书籍详情
消费者行为学
作者：（英）吉米·布利茨（Jim Blythe）著
出版社：普兰蒂斯霍尔出版公司
出版时间：1997-12-01
ISBN：9787300024851
定价：¥21.00
内容简介
了解消费者行为对于有效的市场营销为什么是必不可少的？理解人们的购买原因是怎样帮助营销人员进行销售的？人们对于产品的态度是怎样形成，又是怎样被改变的？营销经理该做些什么去说明消费者购买自己的产品，并成为“回头客”呢？本书对上述问题及其他有关问题作了清楚而确切的解释。对于那些接受短期培训的管理者、MBA，以及想迅速了解这一问题核心内容的教师和学生来说，都不失为极具价值的参考书。它还可以作为管理人员的藏书，以及那些有抱负的管理人员完善自己知识和技能的参考资料。
作者简介
暂缺《消费者行为学》作者简介
目录
Introduction:theimportanceofunderstanding
consumerbehaviour
Consumersandthemarketingconcept
ConsumersandthefourPs
Consumersandsegmentation
Theconsumerandrelationshipmarketing
Theconsumerandmarketingplanning
Keypointsfromtheintroduction
1Drive,motivationandhedonism
Classificationofmotives
Drive
Motivationinaction
Maslow'shierarchyofneed
FredHertzbergandthehygiene/motivatorstheory
Painavoidance
Hedonism
Keypointsfromthischapter
2Goalsandincentives,uncertaintyandpost-purchase
dissonance
Goals
Problemswithgoals
kiskanduncertainty
Heuristics
Interrupts
Postpurchasedissonance
Keypointsfromthischapter
3Personalitytraits,self-concept,routinesandhabits
Rolesandlifeastheatre
Personality
Approachestostudyingpersonality
Hedonicconsumption
Typeapproach
Traitsandfactors
Psychographics
Self-concept
Keypointsfromthischapter
4Learningandperception
Learning
Classicallearningtheory
Operantconditioning
Cognitivelearning
Perception
Keypointsfromthischapter
5Attitudes
Introduction
Dimensionsofattitude
Attitudeformation
Changingconsumers'attitudes
Attitudemeasurement
Functionsofattitudes
Attitudeandbehaviour
Privateversuspublicattitudes
Attitudeversussituation
Attitudetowardsadsversusattitridetowardsbrand
Generalversusspecificattitudes
Keypointsfromthischapter
6Theenvironment,classandculture
Theenvironment:situationalinfluences
Culttire
Class
Keypointsfromthischapter
7Peerandreferencegroups,andthefamily
Peerandreferencegroups
Thefamily
Influenceofchildrenonbuyingdecisions
Genderroles
Mechanismsofpersonalinfluence
Keypointsfromthischapter
8Newandrepeatbuyingbehaviour
Decision-makingmodels
Pre-purchaseactivities
FactorsaftectingtheeXternalsearchforinformation
Makingthechoice
Categorizationofdecisionrules
Newproducts:thediffusionofinnovation
Marketingapproachestonewproductlaunches
Keypointsfromthischapter
9High-involvementpurchasingbehaviour
Involvement
Purchasinghigh-techconsumerdurables
Unsoughtgoods
Keypointsfromthischapter
10Segmentation
Reasonsforsegmentingmarkets
Choosingasegmgnt
Segmentingamarket
Strategicoptions
Keypointsfromthischapter
11Buyerbehaviourinservicesmarkets
Services--productsornot?
Consumerapproachestoinformationgathering
kiskanduncertainty
Involvement
Salespromotion
Servicelevels
Handlingdissonance
KevDointsfromthischapter
12Consumerbehaviourinthemarketingmix
Introduction
Consumerresearch
Marketinginthetwenty-firstcentury
Customercareandservicelevels
Keypointsfromthischapter
Index
consumerbehaviour
Consumersandthemarketingconcept
ConsumersandthefourPs
Consumersandsegmentation
Theconsumerandrelationshipmarketing
Theconsumerandmarketingplanning
Keypointsfromtheintroduction
1Drive,motivationandhedonism
Classificationofmotives
Drive
Motivationinaction
Maslow'shierarchyofneed
FredHertzbergandthehygiene/motivatorstheory
Painavoidance
Hedonism
Keypointsfromthischapter
2Goalsandincentives,uncertaintyandpost-purchase
dissonance
Goals
Problemswithgoals
kiskanduncertainty
Heuristics
Interrupts
Postpurchasedissonance
Keypointsfromthischapter
3Personalitytraits,self-concept,routinesandhabits
Rolesandlifeastheatre
Personality
Approachestostudyingpersonality
Hedonicconsumption
Typeapproach
Traitsandfactors
Psychographics
Self-concept
Keypointsfromthischapter
4Learningandperception
Learning
Classicallearningtheory
Operantconditioning
Cognitivelearning
Perception
Keypointsfromthischapter
5Attitudes
Introduction
Dimensionsofattitude
Attitudeformation
Changingconsumers'attitudes
Attitudemeasurement
Functionsofattitudes
Attitudeandbehaviour
Privateversuspublicattitudes
Attitudeversussituation
Attitudetowardsadsversusattitridetowardsbrand
Generalversusspecificattitudes
Keypointsfromthischapter
6Theenvironment,classandculture
Theenvironment:situationalinfluences
Culttire
Class
Keypointsfromthischapter
7Peerandreferencegroups,andthefamily
Peerandreferencegroups
Thefamily
Influenceofchildrenonbuyingdecisions
Genderroles
Mechanismsofpersonalinfluence
Keypointsfromthischapter
8Newandrepeatbuyingbehaviour
Decision-makingmodels
Pre-purchaseactivities
FactorsaftectingtheeXternalsearchforinformation
Makingthechoice
Categorizationofdecisionrules
Newproducts:thediffusionofinnovation
Marketingapproachestonewproductlaunches
Keypointsfromthischapter
9High-involvementpurchasingbehaviour
Involvement
Purchasinghigh-techconsumerdurables
Unsoughtgoods
Keypointsfromthischapter
10Segmentation
Reasonsforsegmentingmarkets
Choosingasegmgnt
Segmentingamarket
Strategicoptions
Keypointsfromthischapter
11Buyerbehaviourinservicesmarkets
Services--productsornot?
Consumerapproachestoinformationgathering
kiskanduncertainty
Involvement
Salespromotion
Servicelevels
Handlingdissonance
KevDointsfromthischapter
12Consumerbehaviourinthemarketingmix
Introduction
Consumerresearch
Marketinginthetwenty-firstcentury
Customercareandservicelevels
Keypointsfromthischapter
Index
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