《市场营销专业英语教程》（第15版）第3章Consumer Behavior.ppt

《市场营销专业英语教程》(第15版)(专门用途英语系列教材)Chapter3ConsumerBehavior*Contents:SocialInfluencesonConsumerDecisionMakingMarketingInfluencesonConsumerDecisionMakingSituationalInfluencesonConsumerDecisionMakingPsychologicalInfluencesonConsumerDecisionMakingConsumerDecisionMaking*Pre-readingquestions:Whatareyourfavoritebrands?Whydoyoulikethem?Whatfactorswillyoutakeintoconsiderationinshopping?Describeoneofyourinterestingshoppingexperiencestoyourclassmates.*Lead-inThischapterbeginsbyreviewingsocial,marketing,’-makingprocess.*Lead-in*thepowerfuleffectsofthesocialenvironmentandpersonalinteractionsonhumanbehaviorSocialfactorsrelatedtoconsumerbehaviors:CultureandSubcultureSocialClassReferenceGroupsandFamiliesTheycanhavebothdirectand­indirecteffectsonthebuyingprocessSocialInfluencesonConsumerDecisionMaking*directeffects::theinfluenceofsocietyonanindividual’sbasicvaluesandattitudesaswellastheimportantrolethatgroupsplayinstructuringanindividual’*’sneeds,wants,andbehavior,:thefamily,anizations,*InlargenationssuchastheUnitedStates,thepopulationisboundtoloseasignificantamountofitshomogeneity,,