《营销管理科特勒第十二版第6章英文ppt课件》由会员分享，可在线阅读，更多相关《营销管理科特勒第十二版第6章英文ppt课件（22页珍藏版）》请在金锄头文库上搜索。
1、MARKETINGMANAGEMENT712eqitionAnalyzingConsumerMarketsRKoilerRKellerChapterQuestions目Howdoconsumercharacteristicsinfluencebuyingbehavior?目WhatmajorpsychologicalprocessesinfluenceconsumerresponsestothemarkeiingDrogram72目Howdoconsumersmakepurchasingdecisions?目Howdomarketersanalyzeconsumerdecisionmaking
2、?saWhatInfluencesConsumerBehavior?目Culturalfactors目Socialfactors目PersonalfactorssaCultureThefundamentaldeterminantofapersonswantsandbehaviorsacquiredthroughsocializationprocesseswithiamiilyandotherkeyinstitutions:.4“sSubcultures目NationalitiesReligionsRacialgroupsGeographicregionsaSpecialinterestss5F
3、astFactsAboutAmericanCultureTheaverageAmericanchews300sticksofgumayeargoestothemovies9timesayeartakes4tripsperyearattendsasportingevent7iimeseachyears5SocialClassesUpperuppersLoweruppersUppermiddlesMiddleclassWorkingclassUpperlowersLowerlowers57CharacteristicsofSocialClassesaWithinaclass,peopletendtobehavealike.。Socialclassconveysperceptionsofinferiororsuperiorposition.ClassInaybeindicatedbyaclusterofvariables(occupaiioryincome,wealth).aClassdesignationismobileovertime:.59SocialFactors5h世“sReferenceGroups目Membership目PrimarySecondary目Aspirarional目Dissociatives
