RogerD.Blackwell,PaulW.Miniard,andJamesF.Engel,ConsumerBehavior,NinthEditionCopyright?2001byHarcourt,Inc.Allrightsreserved.ConsumerBehaviorandConsumerResearchCHAPTER1Blackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright?2001byHarcourt,Inc.Allrightsreserved.

WhatisConsumerBehavior?Activitiespeopleundertakewhenobtaining,consuming,anddisposingofproductsandservicesObtainingConsumingDisposingConsumerInfluencesOrganizationalInfluencesConsumerBehaviorBlackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright?2001byHarcourt,Inc.Allrightsreserved.

ConsumerInfluencesOrganizationalInfluencesCultureEthnicityPersonalityValuesLife-stageFamilyIncomeFeelingsAttitudesOpinionsAvailableResourcesMotivations PastExperiencesPeerGroupsKnowledgeBrand ProductFeaturesAdvertising WordofMouthPromotions RetailDisplaysPrice QualityService StoreAmbianceConvenienceLoyaltyProgramsPackagingProductAvailabilityBlackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright?2001byHarcourt,Inc.Allrightsreserved.

ObtainingConsumingDisposingConsumerInfluencesOrganizationalInfluencesConsumerBehaviorBlackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright?2001byHarcourt,Inc.Allrightsreserved.

ObtainingConsumingDisposingBlackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright?2001byHarcourt,Inc.Allrightsreserved.

ObtainingConsumingDisposingHowyoudecideyouwanttobuyProductsyouconsiderbuyingWhereyoubuyHowyoupayforproductHowyoutransportproducthomeHowyouuseproductHowyoustoretheproductinyourhomeWhousestheproductHowmuchyouconsumeHowproductcompareswithexpectationsHowyougetridofremainingproductHowmuchyouthrowawayafteruseIfyouresellitemsyourselforthroughaconsignmentstoreHowyourecycleproductsBlackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright?2001byHarcourt,Inc.Allrightsreserved.

OBTAININGHowyoudecideyouwanttobuyProductsyouconsiderbuyingWhereyoubuyHowyoupayforproductHowyoutransportproducthomeCONSUMINGHowyouuseproductHowyoustoretheproductinyourhomeWhousestheproductHowmuchyouconsumeHowproductcompareswithexpectationsDISPOSINGHowyougetridofremainingproductHowmuchyouthrowawayafteruseIfyouresellitemsyourselforthroughaconsignmentstoreHowyourecycleproductsCONSUMERINFLUENCESCulture EthnicityPersonality FamilyLife-stage ValuesIncome AvailableResourcesAttitudes OpinionsMotivations PastExperiencesFeelings PeerGroupsKnowledgeORGANIZATIONALINFLUENCESBrand ProductFeaturesAdvertising WordofMouthPromotions RetailDisplaysPrice QualityService StoreAmbianceConvenienceLoyaltyProgramsPackagingProductAvailabilityConsumerBehaviorBlackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright?2001byHarcourt,Inc.Allrightsreserved.

Why

Study

Consumer

Behavior?ConsumerBehaviorHelpsAnalyzeConsumers’

IncreasingInfluenceConsumerBehaviorEducatesandProtectsConsumersConsumerBehaviorHelpsFormulatePublicPolicyConsumerBehaviorAffectsPersonalPolicyBlackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright?2001byHarcourt,Inc.Allrightsreserved.

ConsumerResearch:How

To

Study

ConsumerBehaviorBlackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright?2001byHarcourt,Inc.Allrightsreserved.

ConsumerResearchMethodsObservationGaininginformationbyobservingconsumersindifferentsituations,innaturalorartificialsettingBlackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright?2001byHarcourt,Inc.Allrightsreserved.

ConsumerResearchMethodsObservationGaininginformationbyobservingconsumersindifferentsituations,innaturalorartificialsettingIn-homeobservation:examininghowandwhenconsumersuseandconsumeproductsintheirhouseholdsShadowing:followingandobservingconsumersintheshoppingandconsumptionprocesses.ResearchersmayaskquestionsaboutreasonsforbehaviorsBlackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright?2001byHarcourt,Inc.Allrightsreserved.

ConsumerResearchMethodsInterviewsandSurveysSurveys:efficientmethodforgatheringinformationfromalargesampleofconsumersbyaskingquestionsandrecordingresponses(telephoneandInternetsurveys,mallinterceptsandmailquestionnaires)Blackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright?2001byHarcourt,Inc.Allrightsreserved.

ConsumerResearchMethodsInterviewsandSurveysSurveys:efficientmethodforgatheringinformationfromalargesampleofconsumersbyaskingquestionsandrecordingresponses(telephoneandInternetsurveys,mallinterceptsandmailquestionnaires)FocusGroups:agroupdiscussionleadbyaskilledmoderatoranddesignedtoprobespecifictopicsin-depthBlackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright?2001byHarcourt,Inc.Allrightsreserved.

ConsumerResearchMethodsInterviewsandSurveysSurveys:efficientmethodforgatheringinformationfromalargesampleofconsumersbyaskingquestionsandrecordingresponses(telephoneandInternetsurveys,mallinterceptsandmailquestionnaires)FocusGroups:agroupdiscussionleadbyaskilledmoderatoranddesignedtoprobespecifictopicsin-depthLongitudinalStudies:repeatedmeasuresofactivitiesovertimetoexaminechangesinbehaviors/opinionsBlackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright?2001byHarcourt,Inc.Allrightsreserved.

ConsumerResearchMethodsExperimentationMeasuringcause-and-effectrelation-shipsbymanipulatingindependentvariablestodeterminetheeffectsofchangesondependentvariables -Laboratoryexperiment -FieldexperimentBlackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright?2001byHarcourt,Inc.Allrightsreserved.

ConsumerResearchMethodsExperimentationMeasuringcause-and-effectrelation-shipsbymanipulatingindependentvariablestodeterminetheeffectsofchangesondependentvariables -Laboratoryexperiment -FieldexperimentIndependentvariablesmightincludeadvertisingfrequencyandpackagedesign.Dependentvariablesmightincludepurchaseintentorbehavior.Blackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright?2001byHarcourt,Inc.Allrightsreserved.

ConsumerResearchMethodsConsumptionResearchBuildsonthethreeprimaryresearchmethodstoexaminehowpeoplebuyanduseproductsandservices.Blackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright?2001byHarcourt,Inc.Allrightsreserved.

ConsumerResearchMethodsConsumptionResearchBuildsonthethreeprimaryresearchmethodstoexaminehowpeoplebuyanduseproductsandservices.Mayuseethnographictoolstounder-standhowvaluesandcultureinfluenceusageofproductsandotherbehaviors.Blackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright?2001byHarcourt,Inc.Allrightsreserved.

ConsumerResearchMethodsConsumptionResearchBuildsonthethreeprimaryresearchmethodstoexaminehowpeoplebuyanduseproductsandservices.Mayuseethnographictoolstounder-standhowvaluesandcultureinfluenceusageofproductsandotherbehaviors.Mayidentifynewusesforexistingproductsornewproducttosatisfyunmetorchangingconsumerneeds.

Blackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright?2001byHarcourt,Inc.Allrightsreserved.

TheUnderlyingPrinciplesofConsumer

BehaviorTheConsumerisSovereignTheConsumerisGlobalConsumersareDifferent;ConsumersareAlikeTheConsumerhasRightsEveryoneNeedstoUnderstandConsumersBlackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright?2001byHarcourt,Inc.Allrightsreserved.

網(wǎng)路行銷推廣策略Loremipsumdolorsitamet,consecteturadipisicingelit.大綱01030204推廣組合推廣目標(biāo)的設(shè)定整合性網(wǎng)路行銷溝通推廣金字塔0506網(wǎng)際網(wǎng)路廣告工具網(wǎng)際網(wǎng)路促銷工具推廣組合最常見的促銷活動：02LOREMIPSUMLOREMIPSUM廣告是一種付費的溝通方式，其是由可認(rèn)明的廣告業(yè)主，透過大眾媒體來說服或影響消費者兩項優(yōu)點：它是在輕鬆的氣氛下，將產(chǎn)品資訊傳遞給消費者。它不會對消費者形成心須立刻作決定的壓力傳統(tǒng)的廣告具有兩項限制無法達(dá)到個人化調(diào)整或修改時較缺乏彈性網(wǎng)路行銷最常被提到的促銷方式而網(wǎng)路廣告市的利潤，也是網(wǎng)站經(jīng)營者的財務(wù)計畫中，被認(rèn)為是成本回收的主要來源公共關(guān)係公共關(guān)係(PublicRelations)簡稱公關(guān)利用資訊去影響民意公眾報導(dǎo)(Publicity)報紙及電視上的新聞報導(dǎo)不用支付費用的一種方式組織並無法擁有充足的主控權(quán)具有較高的公信力若組織平時用心於公共關(guān)係的建立，與媒體廣結(jié)善緣，則可掌握較多的正面公眾報導(dǎo)。人員推銷最傳統(tǒng)的促銷方式人與人面對面接觸時，容易獲得較高的信賴感對於產(chǎn)品本身較複雜、需要詳細(xì)介紹及示範(fàn)者，特別適合人員推銷的方式限制：(1)單位成本較高(2)同時可接觸的總數(shù)量有限虛擬人員具互動性的網(wǎng)站人機(jī)介面，銷售促進(jìn)除了人員推銷、廣告、公眾報導(dǎo)以外，其他可以促進(jìn)產(chǎn)品銷售的行銷活動諸如陳列、展售會、展覽會等等，都可泛稱銷售促進(jìn)像是贈品、折價券、虛擬商展、競賽、抽獎、打折等等，都是銷售促進(jìn)的有效方式網(wǎng)路上常見的例子，有麥當(dāng)勞、肯德基、好樂迪、達(dá)美樂等公司所提供可直接從網(wǎng)路列印的折價券、以及PChome所提供可以在網(wǎng)路上使用的e-coupon等等還有一些網(wǎng)路社群所提供的虛擬貨弊或累積點數(shù)，除了可增加網(wǎng)友忠誠度，其實也具有銷售促進(jìn)的功能。來自

....中國最大的資料庫下載銷售點促銷工具是廣告的延伸零售店面所張貼的促銷海報相當(dāng)高比例的消費者，是屬於未經(jīng)規(guī)劃而臨時決定購買者在最終銷售點，再以陳列、海報等等產(chǎn)品資訊來提醒或刺激消費者的購物慾在網(wǎng)站上一樣可以有類似的銷售點促銷工具直銷具有高度互動性、可發(fā)生在任何地點、便利、效率網(wǎng)路上特別適合直銷：(1)網(wǎng)路媒體具備雙向溝通的互動性。(2)網(wǎng)路上本來就不受到地理限制。(3)網(wǎng)路本來也具便利與效率的優(yōu)勢。(4)很多網(wǎng)站是由製造商直接規(guī)劃經(jīng)營的。(5)在網(wǎng)路世界裏，中間商有減少的趨勢。

人員銷售

電話行銷

型錄

展售會、研討會與教育訓(xùn)練

直接郵件(DM)

公共關(guān)係

媒體廣告

窄

寬

目標(biāo)客戶涵蓋率

每次接觸的成本

高

低

推廣金字塔推廣目標(biāo)(1)告知(Inform)針對新產(chǎn)品在導(dǎo)入市場或在產(chǎn)品生命週期的導(dǎo)入期，賣方特別需要告知消費者新產(chǎn)品的用途、性能。有效的告知，可以將消費者的需要變成慾求提前告知或宣示(Preannouncement)被廣泛運用在軟體業(yè)，其中除了告知與教育的功能之外，還含有欺敵的策略意含推廣目標(biāo)(2)說服(Persuade)說服通常被運用在產(chǎn)品生命週期的成長期，因為競爭者開始出現(xiàn)。說服消費者該品牌比競爭者品牌的產(chǎn)品優(yōu)越或較符合消費者的需求。讓消費者對於品牌建立正面的態(tài)度與偏好。推廣目標(biāo)(3)提醒(Remind)被運用在產(chǎn)品生命週期的成熟期，因為市場上競爭者開始大量出現(xiàn)消費者對產(chǎn)品的效能與品牌的認(rèn)同都已建立，此時是以提醒為主要目標(biāo)再次喚醒消費者使用該品牌愉悅的經(jīng)驗與滿足感反應(yīng)層級模式

AIDA(Attention,Interest,Desire,andAction)模式消費者在接受推廣活動時，所經(jīng)驗的一系列的反應(yīng)，就是所謂的反應(yīng)層級模式。而其中最有名的是AIDA(Attention,Interest,Desire,andAction)模式注意(Attention)興趣(Interest)慾望(Desire)行動(Action)推廣效果的衡量消費者購買決策流程(1)需求的確認(rèn)(2)資訊處理(3)產(chǎn)品評估(4)購買決策(5)購買行為(6)購後的評估推廣目標(biāo)告知說服提醒AIDA模式注意興趣慾望行動整合性網(wǎng)路行銷溝通

(IntegrationMarketingCommunication,IMC)透過不同的媒體所傳播的訊息，可能造成訊息衝突而使行銷溝通無法發(fā)揮多重媒體的綜效，反而彼此相互抵消行銷溝通的效果，「整合性行銷溝通」的概念的出現(xiàn)。就是整合各種不同的傳播工具，傳遞出一致性的訊息給目標(biāo)客戶群整合性網(wǎng)路行銷溝通

(IntegratedInternetMarketingI2M)產(chǎn)品的行銷消費者態(tài)度的形成企業(yè)形象的建立氣氛流行文化員工產(chǎn)品與服務(wù)垃圾公關(guān)新聞故事口耳相傳廣告符號個人經(jīng)驗.整合性網(wǎng)路行銷溝通(IntegratedInternetMarketing)品牌廣告與直接回應(yīng)廣告廣告可以影響消費者的認(rèn)知、情感與態(tài)度(品牌態(tài)度與形象)，進(jìn)而改變購買決策與行為，也就是所謂的品牌廣告。廣告也可以促進(jìn)直接回應(yīng)的銷售，消費者在看到廣告後，引發(fā)消費者主動詢問(慾望)進(jìn)而購買(行動)來自

....中國最大的資料庫下載品牌廣告與直接回應(yīng)廣告

行銷溝通效果衡量AIDA模式注意興趣慾望行動品牌廣告直接回應(yīng)廣告網(wǎng)路行銷溝通效果衡量I1=知覺效率指標(biāo)(AwarenessEfficiency)I2=吸引力效率指標(biāo)(AttractabilityEfficiency)I3=接觸率效率指標(biāo)(ContactEfficiency)I4=交談效率指標(biāo)(ConversionEfficiency)I5=留存效率指標(biāo)(RetentionEfficiency)I1=Q1/Q0I2=Q2/Q1I3=Q3/A2I4=Q4/Q3I5=Q5/Q4Q0=Surfers瀏覽者人數(shù)