文档介绍：CONSUMER BEHAVIOR Chapter 1 An Introduction to Consumer Behavior
Chapter 1
An Introduction to
Consumer Behavior
CONSUMER BEHAVIOR
Fourth Edition
Michael R3>. Solomon
Defining Consumer Behavior
Consumer Behavior is the Process Involved When Individuals or Groups Select, Use, or Dispose of Products, Services, Ideas or Experiences to Satisfy Needs and Desires.
Key Concepts
Process Involving
Exchange
Organizations
or Groups
Role Theory
Different Actors
Consumers Impact on Marketing
Strategy
Understanding consumer behavior is good business.
Firms exist to satisfy consumers’ needs, so
Firms must understand consumers needs to satisfy them.
The Process of Marketing Segmentation:
Identifies Groups of Consumers Who are Similar to One Another in One or More Ways, and
Devises Marketing Strategies that Appeal to One or More of These Groups.
Segmenting Consumers by
Demographic Dimensions
Demographics are Statistics That Measure Observable Aspects of a Population Such As:
Age
Family Structure
Gender
Race and
Ethnicity
Geography
Social Class
and e
Relationship Marketing: Building
Bonds With Consumers
Relationship Marketing occurs when pany makes an effort to interact with customers on a regular basis, and gives them reasons to maintain a bond with pany over time.
Database Marketing involves tracking consumers’ buying habits very closely, and crafting p