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1、Chapter 1,An Introduction toConsumer Behavior,CONSUMER BEHAVIORFourth EditionMichael R. Solomon,Defining Consumer Behavior,Consumer Behavior is the Process Involved When Individuals or Groups Select, Use, or Dispose of Products, Services, Ideas or Experiences to Satisfy Needs and Desires.,Key Concep
2、ts,Process Involving Exchange,Organizationsor Groups,Role Theory,Different Actors,Consumers Impact on MarketingStrategy,Understanding consumer behavior is good business.Firms exist to satisfy consumers needs, soFirms must understand consumers needs to satisfy them.The Process of Marketing Segmentati
3、on:Identifies Groups of Consumers Who are Similar to One Another in One or More Ways, andDevises Marketing Strategies that Appeal to One or More of These Groups.,Segmenting Consumers by Demographic Dimensions,Demographics are Statistics That Measure Observable Aspects of a Population Such As:,Age,Fa
4、mily Structure,Gender,Race and Ethnicity,Geography,Social Class and Income,Relationship Marketing: BuildingBonds With Consumers,Relationship Marketing occurs when a company makes an effort to interact with customers on a regular basis, and gives them reasons to maintain a bond with the company over
5、time.Database Marketing involves tracking consumers buying habits very closely, and crafting products and messages tailored precisely to peoples wants and needs based on this information.,Marketings Impact on Consumers:The Meaning of Consumption,Consumption Typology,Consumption Typology Explores the
6、 Different Ways That Products and Experiences Can Provide Meaning to People. There Are 4 Distinct Types of Consumption Activities:,Semiotics: The Symbols Around Us,InterpretantMeaning Derivedi.e. rugged, individualistic, American,Semiotics is the Study of How Consumers Interpret the Meaning of Symbo
7、ls. Every Marketing Message Has 3 Components:,Object Focus of the Messagei.e. Marlboro Cigarettes,SignSensory Image That Represents the Intended Meanings of the Objects i.e. Marlboro Cowboy,Marketing Ethics,Business Ethics are Rules of Conduct That Guide Actions in the Marketplace - the Standards Ag
8、ainst Which Most People in a Culture Judge What is Right and What is Wrong, Good or Bad.,Respect,Justice,Accountable,Fair,Trustworthy,Concern forOthers,Loyal,Honest,Integrity,Universal Values,Other Marketing Ethics Issues,Do Marketers Create Artificial Needs?Response: Marketing attempts to create aw
9、areness that these needs do exist, rather than to create them. Are Advertising and Marketing Necessary?Response: Yes, if approached from an information dissemination perspective.Do Marketers Promise Miracles?Not if they are honest; they do not have the ability to create miracles.,The Dark Side of Co
10、nsumer Behavior,Addictive Consumption Gambling,Interdisciplinary Influences,Experimental PsychologyClinical PsychologyDevelopmental PsychologyHuman EcologyMicroeconomicsSocial PsychologySociologyMacroeconomicsSemiotics/Literary CriticismDemographyHistoryCultural Anthropology,Individual Focus,Social Focus,Two Perspective on Consumer Research,The Wheel of Consumer Behavior,ConsumerBehavior,Consumers As Decision Makers,Consumers and Culture,Consumers and Subcultures,部分资料从网络收集整理而来，供大家参考，感谢您的关注！,