andConsumerBuying(营销管理,菲利普·科特勒教材)

©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensChapter6ConsumerMarketsandConsumerBuyingBehavior©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens“Tobeabullfighter,youmustfirstlearntobeabull.”-Anonymous©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensChapterObjectives•Nametheelementsofthestimulus–responsemodelofconsumerbehavior•Outlinethemajorcharacteristicsaffectingconsumerbehavior•Explainthebuyerdecisionprocess©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensConsumerBuyingBehavior•Consumerbuyingbehaviorreferstothebuyingbehavioroffinalconsumers–individuals&householdswhobuygoodsandservicesforpersonalconsumption•Thecentralquestionformarketersis:“Howdoconsumersrespondtovariousmarketingeffortsthecompanymightuse?”©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensFivePremisesofConsumerBehavior•Consumebehaviorispurposefulandgoaloriented•Theconsumerhasfreechoice•Consumerbehaviorisaprocess•Consumerbehaviorcanbeinfluenced•Thereisaneedforconsumereducation©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensAModelofConsumerBehavior©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensPersonalCharacteristicsAffectingConsumerBehavior•CulturalFactors•SocialFactors•PersonalFactors•PsychologicalFactors©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensFactorsInfluencingConsumerBehavior©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensCulturalFactors•Cultureisthemostbasicdeterminantofaperson’swantsandbehavior•Subculturesaregroupsofpeoplewithsharedvaluesystemsbasedoncommonlifeexperiencesandsituations•Socialclassesarerelativelypermanentandordereddivisionsinasocietywhosememberssharesimilarvalues,interests,andbehaviors©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSocialFactors•Consumerbehaviorisinfluencedby:–Consumers’groups–Family–Socialroles–Status©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensConsumerGroups•Anindividual’sattitudesandbehaviorareinfluencedbymanysmallgroups•Typesofgroups–Membershipgroups–Referencegroups–Aspirationalgroups•Opinionleaders©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensPersonalFactors•AgeandLife-CycleStage•Occupation•EconomicSituation•Lifestyle–aperson’spatternoflivingasexpressedinhisorheractivities,interests,andopinions©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensPersonalFactors•Lifestyle–ValuesandLifestyles(VALS)framework•AmericanLifestyles–Believers(principleorientedconsumers)–Achievers(successful,work-orientedpeoplewhogetsatisfactionfromtheirjobs)©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensPersonalFactors•Personalityisaperson’sdistinguishingpsychologicalcharacteristicsthatleadtorelativelyconsistentandlastingresponsestohisorherenvironment•Self-Conceptisthecomplexmentalpicturespeoplehaveofthemselves,alsoknown