Marketing Management Kotler Edition 14th_06_ippt

1、6Analyzing Consumer Markets,1,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-2,Chapter Questions,How do consumer characteristics influence buying behavior? What major psychological processes influence consumer responses to the marketing program? How do consumers make purchasing

2、 decisions? In what ways do consumers stray from a deliberate rational decision process?,Consumer Behavior,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-3,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-4,What Influences Consumer Behavior?,Cultural Factors

3、,Social Factors,Personal Factors,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-5,What is Culture?,Culture is the fundamental determinant of a persons wants and behaviors acquired through socialization processes with family and other key institutions.,Copyright 2011 Pearson Edu

4、cation, Inc. Publishing as Prentice Hall 6-6,Subcultures,Nationalities Religions Racial groups Geographic regions,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-7,Fast Facts About American Culture,The average American: chews 300 sticks of gum a year goes to the movies 9 times a

5、 year takes 4 trips per year attends a sporting event 7 times each year,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-8,Social Classes,Upper uppers,Lower uppers,Upper middles,Middle,Working,Upper lowers,Lower lowers,Copyright 2011 Pearson Education, Inc. Publishing as Prentice

6、 Hall 6-9,Social Factors,Reference groups,Family,Social roles,Statuses,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-10,Reference Groups,Membership groups Primary groups Secondary groups Aspirational groups Disassociative groups,Copyright 2011 Pearson Education, Inc. Publishin

7、g as Prentice Hall 6-11,Family Distinctions Affecting Buying Decisions,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-12,Personal Factors,Age Life cycle stage Occupation Wealth,Personality Values Lifestyle Self-concept,Age and Stage of Lifecycle,Copyright 2011 Pearson Education

8、, Inc. Publishing as Prentice Hall 6-13,Occupation and Economic Circumstances,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-14,Personality,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-15,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

9、 6-16,Brand Personality,Sincerity Excitement Competence Sophistication Ruggedness,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-17,Table 6.2 LOHAS Market Segments(Lifestyles of Health and Sustainability),Sustainable Economy Healthy Lifestyles Ecological Lifestyles Alternative

10、Health Care Personal Development,Figure 6.1 Model of Consumer Behavior,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-18,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-19,Motivation,Freuds Theory Behavior is guided by subconscious motivations,Maslows Hiera

11、rchy of Needs Behavior is driven by lowest, unmet need,Herzbergs Two-Factor Theory Behavior is guided by motivating and hygiene factors,Maslows Hierarchy,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-20,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-21,Pe

12、rception,Selective attention Selective retention Selective distortion Subliminal perception,Learning,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-22,Emotions,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-23,Memory,Copyright 2011 Pearson Education, Inc.

13、Publishing as Prentice Hall 6-24,Figure 6.3 State Farm Mental Map,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-25,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-26,Figure 6.4 Consumer Buying Process,Problem Recognition,Information Search,Evaluation of al

14、ternatives,Purchase Decision,Postpurchase Behavior,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-27,Sources of Information,Commercial,Personal,Public,Experiential,Figure 6.5 Successive Sets in Decision Making,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6

15、-28,Table 6.4 A Consumers Brand Beliefs about Laptop Computers,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-29,Figure 6.6 Steps Between Alternative Evaluation and Purchase,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-30,Copyright 2011 Pearson Education

16、, Inc. Publishing as Prentice Hall 6-31,Non-Compensatory Models of Choice,Conjunctive Lexicographic Elimination-by-aspects,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-32,Perceived Risk,Functional Physical Financial Social Psychological Time,Figure 6.7 How Customers Use or Di

17、spose of Products,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-33,Low-Involvement Decision Making,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-34,Decision Heuristics,Availability Representativeness Anchoring and adjustment,Copyright 2011 Pearson Educat

18、ion, Inc. Publishing as Prentice Hall 6-35,Framing,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-36,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-37,Mental Accounting,Consumers tend to Segregate gains Integrate losses Integrate smaller losses with larger gains Segregate small gains from large losses,For Review,How do consumer characteristics influence buying beh