Giáo án Marketing Management Chapter 6 Analyzing Consumer Markets How do consumer characteristics influence buying behavior? What major psychological processes influence consumer responses to the marketing program? How do consumers make purchasing decisions? How do marketers analyze consumer decision making?
Chapter Analyzing Consumer Markets of 67 Chapter Questions How consumer characteristics influence buying behavior? What major psychological processes influence consumer responses to the marketing program? How consumers make purchasing decisions? How marketers analyze consumer decision making? of 67 Chapter contents What influences consumer behavior? Key psychological processes The buying decision process: The five-stage Model Other theories of consumer decision making Debates & discussions of 67 Section What Influences Consumer Behavior? of 67 Introductive Example Crest Used Mobile Phones to Engage Consumers in Its Irresistibility Campaign (p.189) Cell Phones are among the newest marketing frontiers for wireless advertising messages of 67 What Influences Consumer Behavior? Social factors Cultural Factors Personal factors of 67 Cultural factors Culture is the fundamental determinant of a person’s wants and behaviors acquired through socialization processes with family and other key institutions Each culture consists of smaller subcultures that provide more specific identification and socialization for their members of 67 Components of Subcultures Nationalit ies Religions Racial groups Geograph ic regions of 67 Subculture-Based Marketing David’s Bridal Targets the Latino Sub-Culture with its Collection of Quinceañera Dresses of 67 Social Classes Social classes are relatively homogenous and enduring divisions in a society, hierarchically ordered and with members who share similar values, interests, and behavior 10 of 67