菲利普.科特勒的“市场营销”讲义06.ppt

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1、Chapter 6,Analyzing ConsumerMarkets andBuying Behavior,Marketing ManagementTenth EditionPhilip Kotler,Objectives,Influences on Buying BehaviorBuyer Decision Making,Simple Response Model,Stimulus,Model of Buying Behavior,Cultural Factors,Buyer,Social Factors,ReferenceGroups,Roles&Statuses,Family,Infl

2、uences on Consumer Behavior,Personal Influences,Psychological Factors,Perception,Learning,Beliefs&Attitudes,Motivation,Maslows Hierarchyof Needs,Four Types of Buying Behavior,ComplexBuyingBehavior,Dissonance-Reducing BuyingBehavior,Variety-SeekingBehavior,HabitualBuyingBehavior,HighInvolvement,LowInvolvement,Consumer BuyingProcess,Problemrecognition,Decision Making Sets,Steps Between Evaluation of Alternatives and a Purchase Decision,Evaluationofalternatives,How Customers Use orDispose of Products,Product,Review,Influences on Buying BehaviorBuyer Decision Making,