消费者行为学-课件.ppt

1、 河南省高等学校双语教学示范课程 消费者行为学Consumer Behavior主讲人：郭震主讲人：郭震河南财经政法大学河南财经政法大学ProductKeep ItemGet rid of Item PermanentlyGet rid of Item TemporarilyUse it to Serve Original purpose Convert it to serve a new purposeStore itRent itLoan itThrow it awayGive it awayTrade itSell itTo be resoldTo be usedDirectly to

2、consumerThrough middlemanTo middleman5.What is Disposal Options?5.What is Disposal Options?o Marketing stagy of solving the dissatisfaction is to recognize the consumers value and observe the dissatisfaction and their complaint.6.What is dissatisfaction behavior?6.What is dissatisfaction behavior?某商

3、场老板一次偶然听到了两位顾客抱怨卫生纸卷太大，感到很奇怪，马上就去问顾客，卷大、量多不好吗？原来顾客是一个低档宾馆的采购人员，由于宾馆投宿客人素质较低，每天放到卫生间里可用几天的卫生纸，往往当天就没了，这造成了宾馆管理成本的上升。这位商场老板了解情况后，立即从造纸厂订购了大量小卷卫生纸，并派人到各个低档宾馆去推销，结果受到普遍的欢迎。案 例 o 每组根据产品先进行品牌列举。o 每组邀请3位同学进班，进行品牌忠诚度的测定（1）手机（2）洗发水（3）牙膏（4）鞋（5）饮料（6)面霜课堂讨论（课堂讨论（brand loyalty)Why is the consumers purchase impor

4、tant？信息信息(information)Title in hereMarketing field商品商品（goods）服务服务（service）事件事件（events）体验体验（experiences）人物人物（persons）体验体验（experiences）观念观念（ideas）Marketing people are involved in marketing 8 types of entities:product and consumers behaviorproduct and consumers behavior Product form Vision and feeling

5、touch Product designProduct packageColour,Size,image企业企业消费者消费者企业企业消费者消费者 Brand ValueUtilityCulture of enterprises brand and consumers behaviorbrand and consumers behavior A brand is name,term,sign,symbol,design,or a combination of these,intended to identify the goods or services of a company or a gr

6、oup of companies.企业企业消费者消费者 PriceSensibilityPricing Strategybrand and consumers behaviorbrand and consumers behaviorPricing strategy Pricing on time Pricing on style Pricing on consumer Pricing on place企业企业消费者消费者 Consumer psychologyAD Theme and originalityAD presentationpromotion and consumers behav

7、iorpromotion and consumers behavior57%Description of the contentsIntegrated Marketing Communicationcharaters Influence the actions From the potential Consumers Use all the methods Get the Synergy Set up relationshipPlease discuss the following advertisments,and answer why the advertisements cant be accepted by the consumers?小组讨论小组讨论第一组同学第一组同学第二组同学第二组同学第三组同学第三组同学第四组同学第四组同学Structure of Chapter 4社会因素文化因素心理因素经济因素生理因素营销要素Consumers BehaviorNeed Collect InformationEvaluatingPurchasingUsing DisposingNatureDrivenForceFeelingStudying刺激Self-Image反应