营销管理之分析消费者市场

,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,*,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,MARKETING MANAGEMENT IN CHINA,Philip Kotler Kevin Lane Keller Lu Taihong,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,营销管理（中国版）,第,5,章,分析消费者市场,菲利普,科特勒,-,凯文,莱恩,凯勒,-,卢泰宏,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,2,1. 文化、社会和个人因素如何影响消费者的购买行为？,2. 消费者受到营销刺激时，哪些主要的心理过程会影响其反应行为？,3. 购买者如何作出购买决策？,4. 哪些因素会影响市场的渗透和消费者的采用？,本章问题,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,3,消费者行为的影响因素有哪些？,购买决策过程：,五阶段模型,消费者决策的其他理论,消费者采用过程,采用过程中的各个阶段,影响采用过程的因素,中国移动,创新营销：,宜家,营销在中国：,独生代,营销在中国：,中国女性社会角色之转变,营销视野：,中国人行为中的数字命理,营销视野：,顾客实际如何决策？,案例：汰渍在中国（宝洁）雕牌的挑战,本章内容,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,4,消费者行为的影响因素,文化因素,社会因素,个人因素,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,5,亚文化,国家,宗教,种族,地理区域,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,6,社会因素,参考群体,社会角色,地位,家庭,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,7,参考群体,成员群体,基本群体,次要群体,崇拜群体,隔离群体,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,8,个人因素,年龄,价值观,生命周期,职业,个性,自我概念,财富,生活方式,美国,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,9,品牌个性,中国,坦诚,活力,能力,老练,粗犷,坦诚,活力,能力,老练,粗犷,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,10,消费者行为模型,营销刺激,产品与服务,价格,分销,传播,其他刺激,经济,技术,政治,文化,消费者特征,文化,社会,个人,消费者心理,动机,认知,学习,记忆,购买决策,过程,问题认知,信息收集,方案评价,购买决策,购后行为,购买决策,产品决策,品牌决策,经销商决策,购买数量,购买时间,支付方式,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,11,关键的心理过程,动机,记忆,学习,认知,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,12,动机,弗洛伊德,理论,行为受,潜意识指导,马斯洛,需求层次,行为受,未被满足的,最低级需求,所驱动,赫茨伯格,双因素理论,行为受,满意因素和,不满意因素,指导,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,13,马斯洛的需求层次,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,14,赫茨伯格的双因素理论,不满意，没有受到激励,员工没有不满意，也没有满意,满意和备受激励,满意,因素,不满意,因素,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,15,认知,选择性注意,阈下知觉,选择性保留,选择性曲解,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,16,消费者购买过程,问题认知,信息收集,评价,购买决策,购后行为,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,17,方案评价和购买之间的步骤,方案评价,购买意向,预料之外的因素,他人态度,购买决策,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,18,消费者决策中相继出现的集合,IBM,苹果,戴尔,惠普,东芝,康柏,NEC,IBM,苹果,戴尔,惠普,东芝,康柏,IBM,苹果,戴尔,东芝,IBM,苹果,戴尔,？,全部,品牌集,知晓,品牌集,入围,品牌集,入选,品牌集,决策,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,19,顾客如何使用和处置产品,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,20,消费者决策的其他理论,消费者介入程度,决策捷思和偏见,心理账户,顾客购买决策的过程描述,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,21,顾客购买决策过程概况,要理解消费者做出购买决策的实际情况，营销者必须确定谁做决策，谁影响决策。人们可以是购买者、影响者、购买者和使用者。针对不同类型的人可以采用不同的营销活动。,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,22,消费者采用过程,消费者的采用过程受许多公司无法控制的因素的影响，包括消费者和组织尝试新产品的意愿、个人影响，以及新产品的特点。,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,23,采用过程中的阶段,采用者分类,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,24,采用过程中的阶段,知晓,兴趣,评价,试用,采用,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,25,感知风险,功能,健康,财务,社交,心理,时间,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,26,问题讨论,营销在中国：,中国女性社会角色的转变,营销在中国：,独生代,营销视野：,中国人行为中的数字命理,问题讨论,消费者决策过程是,理性,的。,对阵,消费者决策过程是,感性,的。,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,27,Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-,28,案例讨论,创新营销：,宜家（中国）,本章案例：,汰渍在中国（宝洁）,雕牌的挑战,