消费者行为学-课件

河南省高等学校双语教学示范课程

《消费者行为学》ConsumerBehavior主讲人：郭震河南财经政法大学河南省高等学校双语教学示范课程《消费者行为学》1ProductKeepItemGetridofItemPermanentlyGetridofItemTemporarilyUseittoServeOriginalpurposeConvertittoserveanewpurposeStoreitRentitLoanitThrowitawayGiveitawayTradeitSellitToberesoldTobeusedDirectlytoconsumerThroughmiddlemanTomiddleman5.WhatisDisposalOptions?ProductKeepItemGetridofIteMarketingstagyofsolvingthedissatisfactionistorecognizetheconsumers’valueandobservethedissatisfactionandtheircomplaint.6.Whatisdissatisfactionbehavior?6.Whatisdissatisfactionbeha

某商场老板一次偶然听到了两位顾客抱怨卫生纸卷太大，感到很奇怪，马上就去问顾客，卷大、量多不好吗？原来顾客是一个低档宾馆的采购人员，由于宾馆投宿客人素质较低，每天放到卫生间里可用几天的卫生纸，往往当天就没了，这造成了宾馆管理成本的上升。这位商场老板了解情况后，立即从造纸厂订购了大量小卷卫生纸，并派人到各个低档宾馆去推销，结果受到普遍的欢迎。

案例某商场老板一次偶然听到了两位顾客抱怨卫生纸卷太每组根据产品先进行品牌列举。每组邀请3位同学进班，进行品牌忠诚度的测定（1）手机（2）洗发水（3）牙膏（4）鞋（5）饮料（6)面霜课堂讨论（brandloyalty)每组根据产品先进行品牌列举。课堂讨论（brandloyaWhyistheconsumerspurchaseimportant？Whyistheconsumerspurchase信息(information)TitleinhereMarketingfield商品（goods）服务（service）事件（events）体验（experiences）人物（persons）体验（experiences）观念（ideas）Marketingpeopleareinvolvedinmarketing8typesofentities:信息(information)TitleinhereMaproductandconsumersbehavior

ProductformVisionandfeelingtouchProductdesignProductpackageColour,Size,image企业消费者productandconsumersbehavior企业消费者

BrandValueUtilityCultureofenterprisesbrandandconsumersbehavior企业消费者BrandValuebrandandcon

Abrandisname,term,sign,symbol,design,oracombinationofthese,intendedtoidentifythegoodsorservicesofacompanyoragroupofcompanies.Abrandisname,term,sign,企业消费者

PriceSensibilityPricingStrategybrandandconsumersbehavior企业消费者PricebrandandconsumersPricingstrategy

Pricingontime

Pricingonstyle

Pricingonconsumer

PricingonplacePricingstrategy企业消费者

ConsumerpsychologyADThemeandoriginalityADpresentationpromotionandconsumersbehavior企业消费者Consumerpsychologypromo57%DescriptionofthecontentsIntegratedMarketingCommunicationcharaters

Influencetheactions

FromthepotentialConsumers

Useallthemethods

GettheSynergy

Setuprelationship57%DescriptionofthecontentsPleasediscussthefollowingadvertisments,andanswerwhytheadvertisementscan’tbeacceptedbytheconsumers?小组讨论Pleasediscussthefollowinga第一组同学第二组同学第一组同学第二组同学第三组同学第四组同学第三组同学第四组同学StructureofChapter4社会因素文化因素心理因素经济因素生理因素营销要素Consumer’sBehaviorNee