科特勒营销管理下载_Marketing_Management06

Click to edit Master title style,Click to edit Master text styles,Second Level,Third Level,Fourth Level,Fifth Level,*,Chapter 6,Analyzing Consumer,Markets and,Buying Behavior,Marketing Management,Tenth Edition,Philip Kotler,1,Objectives,Influences on Buying Behavior,Buyer Decision Making,2,3,4,Simple Response Model,Stimulus,Organism,Response,5,Model of Buying Behavior,Buyers decision,process,Problem recognition,Information search,Evaluation,Decision,Postpurchase,behavior,Other,stimuli,Economic,Technological,Political,Cultural,Buyers,characteristics,Cultural,Social,Personal,Psychological,Buyers decisions,Product choice,Brand choice,Dealer choice,Purchase timing,Purchase amount,Marketing,stimuli,Product,Price,Place,Promotion,6,Culture,Cultural Factors,Subculture,Social Class,Buyer,7,Social Factors,Reference,Groups,Roles &,Statuses,Family,8,Influences on Consumer Behavior,Personal Influences,Age and Family Life,Cycle Stage,Lifestyle,Occupation &,Economic Circumstances,Personality &,Self-Concept,9,Psychological Factors,Perception,Learning,Beliefs &,Attitudes,Motivation,10,Maslows Hierarchyof Needs,Psychological needs,(food, water, shelter),1,Safety needs,(security, protection),2,Social needs,(sense of belonging, love),3,Esteem needs,(self-esteem, recognition),4,Self-,actualization,(self-development,and realization),5,11,Four Types of Buying Behavior,Complex,Buying,Behavior,Dissonance-,Reducing Buying,Behavior,Variety-,Seeking,Behavior,Habitual,Buying,Behavior,Significant,differences,between,brands,Few,differences,between,brands,High,Involvement,Low,Involvement,12,Consumer BuyingProcess,Problem,recognition,Information,search,Evaluation of,alternatives,Purchase,decision,Postpurchase,behavior,13,Total,Set,Decision Making Sets,Aware-,ness,Set,Consid-,eration,Set,Choice,Set,Decision,14,Steps Between Evaluation of Alternatives and a Purchase Decision,Evaluation,of,alternatives,Purchase,decision,Unanticipated,situational,factors,Attitude,of others,Purchase,intention,15,How Customers Use orDispose of Products,Product,Get rid of it,temporarily,Get rid of it,permanently,Keep it,Loan it,Rent it,Store it,Convert,to new,purpose,Use for,original,purpose,Give it,away,Trade it,Sell it,Throw it,away,Direct to,consumer,To,intermediary,Through,middleman,To be,used,To be,(re)sold,16,Review,Influences on Buying Behavior,Buyer Decision Making,17,