| 本书对于那些接受短期培训的管理者、MBA，以及想迅速了解这一问题核心内容的教师和学生来说，都不失为极具价值的参考书。它还可以作为管理人员的藏书，以及那些有抱负的管理人员完善自己知识和技能的参考资料。 |
| introduction: the importance of understanding consumer behaviour consumers and the marketing concept consumers and the four ps consumers and segmentation the consumer and relationship marketing the consumer and marketing planning key points from the introduction 1 drive, motivation and hedonism classification of motives drive motivation in action maslow's hierarchy of need fred hertzberg and the hygiene/motivators theory pain avoidance hedonism key points from this chapter 2 goals and incentives, uncertainty and post-purchase dissonance goals .problems with goals kisk and uncertainty heuristics interrupts postpurchase dissonance key points from this chapter 3 personality traits, self-concept, routines and habits roles and life as theatre personality approaches to studying personality hedonic consumption type approach traits and factors psychographics self-concept key points from this chapter 4 learning and perception learning classical learning theory operant conditioning cognitive learning perception key points from this chapter 5 attitudes introduction dimensions of attitude attitude formation changing consumers' attitudes attitude measurement functions of attitudes attitude and behaviour private versus public attitudes attitude versus situation attitude towards ads versus attitride towards brand general versus specific attitudes key points from this chapter 6 the environment, class and culture the environment: situational influences culttire class key points from this chapter 7 peer and reference groups, and the family peer and reference groups the family influence of children on buying decisions gender roles mechanisms of personal influence key points from this chapter 8 new and repeat buying behaviour decision-making models pre-purchase activities factors aftecting the external search for information making the choice categorization of decision rules new products: the diffusion of innovation marketing approaches to new product launches key points from this chapter 9 high-involvement purchasing behaviour involvement purchasing high-tech consumer durables unsought goods key points from this chapter 10 segmentation reasons for segmenting markets choosing a segmgnt segmenting a market strategic options key points from this chapter 11 buyer behaviour in services markets services -- products or not? consumer approaches to information gathering kisk and uncertainty involvement sales promotion service levels handling dissonance kev doints from this chapter 12 consumer behaviour in the marketing mix introduction consumer research marketing in the twenty-first century customer care and service levels key points from this chapter index |
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