?????:Kotler

1
?????????????

• ???????
• ??????????
• ?????????
• ???????
• ?????Kotler Armstrong,Principles of Marketing
  ,10th Edition,????,2004,?????,????,CH6

2

• ????????????????????????????(consumer
  buying behavior)????????-?????????????????????????
  ??????????????????????(consumer market)?

3
???????

• ????????????????????????????????
• ????(marketing stimuli)???????p??(product)???(pri
  ce)???(place)???(promotion),??????????????????????
  ??????

4

• ????????????????????????
• ????
• 1.????????????????????
• 2.???????????????

5
???????
?????
?????
?? ???? ?? ?? ?? ?? ??
?? ?? ??
????? ??????
???? ???? ?????? ???? ????
?6-1 ???????
???? Kotler Armstrong,Principles of Marketing
,10th Edition,????,2004,?????,????,P.168?
6
??????????
???
?? ??? ????
???
???
???? ?? ?????
???
????? ???? ?? ???? ???? ???????
?? ?? ?? ?????
???
?6-2 ??????????
???? Kotler Armstrong,Principles of Marketing
,10th Edition,????,2004,?????,????,P.204?
7
????

• ?????????????????????????????,????????????????????
  ?????????????,?????????????
• ???(subculture)????????????????????,??????????????
  ??????????????????????,??????????????????????????
  ?????????????????

8

• ?????????????????,??????????????,????????????????
  ??????????????????,???????????????????????

9
????

• ????????????????????????????????
• (1)??????????????????????????????,????????????????
  ?????????
• (2)??????????????,???????????????????????????????
• (3)??????????????????????,???????????,????????????
  ?????????

10
????

• ????????????,??????????????????????????(AIO-??(act
  ivities) ???(interest) ???(opinion))????????????
• ???????,????????SRI?????????????(Value and
  Lifestyles, VALS)???(??6-3)?
• ???????????,?????????????????????????????????????
  ?????

11

• ????(brand personality)???????????,???????????????
  ??????????????????
• 1.??(????????????)
• 2.??(????????????)
• 3.??(???????????)
• 4.??(??????)
• 5.??(??????)
• ??????????,?????????????????????

12
?6-3 VALS???????
?????
????
??? ????

???
?? ??
?? ??
?? ??
???
???
???
???
???
???
???
???? Kotler Armstrong,Principles of Marketing
,10th Edition,????,2004,?????,????,P.215?
13
????

• ???????????????????
• ??
• ??
• ??
• ?????

14

• 1. ?????????????,????????(motive,???,drive)??????
  ??????,?????????????????

15
??????(?????????)
????(?????????)
????(?????)
????(?????)
????(?????)
?6-4 ?????????
???? Kotler Armstrong,Principles of Marketing
,10th Edition,????,2004,?????,????,P.204?
16

• 2. ??????????????????????????????????????????????
  ????,????????????????????????????

17

• 3. ???????????????????????,??????????????????????
  ???????????
• ???????????????????
• 4. ??????????????????????????????????????????????
  ????????????????

18
?????????

• ?????????

?6-5 ?????????
???? Kotler Armstrong,Principles of Marketing
,10th Edition,????,2004,?????,????,P.225?
19

• ???????(complex buying behavior)??????????????,??
  ?????????????,?????????????????????????,??????,???
  ?????????,????????????????????????????????????????
  ?,???????,????????????

20

• ?????????(dissonance-reducing buying
  behavior)??????????,??????????????????????,??????
  ?????????,??????????????

21

• ????????(habitual buying behavior)??????,????????
  ???????-??-??????
• ???????????????????
• ??????????(variety-seeking buying
  behavior)??????????????????,??????????
• ????????????????????

22
???????

• ?????????????
• ???????????????????????????

? 6-6 ???????
???? Kotler Armstrong,Principles of Marketing
,10th Edition,????,2004,?????,????,P.227?
23

• ????????????????????????????????????????????,????
  ???(ex??)???????,????????????????????????

24

• ????????????????????????????????????????,????????
  ????????
• ????????
• (1)???????????????
• (2)????????????????????????
• (3)??????????????????
• (4)??????????????????

25

• ?????????????????????????????????????????????????
  ?
• ???????????????????????????,?????????????????????
  ???,?????????,?????????????
• ?????????????????????????,???????????
• ???????????

26
???????????

• ????(adoption process)????????????????????????????
  ?
• ????
• 1.??(awareness)
• 2.??(interest)
• 3.??(evaluation)
• 4.??(trial)
• 5.??(adoption)

27

• ????????????,????????
• ????????
• ?????????????
• ??????????
• ??????????
• ??????????

28
?6-7 ?????????????????
???? Kotler Armstrong,Principles of Marketing
,10th Edition,????,2004,?????,????,P.234?
29

• ????????????
• ????????????????????
• ?????????????????????????
• ???????????????????
• ???????????????
• ???????????????????????

30

• ????????????
• ???????????????????????,???????????????????
• ??????????????,?????????????????????,?????????????
  ?,?????????????????????????,??????????????????????
  ?,????????????????