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1、透视消费者第1页，本讲稿共32页Ch1.透視消費者n什麼是消費行為n消費行為知識的應用n正確思考消費者n消費行為研究發展過程第2页，本讲稿共32页Whats Consumer behavior About?研究消費者由評估、獲得、使用、到用盡某產品服務的個人決策與實際行動過程。第3页，本讲稿共32页消費者的類型分類AnCustomernConsumernUltimate Consumer分類BnInstitutional/nOrganizational ConsumernPersonal Consumer第4页，本讲稿共32页消費者的角色nInitiatornInfluencernDecide
2、rnBuyernUser第5页，本讲稿共32页Multidisplinaryn心理學n社會學n社會心理學n人類學n行銷學第6页，本讲稿共32页消費行為知識的應用nConsumer InfluencenHolistic/PostmodernnIntercultural第7页，本讲稿共32页A Consumer Influence Perspectiven消費行為與行銷策略n消費行為與社會行銷n消費行為與逆行銷n消費行為與政府決策n消費行為與消費者教育第8页，本讲稿共32页消費行為與行銷策略（一）行銷觀念（二）增進行銷效力 MOA Target Market Marketing Mix第9页，本讲
3、稿共32页消費行為與社會行銷n滿足社會需求服務的市場n尋求社會支持募捐的市場第10页，本讲稿共32页消費行為與逆行銷消費行為與逆行銷ConservationConsumption第11页，本讲稿共32页消費行為與政府決策n政府服務n立法保謢消費者第12页，本讲稿共32页消費行為與消費者教育n如何偵察不實陷阱？n如何尋求補救賠償？n如何進一步省錢？第13页，本讲稿共32页從後現代的角度nModern?Postmodern?nIn the early 1980snHolbrook:use consumer research to understand consumption behavior wi
4、thout any intent of influencing it.第14页，本讲稿共32页Postmodern PerspectivenA focus on ownership and consumptionnThe purchase decision and buying processes are of far less importance than consumptionnConsumption experience-sensation seeking,emotional arousal,&fantasizing第15页，本讲稿共32页Global Intercultural Pe
5、rspectivenBasic needs are universalnYouth in Taipei,Tokyo,New York.nWhen cultural boundaries are crossed第16页，本讲稿共32页Right Thinking About the ConsumernThe Consumer is SovereignnUnderstanding Consumer Motivation and Behavior Through Research.nSkillful Marketing can Affect Consumer if The Productservic
6、e offered is designed to meet consumer needs.nSocial Legitimacy of consumer Influence When Shaped by a Proper Ethical Sensitivity第17页，本讲稿共32页Consumer Bill of RightsnThe Right to SafetynThe Right to be InformednThe Right to ChoosenThe Right to be Heard(Redress)nThe Right to Enjoy a Clean and Healthfu
7、l EnvironmentnThe Right of the Poor and Other Minorities to Have Their Interests Protected第18页，本讲稿共32页消費行為研究發展之路nSince late 1950s and early 1960snEconomic theory-MarketingnGeneral considerations:1)Content-Production-driven to marketing driven 2)Methodology-Behavioral sciences sophistication第19页，本讲稿共
8、32页Environmental Factors shaping the Marketing Challengen產品服務供過於求n與遠端消費者迅速正確傳播n迅速經濟鋪貨，以增盈收n獲通路配合支持整體行銷策略n國內及全球經濟成長第20页，本讲稿共32页消費行為各階段研究重心nPre-World War II EranPost-World War II EranThe Contemporary Scene第21页，本讲稿共32页Pre-World War II Era A.造成行銷挑戰的環境因素n 1.求過於供，生產成為最大挑戰n 2.拜廣播之賜，得以廣告作遠距傳播n 3.通路多半規模小且屬地方
9、性質n 4.賣方竭力說服經銷商販賣商品，尤其在廣告刺激需求時n 5.經濟成長直至二次大戰幾無色第22页，本讲稿共32页Pre-World War II Era B.行為科學的地位n 1.成長及影響力些微n 2.理論多於實證 直至本時期尾聲，研究方興第23页，本讲稿共32页Pre-World war II EranJohn B.WatsonnFounder of BehaviorismnTodays emphasis on repetition of brand name rests on his foundation.第24页，本讲稿共32页Post-World War II Era A.造成
10、行銷挑戰的環境因素n 1.產能超越需求，行銷觀念誕生n 2.大眾傳播力量突顯（TV)n 3.通路革新，購買更加便利輕鬆n 4.製造商藉助廣告及大傳媒體之力，拉抬新產品，且通路配合度高n 5.經濟成長急速第25页，本讲稿共32页Post-World War II Era B.行為科學的地位n 1.物理科學的成長，引發對人類潛能的重視n 2.加速應用行為科學 以了解人類行為與潛能n 3.研究領域突破擴充第26页，本讲稿共32页戰後行銷策略之指導原則n差異化為新產品發展重心n廣告（電視或其他大眾宣傳）有助銷售n大眾行銷力量拉引商品,通路聽命供應商n不斷研發產品+大眾廣告品牌忠誠n專注於國內市場即已豐
11、足第27页，本讲稿共32页The Freudian InvasionnPsychoanalysis found its way to the marketplace.nMotivation research aimed to uncover hidden motivations.nAdvertising jumped on this band-wagon.第28页，本讲稿共32页New Field of Study-Consumer Research Is BornnConsumer research became the“in thing”in the schools of business
12、.nContributions of our writers:-courses -association -journals第29页，本讲稿共32页The Contemporary Scene 造成行銷挑戰的環境因素n 1.持續、穩定的經濟成長不再n 2.供遠過於求n 3.消費動機與行為趨向低關心度n 4.大眾市場消聲匿跡n 5.通路勢力高漲第30页，本讲稿共32页行銷成敗關鍵n1.Getting Close to the Consumern2.Individualized Marketingn3.Customer Satisfaction and Retentionn4.Brand Equity第31页，本讲稿共32页Fasten Your Seat Belt The field is dynamic and exciting,and one thing is for sure-all of us are daily participants as active players in all that is going on in the world of consumer behavior.第32页，本讲稿共32页