brand. Consumers may be asked about problems associated with using a product or brand.3. Problem AnalysisStarts with a problem and asks which activities, products, or brand are associated w

13、ith (or perhaps could eliminate) those problems第22页/共30页第二十三页，共31页。第23页/共30页第二十四页，共31页。Once a consumer problem is identified, the manager may structure the marketing mix to solve the problem. This can involve:Developing a new product or altering an existing oneModifying channels of distributionChang

14、ing pricing policy, orRevising advertising strategy第24页/共30页第二十五页，共31页。Involves a discrepancy that a variety of brands within a product category can reduceIncreasing generic problem recognition generally results in an expansion of the total marketInvolves a discrepancy only one brand can solveFirms

15、attempt to cause selective problem recognition to gain or maintain market share第25页/共30页第二十六页，共31页。Approaches to Activating Problem Recognition激发问题激发问题(wnt)认知的方法认知的方法How can a firm influence problem recognition?Recall that problem recognition is a function of the importance, and the magnitude of a d

16、iscrepancy between the desired state and an existing state第26页/共30页第二十七页，共31页。Many marketing efforts attempt to influence the desired state, often advertising the benefits their products will provide and hoping that these benefits will become desired by consumers.It is also possible to influence per

17、ceptions of the existing state through advertisements.第27页/共30页第二十八页，共31页。The Timing of Problem Recognition问题认知问题认知(rn zh)的时机的时机Consumers often recognize problems at times when purchasing a solution is difficult or impossible, such as deciding to purchase a generator during a hurricane becoming awar

18、e of the need for health insurance after being hospitalizedA common marketing strategy is to trigger problem recognition in advance of the actual problem第28页/共30页第二十九页，共31页。13.4.4压制问题压制问题(wnt)认知认知Suppressing Problem RecognitionObviously marketers do not want their current customers to recognize problems with their brands. Effective quality control and distribution (limited out-of-stock situation