美国MBA导师《消费者行为学》讲义（PDF 288页）英文

Asstudentswillsoonseethefieldofconsumerbehaviorcoversalotofground.Whethertheconsumerisona
shoppingtriptothemallorsurfingontheInternetgeneralprinciplesandtheoriesofconsumerbehaviorapply.
Theformaldefinitionofconsumerbehaviorusedinthetextis“thestudyoftheprocessesinvolvedwhen
individualsorgroupsselectpurchaseuseordisposeofproductsservicesideasorexperiencestosatisfy
needsanddesires.”
Consumerscanbeseenasactorsonthemarketplacestage.Asinaplayeachconsumerhaslinespropsand
costumesthatarenecessarytoputonagoodperformance.Therolesthatconsumersperformareamongthe
mostimportantelementstobestudiedinconsumerbehavior.Consumerbehaviorisalsoaneconomicprocess
whereexchangestakeplace.Theseexchangesofteninvolvemanyplayers.Infactconsumersmayeventake
theformoforganizationsorgroups.Whateverthecompositionthedecisionsmadebytheconsumerandthese
otherplayersarecriticaltoanexchangebeingcarriedoutsuccessfullytothebenefitofallconcernedparties.
Marketsegmentationisanimportantaspectofconsumerbehavior.Consumerscanbesegmentedalongmany
dimensions.Onesuchdimensionisdemographics(thestatisticsthatmeasuretheobservableaspectsofa
populationsuchasageorbirthrate).Oneoftheimportantreasonsforsegmentingmarketsistobeableto
buildlastingrelationships(relationshipmarketing)withthecustomers.Marketersarecurrentlyimplementing
manypracticesthatseektoaidinformingalastingbondwiththeoftenfickleconsumer.Oneofthemost
promisingofthesepracticesisdatabasemarketingwhereinconsumers’buyinghabitsaretrackedveryclosely.
Theresultofthispracticeisthatproductsandmessagescanbetailoredtopeople’swantsandneeds.
Forbetterorforworseweallliveinaworldthatissignificantlyinfluencedbytheactionsofmarketers.
Marketersfiltermuchofwhatwelearn.Thereforeconsumerbehaviorisaffectedbytheactionsofmarketers.
Domesticandglobalconsumptionpracticesareexaminedinthischapterwithaneyetowardtheroleofthe
marketerandtheinfluenceofsuchsocialvariablesasculture.
Thefieldofconsumerbehavioranditsapplicationisnothoweverwithoutitscritics.Ethicalpracticestoward
theconsumerareoftendifficulttoachieve.“Domarketersmanipulateconsumers?”isaseriousquestion.
Perhapstheanswermaybefoundbyexaminingseveralsecondaryquestionssuchas:“Domarketerscreate
artificialneeds?”“Areadvertisingandmarketingnecessary?”or“Domarketerspromisemiracles?”The
responsestothesequestionsareformulatedinthischapter.…………


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