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1、【原汁原味】 美国MBA导师 迈克尔R所罗门 授课讲义 消费者行为学英文（珍贵） 职业经理MBA整套实战教程 千本好书免费下载网址 1 C H A P T E R Chapter 1: Consumers Rule 1 CONSUMERS RULE CHAPTER SUMMARY As students will soon see, the field of consumer behavior covers a lot of ground. Whether the consumer is on a shopping trip to the mall or surfing on the Inte
2、rnet, general principles and theories of consumer behavior apply. The formal definition of consumer behavior used in the text is “the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires
3、.” Consumers can be seen as actors on the marketplace stage. As in a play, each consumer has lines, props, and costumes that are necessary to put on a good performance. The roles that consumers perform are among the most important elements to be studied in consumer behavior. Consumer behavior is als
4、o an economic process where exchanges take place. These exchanges often involve many players. In fact, consumers may even take the form of organizations or groups. Whatever the composition, the decisions made by the consumer and these other players are critical to an exchange being carried out succe
5、ssfully to the benefit of all concerned parties. Market segmentation is an important aspect of consumer behavior. Consumers can be segmented along many dimensions. One such dimension is demographics (the statistics that measure the observable aspects of a population, such as age or birth rate). One
6、of the important reasons for segmenting markets is to be able to build lasting relationships (relationship marketing) with the customers. Marketers are currently implementing many practices that seek to aid in forming a lasting bond with the often fickle consumer. One of the most promising of these
7、practices is database marketing wherein consumers buying habits are tracked very closely. The result of this practice is that products and messages can be tailored to peoples wants and needs. For better or for worse, we all live in a world that is significantly influenced by the actions of marketers
8、. Marketers filter much of what we learn. Therefore, consumer behavior is affected by the actions of marketers. Domestic and global consumption practices are examined in this chapter with an eye toward the role of the marketer and the influence of such social variables as culture. The field of consu
9、mer behavior and its application is not, however, without its critics. Ethical practices toward the consumer are often difficult to achieve. “Do marketers manipulate consumers?” is a serious question. Perhaps the answer may be found by examining several secondary questions such as: “Do marketers cre
10、ate artificial needs?” “Are advertising and marketing necessary?” or “Do marketers promise miracles?” The responses to these questions are formulated in this chapter.2 Chapter 1: Consumers Rule As there was a “Dark Force” in the Star Wars trilogy, consumer behavior may also have a dark side. Excesse
11、s, illegal activities, and even theft are not uncommon. Ethical practices do offer positive solutions, however, to most of these problems. The chapter concludes by providing a glimpse of consumer behavior as a field of study and provides a plan for study of the field. Simple decisions (buying a cart
12、on of milk) versus complex decisions (selection of a complex networked computer system) can all be explained if consumer behavior is studied carefully and creatively. Strategic focus and sound consumer research seem to be among several tools that can provide the guiding light that is probably necess
13、ary in our complex and ever-changing world. Lecture Suggestions: (a) The following outline closely follows the outline in the text; (b) In a regular italics box you will find suggestions that should help get a discussion started; (c) In a bold italics box (indicated with *), you will find reference
14、notations to the Figures and Consumer Behavior Challenge questions that have been placed in the outline where they are relevant to the chapter content; (d) You will find special boxed inserts that refer to interesting consumer behavior facts that might be used to make or enhance a point (End Notes a
15、re provided at the end of each chapter in the Instructors Resource Manual). Because it is virtually impossible to do everything that is included here in your course, a good way to use this Chapter Outline is to highlight with a magic marker the portions of the outline you would like to use in class,
16、 the questions you would like to pose, and the ancillary materials you will need. This helps to make a class flow more smoothly. Lastly, it is advised that the instructor assign any of the individual or group projects in advance of topic coverage. In this way, a short lively discussion can be initia
17、ted. CHAPTER OUTLINE 1. Consumer Behavior: People in the Marketplace a. The average consumer can be classified and characterized on the basis of: 1) Demographicsage, sex, income, or occupation. 2) Psychograpicsrefers to a persons lifestyle and personality. b. The average consumers purchase decisions
18、 are heavily influenced by the opinions and behaviors of their family, peers, and acquaintances. 1) The growth of the Web has created thousands of online consumption communities where members share views and product recommendations. 2) Groups exert pressure to conform. c. As a member of a large soci
19、ety, U.S. consumers share certain cultural values or strongly held beliefs about the way the world should be structured. 1) Some of the values are based on subcultures (such as Hispanics or teens). d. The use of market segmentation strategies may be used to target a brand to only specific groups of
20、consumers rather than to everybody. e. Brands often have clearly defined images or “personalities” created by product advertising, packaging, branding, and other marketing strategies that focus on positioning a product in a certain way. f. When a product succeeds in satisfying a consumers specific n
21、eeds or desires, it may be rewarded with many years of brand loyalty. 1) This bond is often difficult for competitors to break. 2) A change in ones life situation or self-concept, however, can weaken the bond. g. Consumers evaluations of products are affected by their appearance, taste, texture, or
22、smell. 1) A good Web site helps people to feel, taste, and smell with their eyes. 2) A consumer may be swayed by the shape and color of a package, symbolism used in a brand name, or even in the choice of a cover model for a magazine. h. In a modern sense, an international image has an appeal to many
23、 consumers. Increasingly, consumers opinions and desires are shaped by input from around the 41 Chapter 1: Consumers Rule world. What Is Consumer Behavior? i. Consumer behavior is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services,
24、ideas, or experiences to satisfy needs and desires. 1) Consumers are actors on the marketplace stage. a) The perspective of role theory takes the view that much of consumer behavior resembles actions in a play. Discussion OpportunityAsk students to consider and even write down some of the roles they
25、 play in life. Have them also consider if they were to describe themselves as a famous actor or actress, who would they be? Ask students to share what they have written, followed by the question, “What does the actor or actress you have selected have to do with the roles you play in life?” b) People
26、 act out many roles and sometimes consumption decisions are affected. c) Evaluation criteria may change depending on which role in the “play” a consumer is following. 2) Consumer behavior is a process. a) Most marketers recognize that consumer behavior is an ongoing process, not merely what happens
27、at the moment a consumer hands over money or a credit card and in turn receives some good or service. b) The exchangea transaction where two or more organizations or people give and receive something of valueis an integral part of marketing. 1. The expanded view emphasizes the entire consumption pro
28、cess. 2. This view would include issues that influence the consumer before, during, and after a purchase. * Use Figure 1-1 Here; Use Consumer Behavior Challenge #5 Here * 3) Consumer behavior involves many different actors. a) A consumer is generally thought of as a person who identifies a need or d
29、esire, makes a purchase, and then disposes of the product during the three stages in the consumption process. b) The purchaser and user of a product might not be the same person. c) A separate person might be an influencer. This person provides recommendations for or against certain products without
30、 actually buying or using them. d) Consumers may be organizations or groups (in which one person may make the decision for the group). * Use Consumer Behavior Challenge #1 Here * 2. Consumers Impact on Marketing Strategy a. Understanding consumer behavior is good business. A basic marketing concept
31、states that firms exist to satisfy consumers needs. 1) Consumer response is the ultimate test of whether a marketing strategy will succeed. 2) Data about consumers helps organizations to define the market and to identify threats and opportunities to a brand. Segmenting Consumers b. The process of ma
32、rket segmentation identifies groups of consumers who are similar to one another in one or more ways and then devises strategies that appeal to one or more groups. There are many ways to segment a market. 42 Chapter 1: Consumers Rule 1) Companies can define market segments by identifying their most f
33、aithful, core customers or heavy users. 2) Demographics are statistics that measure observable aspects of a population, such as birth rate, age distribution, and income. a) The U.S. Census Bureau is a major source of demographic data on families. 3) Important demographic dimensions include: a) Age b
34、) Gender c) Family structure d) Social class and income e) Race and ethnicity f) Lifestyle g)Geography Discussion OpportunityHave students describe themselves demographically. Ask: Does this have any bearing on your purchase patterns? How could a marketer find out about you in a demographic sense? D
35、escribe one purchase occasion where a demographic dimension had an impact on your purchase decision. Relationship Marketing: Building Bonds with Consumers c. Relationship marketing occurs when a company makes an effort to interact with customers on a regular basis, giving them reasons to maintain a
36、bond with the company over time. * Use Consumer Behavior Challenge #3 Here * Discussion OpportunityProvide the class with an example of relationship marketing. Ask: What types of organizations can make best use of relationship marketing? Have students offer additional examples of relationship market
37、ing. d. 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. Examples include: 1) Hotels 2) Financial services 3) Automobile companies 4) Food companies * Use Consumer Beh
38、avior Challenge #4 Here * Discussion OpportunityAsk: How can database marketing help an organization improve its relationship marketing? What databases are you in? How did you get there? ? Kraft General Foods sends nutrition and exercise tips to a list of more than 30 million consumers based on info
39、rmation theyve provided when they send in coupons or respond to other promotions. Philip Morris has built a 26 millionname database that it uses for both direct marketing and for rallying 1customers to the cause of smokers rights. 3. Marketings Impact on Consumers a. For better or worse, we all live
40、 in a world that is significantly influenced by the actions of marketers. Marketing and Culture b. Popular culture consists of the music, movies, sports, books, celebrities, and 43 Chapter 1: Consumers Rule other forms of entertainment consumed by the mass market; it is both a product of and an insp
41、iration for marketers. 1) The meaning of consumptionA fundamental premise of consumer behavior is that people often buy products not for what they do, but for what they mean. 2) People, in general, will choose the brand that has an image (or even a personality) that is consistent with his or her und
42、erlying needs. Discussion OpportunityGive some examples of products that might be consumed strictly for image. Have students offer examples of products that they purchase for this reason. Ask: How does the image of the product enhance your sense of self when you use or consume the product? 3) People
43、 may have various relationships with a product: a) Self-concept attachmentthe product helps to establish the users identity. b) Nostalgic attachmentthe product serves as a link with a past self. c) Interdependencethe product is a part of the users daily routine. d) Lovethe product elicits emotional
44、bonds of warmth, passion, or other strong emotion. Discussion OpportunityAsk students to give an illustration of a product that they have a strong attachment for and explain the relationship. How did this relationship develop? 4) A consumption typology is a way products and experiences have different meanings for different people. Examples of different consumption activities are: a) Consuming as an experiencean emotional or aesthetic reaction to consumption objects. b) Consuming as integrationlearning and manipulating consumptio
