Chapter 1 此下载文件来自于企业管理资源网 www.3722. (大量管理资料下载) An Introduction to Consumer Behavior Defining Consumer Behavior Consumers Impact on MarketingStrategy Understanding consumer behavior is good business. Firms exist to satisfy consumers’ needs, so Firms must understand consumers needs to satisfy them. The Process of Marketing Segmentation: Identifies Groups of Consumers Who are Similar to One Another in One or More Ways, and Devises Marketing Strategies that Appeal to One or More of These Groups. Segmenting Consumers by Demographic Dimensions Relationship Marketing: BuildingBonds With Consumers Relationship Marketing occurs when a company makes an effort to interact with customers on a regular basis, and gives them reasons to maintain a bond with the company over time. Database Marketing involves tracking consumers’ buying habits very closely, and crafting products and messages tailored precisely to people’s wants and needs based on this information. Chapter 2 Perception Sensation and Perception Sensation Refers to the immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers) to such basic stimuli as light, color, and sound. Perception Process by which these sensations are selected, organized, and interpreted. People only process a small amount of information (stimuli). An even smaller amount is attended to and given meaning. The Perception Process Exposure Degree to which people notice a stimulus that is within range of their sensory receptors. Consumers: Concentrate on some stimuli, Are unaware of others, Even go out of their way to ignore some messages. Pychophysics - Science that focuses on how the physical environment is integrated into our personal, subjective world. Sensory Thresholds Subliminal Perception Does Subliminal Perception Work? Attention Refers to the extent to which processing activity is devoted to a particular stimulus. Consumers often suffer Sensory Overload, exposure to far more information than they are capable of or willing to process. Example: More than 6000 TV commercials are run each week. .........