tailieunhanh - Lecture fundamentals of marketing - Lecture 9: Consumer markets and consumer buyer behavior (Part 2)

In this chapter, the following content will be discussed: Model of consumer behavior, characteristics affecting consumer behavior, types of buying decision behavior, the buyer decision process, the buyer decision process for new products. | LECTURE 9 Consumer Markets and Consumer Buyer Behavior Part-2 Copyright 2012 Pearson Education Inc. 1- 1- 11 Publishing as Prentice Hall Characteristics Affecting Consumer Behavior SELF Maslow s ACTUALIZATION Hierarchy of Needs ESTEEM NEEDS Prestige LOVE AFFECTION AND BELONGINGNESS NEEDS SAFETY NEEDS Security and Safety PHYSIOLOGICAL OR SURVIVAL NEEDS Food Water Warmth Rest Copyright 2012 Pearson Education Inc. 1- 2 Publishing as Prentice Hall Characteristics Affecting Consumer Behavior Psychological Factors Perception is the process by which people select organize and interpret information to form a meaningful picture of the world from three perceptual processes Selective attention Selective distortion Selective retention Copyright 2012 Pearson Education Inc. 1- 3 Publishing as Prentice Hall Characteristics Affecting Consumer Psychological Factors Behavior Selective attention is the tendency for people to screen out most of the information to which they are exposed Selective distortion is the tendency for people to interpret information in a way that will support what they already believe Selective retention is the tendency to remember good points made about a brand they favor and forget good points about competing brands Copyright 2012 Pearson Education Inc. Publishing as Prentice Hall 1- 4 Characteristics Affecting Consumer Behavior Psychological Factors Learning is the change in an individual s behavior arising from experience and occurs through interplay of Copyright 2012 Pearson Education Inc. 1- 5 Publishing as Prentice Hall Characteristics Affecting Consumer Psychological Factors Behavior Beliefs and Attitudes Belief is a descriptive thought that a person has about something based on Knowledge Opinion Faith Copyright 2012 Pearson Education Inc. 1- 6 Publishing as Prentice Hall Characteristics Affecting Consumer Psychological Factors Behavior Attitudes describe a person s relatively consistent evaluations feelings and tendencies toward an object or idea .

• Quản trị kinh doanh
• Fundamentals of marketing
• Lecture fundamentals of marketing
• Marketing mix
• Marketing task
• Marketing management
• Consumer behavior
• Buyer decision process
• Marketing process
• Customer needs
• Capturing customer value
• Integrated marketing plan
• Strategic planning
• Marketing effort
• Marketing environment
• Managing marketing information
• Developing marketing information
• Customer driven marketing strategy
• Marketing channels
• Delivering customer value
• Communicating customer value
• Integrated marketing communications strategy
• Direct marketing
• Dialogue builder
• Companywide strategic planning
• Planning marketing
• Online marketing
• Sustainable marketing