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1、最新资料推荐最新精品资料整理推荐，更新于二二一年一月十七日 2021 年 1 月 17 日星期日 16:19:17消费者行为与市场营销战略消费者行为与市场营销战略消费者行为学是研究个体,群体和组织为满足其需要而如何选择,获取,使用,处置产品,服务,体验和想法以及由此对消费者和社会产生的影响.传统上,消费者行为研究侧重于购买前和购买后的有关活动.关于消费者行为学的界定较之传统观点更广泛,它将有助于引导我们从更宽广的视角审视消费者决策的间接影响以及对买卖双方的各种后果.为了在竞争激烈的环境中求得生存,企业必须比竞争者更多地为目标客户提供价值.顾客价值是顾客从整体产品中获得的各项利益扣除各种获取费用
2、后的余额.1.市场营销战略对每一选取的目标市场,都应分别制定营销战略.选择目标市场的关键性标准或依据是企业是否有能力提供较竞争品高的消费者价值.消费者价值很大程度上是由营销战略决定,所以公司在评估潜在目标市场时,应当发展一般的营销战略.1.1 产品产品是消费者获得和用于满足其需要的任何东西.消费者所购买的或追求的是需要的满足,而不是具体形态的物质特性.1.2 传播营销传播包括广告,人员分销,公共关系,包装以及企业提供的关于它自身及其产品的其他信号.1.3 定价价格是消费者为获得拥有,使用产品的权利而必须支付的金钱数量.消费者可以拥有一件产品,也可以仅仅拥有产品的使用权.1.4 分销分销实际上是
3、让顾客在需要的时候能买到产品,它对企业的经营成败至关重要.绝大多数情况下,消费者不愿为获得某一特定品牌而伤身费力.很明显,有效地渠道决策应即建立在掌握消费者在何处购买的知识的基础上.2.市场分析最新资料推荐最新精品资料整理推荐，更新于二二一年一月十七日 2021 年 1 月 17 日星期日 16:19:17市场分析要求全面深入地了解企业自身能力,现在和潜在竞争者的实力,潜在消费者的消费过程以及经济的,物质的和技术的环境.2.1 消费者不了解消费者,就无法预测其需要与欲望,也无法对其需要做出恰当的反映.发现消费者现在需要什么是一个复杂的过程,但一般来说,可以通过直接的营销调研予以实现2.2 公司
4、每一个公司都必须透彻了解其满足消费者需要的能力.为此,需要评价公司的各个方面,如财务状况,一般管理技巧,研究和开发能力,技术装备情况,声誉,营销技能等.营销技能包括新产品开发能力,分销能力,服务能力,营销研究能力,市场和消费者知识等.2.3 竞争者缺乏对竞争对手的实力及战略的了解,同样不能在满足消费者需要方面始终如一地超越对手.2.4 宏观环境因素经济状况,自然环境,政府管制,技术发展一方面影响消费者的需要与预期,另一方面对公司自身和竞争对手势力消长产生影响.自然环境的恶化不仅刺激了消费者对环境友善产品的需求,而且也诱发了更多政府管制措施的出台,这些管制措施反过来又影响产品的设计与制造.2.5
5、 市场细分细分市场是更多市场的一部分,该市场的需求与市场其他部分的需求存在显著差别.由于每一细分市场有其独立的需要,针对该需要发展起来的整体产品将企业采用无差异策略服务于多个细分市场情形下能更好地满足消费者需要.3.消费者行为的性质3.1 外部影响将影响消费者行为的因素分类,在某种意义上带有主观或武断成分.例如,我们将学习视为一种内部影响,而事实上人类学习在很大程度上与模仿他人以及与他人相互作用有关.从这一意义上看,学习也可视为一种群体互动过程.最新资料推荐最新精品资料整理推荐，更新于二二一年一月十七日 2021 年 1 月 17 日星期日 16:19:173.2 内部影响内部影响始于知觉,即
6、个体接触刺激物并对其赋予某种含义的过程.态度是对某人或某种食物的好恶倾向,它包括情感的,认知的,行为的多种成分,它反映人们对外部环境的某些方面如零售店,电视节目,产品的所思,所感,所为,态度在很大程度上为各种内外部影响因素所支配.3.3 自我概念和生活方式自我概念是个体关于自身的所有想法和情感的综合体,生活方式则是你如何生活.后者涉及你所使用的产品,你如何使用这些产品以及你对这些产品的评价和感觉.生活方式是自我概念的折射,它也是你过去的决策和未来计划的总汇.3.4 消费者决策过程消费者决策源于消费者意识到或感觉到某个问题的存在和有解决这一问题的机会.消费者问题通常发生在特定的情景下,情境的性质
7、将影响发生于其中的行为.4.消费的意义所有营销战略和战术都或明示或暗示地建立在某些消费者行为信念的基础上,建立在确定假设和坚实理论与研究基础上的决策,较之于单纯的直觉型决策,具有更多的成功可能性.深入了解消费者,对于确立竞争优势十分关键,因为它有助于减少一些决策性失误.最新资料推荐最新精品资料整理推荐，更新于二二一年一月十七日 2021 年 1 月 17 日星期日 16:19:17ConsumerConsumer BehaviorBehavior andand MarketingMarketing StrategyStrategy原文出处原文出处:Del I.Hawkins,David L.M
8、othersbaugh,Roger J.Best,Consumer behavior,China Machine Press,2007.7(10th)The field of consumer behavior is the study of individuals,groups,or organizations andprocesses they use to select,secure,use,and dispose of products,services,experiences,or ideas to satisfy needs and the impacts that these p
9、rocesses have on the consumer andsociety.This is a broader view of consumer behavior than the traditional one,whichfocused much more on the buyer and the immediate antecedents and consequences of thepurchasing process.This view will lead us to examine indirect influences on consumptiondecisions as w
10、ell as consequences that involve more than the purchaser and seller.Tosurvive in a competitive environment,an organization must provide target customersmore value than is provided by its competitors.Customer value is the difference betweenall the benefits derived from a total product and all the cos
11、ts of acquiring those benefits.1.Marketing StrategyIt is not possible to select target markets without simultaneously formulating a generalmarketing strategy for each segment.A decisive criterion in selecting target markets is theability to provide superior value to those market segments.Since custo
12、mer value isdelivered by the marketing strategy,the firm must develop its general marketing strategyas it evaluates potential target markets.1.1 The ProductA product is anything a consumer acquires or might acquire to meet perceived need.Consumers are generally buying need satisfaction,not physical
13、product attributes.1.2 CommunicationsMarketing communications include advertising,the sales force,public relations,packaging and any other signal that the firm provides about itself and its products.1.3 PricePrice is the amount of money one must pay to obtain the right to use the product.One canbuy
14、ownership of a product or,for many products,limited usage rights.1.4 DistributionDistribution,having the product available where target customers can buy it,is essential最新资料推荐最新精品资料整理推荐，更新于二二一年一月十七日 2021 年 1 月 17 日星期日 16:19:17to success.Only in rare cases will customers go to much trouble to secure
15、a particularbrand.Obviously,good channel decisions require a sound knowledge of where targetcustomers shop for the product in question,as the following example shows.2.MarketAnalysis componentsMarket analysis requires a thorough understanding of the organizations own capabilities,the capabilities of
16、 current and future competitors,the consumption process of potentialcustomers,and the economic,physical,and technological environment in which theseelements will interact.2.1 The ConsumersIt is not possible to anticipate and react to customers needs and desires without acomplete understanding of con
17、sumer behavior.Discovering customers current needs is acomplex process,but it can generally be accomplished by direct marketing research,asthe following example illustrates.2.2 The CompanyA firm must fully understand its own ability to meet customer needs.This involvesevaluating all aspects of the f
18、irm,including its financial condition,general managerialskills,production capabilities,research and development capabilities,technologicalsophistication,reputation,and marketing skills.Marketing skills would include newproductdevelopmentcapabilities,channelstrength,advertisingabilities,servicecapabi
19、lities,marketing research abilities,market and consumer knowledge,and so forth.2.3 The CompetitorsIt is not possible to consistently do a better job of meeting customer needs than thecompetition without a thorough understanding of the competitions capabilities andstrategies.2.4 The ConditionsThe sta
20、te of the economy,the physical environment,government regulations,andtechnological developments affect consumer needs and expectations as well as companyand competitor capabilities.The deterioration of the physical environment has producednot only consumer demand for environmentally sound products b
21、ut also governmentregulations affecting product design and manufacturing.最新资料推荐最新精品资料整理推荐，更新于二二一年一月十七日 2021 年 1 月 17 日星期日 16:19:172.5 Market segmentationMarket segment is a portion of a larger market whose needs differ somewhat from thelarger market.Since a market segment has unique needs,a firm tha
22、t develops a totalproduct focused solely on the needs of that segment will be able to meet the segmentsdesires better than a firm whose product or service attempts to meet the needs of multiplesegments.3.The Nature of consumer behavior3.1 External influencesDividing the factors that influence consum
23、ers into categories is somewhat arbitrary.Forexample,we treat learning as an internal influence despite the fact that much humanlearning involves interaction with,or imitation of,other individuals.Thus,learning couldalso be considered a group process.3.2 Internal influencesInternal influences begin
24、with perception,the process by which individuals receive andassign meaning to stimuli.An attitude is an enduring organization of motivational,emotional,perceptual,and cognitive processes with respect to some aspect of ourenvironment.As such,our attitudes are heavily influenced by the external and in
25、ternalfactors that we have discussed in the preceding chapters.3.3 Self-Concept and LifestyleThe self-concept is the totality of an individuals thoughts and feelings about him orherself.It is the total image one has of ones self as a result of the culture one lives in andthe individual situations an
26、d future plans.Lifestyle is,quite simply,how one lives.Itincludes the products one buys,how one uses them,and what one thinks and feels aboutthem.It is the manifestation of ones self-concept.3.4 Situations and Consumer DecisionsConsumer decisions result from perceived problems and opportunities.We w
27、ill use theterm problem to refer both to problems and to opportunities.Consumer problems arise inspecific situations,and the nature of the situation influences the resulting consumerbehavior.最新资料推荐最新精品资料整理推荐，更新于二二一年一月十七日 2021 年 1 月 17 日星期日 16:19:174.The Meaning Of ConsumptionAs stated above,all mark
28、eting strategies and tactics are based on explicit or implicitbeliefs about consumer behavior.Decisions based on explicit assumptions and soundtheory and research are more likely to be successful than are decisions based solely onimplicit intuition.Thus,knowledge of consumer behavior can be an importantcompetitive advantage.It can greatly reduce the odds of bad decisions.