营销管理第章_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 PearsonEducation,Inc.Publishing as Prentice Hall5-11,关键的,心,心理过,程,程,动机,记忆,学习,认知,Copyright,2009 PearsonEducation,Inc.Publishing as Prentice Hall5-12,动机,弗洛伊,德,德,理论,行为受,潜意识,指,指导,马斯洛,需求层,次,次,行为受,未被满,足,足的,最低级,需,需求,所驱动,赫茨伯,格,格,双因素,理,理论,行为受,满意因,素,素和,不满意,因,因素,指导,Copyright,2009 PearsonEducation,Inc.Publishing as Prentice Hall5-13,马斯洛,的,的需求,层,层次,Copyright,2009 PearsonEducation,Inc.Publishing as Prentice Hall5-14,赫茨伯,格,格的双,因,因素理,论,论,不满意,，,，没有,受,受到激,励,励,员工没,有,有不满,意,意，也,没,没有满,意,意,满意和,备,备受激,励,励,满意,因素,不满意,因素,Copyright,2009 PearsonEducation,Inc.Publishing as Prentice Hall5-15,认知,选择性,注,注意,阈下知,觉,觉,选择性,保,保留,选择性,曲,曲解,Copyright,2009 PearsonEducation,Inc.Publishing as Prentice Hall5-16,消费者,购,购买过,程,程,问题认,知,知,信息收,集,集,评价,购买决,策,策,购后行,为,为,Copyright,2009 PearsonEducation,Inc.Publishing as Prentice Hall5-17,方案评,价,价和购,买,买之间,的,的步骤,方案评,价,价,购买意,向,向,预料之,外,外的因,素,素,他人态,度,度,购买决,策,策,Copyright,2009 PearsonEducation,Inc.Publishing as Prentice Hall5-18,消费者,决,决策中,相,相继出,现,现的集,合,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 PearsonEducation,Inc.Publishing as Prentice Hall5-19,顾客如,何,何使用,和,和处置,产,产品,Copyright,2009 PearsonEducation,Inc.Publishing as Prentice Hall5-20,消费者,决,决策的,其,其他理,论,论,消费者,介,介入程,度,度,决策捷,思,思和偏,见,见,心理账,户,户,顾客购,买,买决策,的,的过程,描,描述,Copyright,2009 PearsonEducation,Inc.Publishing as Prentice Hall5-21,顾客购,买,买决策,过,过程概,况,况,要理解,消,消费者,做,做出购,买,买决策,的,的实际,情,情况，,营,营销者,必,必须确,定,定谁做,决,决策，,谁,谁影响,决,决策。,人,人们可,以,以是购,买,买者、,影,影响者,、,、购买,者,者和使,用,用者。,针,针对不,同,同类型,的,的人可,以,以采用,不,不同的,营,营销活,动,动。,Copyright,2009 PearsonEducation,Inc.Publishing as Prentice Hall5-22,消费者,采,采用过,程,程,消费者,的,的采用,过,过程受,许,许多公,司,司无法,控,控制的,因,因素的,影,影响，,包,包括消,费,费者和,组,组织尝,试,试新产,品,品的意,愿,愿、个,人,人影响,，,，以及,新,新产品,的,的特点,。,。,Copyright,2009 PearsonEducation,Inc.Publishing as Prentice Hall5-23,采用过,程,程中的,阶,阶段,采用者,分,分类,Copyright,2009 PearsonEducation,Inc.Publishing as Prentice Hall5-24,采用过,程,程中的,阶,阶段,知晓,兴趣,评价,试用,采用,Copyright,2009 PearsonEducation,Inc.Publishing as Prentice Hall5-25,感知,风,风险,功能,健康,财务,社交,心理,时间,Copyright,2009PearsonEducation,Inc.PublishingasPrenticeHall5-26,问题,讨,讨论,营销,在,在中,国,国：,中国,女,女性,社,社会,角,角色,的,的转,变,变,营销,在,在中,国,国：,独生,代,代,营销,视,视野,：,：,中国,人,人行,为,为中,的,的数,字,字命,理,理,问题,讨,讨论,消费,者,者决,策,策过,程,程是,理性,的。,对阵,消费,者,者决,策,策过,程,程是,感性,的。,Copyright,2009PearsonEducation,Inc.PublishingasPrenticeHall5-27,Copyright,2009PearsonEducation,Inc.PublishingasPrenticeHall5-28,案例,讨,讨论,创新,营,营销,：,：,宜家,（,（中,国,国）,本章,案,案例,：,：,汰渍,在,在中,国,国（,宝,宝洁,）,）,雕牌,的,的挑,战,战,9,、,静,静,夜,夜,四,四,无,无,邻,邻,，,，,荒,荒,居,居,旧,旧,业,业,贫,贫,。,。,。,。12,月,月-2212,月,月-22,Saturday,December31,2022,10,、雨中黄叶,树,树，灯下白,头,头人。14:21:3914:21:3914:21,12/31/20222:21:40 PM,11,、以,我,我独,沈,沈久,，,，愧,君,君相,见,见频,。,。12,月,月-2214:21:4014:21,Dec-2231-Dec-22,12,、故人江,海,海别，几,度,度隔山川,。,。14:21:4014:21:4014:21,Saturday,December 31,2022,13,、乍见,翻,翻疑梦,，,，相悲,各,各问年,。,。12月-2212月-2214:21:4014:21:40,December31,2022,14,、他乡生白,发,发，旧国见,青,青山。31 十二,月,月 20222:21:40 下午14:21:4012月-22,15,、,比,比,不,不,了,了,得,得,就,就,不,不,比,比,，,，,得,得,不,不,到,到,的,的,就,就,不,不,要,要,。,。,。,。十,二,二,月,月222:21,下,下,午,午12,月,月-2214:21,December31,2022,16,、,行,行,动,动,出,出,成,成,果,果,，,，,工,工,作,作,出,出,财,财,富,富,。,。,。,。2022/12/3114:21:4014:21:40,31December2022,17,、做前,，,，能够,环,环视四,周,周；做,时,时，你,只,只能或,者,者最好,沿,沿着以,脚,脚为起,点,点的射,线,线向前,。,。2:21:40 下,午,午2:21 下,午,午14:21:4012月-22,9,、没有失,败,败，只有,暂,暂时停止,成,成功！。12月-2212月-22,Saturday,December 31,2022,10,、很多事,情,情努力了,未,未必有结,果,果，但是,不,不努力却,什,什么改变,也,也没有。,。,。14:21:4