消費者行為學

定　價：￥21.00

作　者：	（英）吉米·布利茨（Jim Blythe）著
出版社：	普蘭蒂斯霍爾出版公司
叢編項：	工商管理精要系列
標　簽：	預測

ISBN：	9787300024851	出版時間：	1997-12-01	包裝：	精裝
開本：	24cm	頁數(shù)：	206	字數(shù)：

內(nèi)容簡介

　　了解消費者行為對于有效的市場營銷為什么是必不可少的？理解人們的購買原因是怎樣幫助營銷人員進行銷售的？人們對于產(chǎn)品的態(tài)度是怎樣形成，又是怎樣被改變的？營銷經(jīng)理該做些什么去說明消費者購買自己的產(chǎn)品，并成為“回頭客”呢？本書對上述問題及其他有關問題作了清楚而確切的解釋。對于那些接受短期培訓的管理者、MBA，以及想迅速了解這一問題核心內(nèi)容的教師和學生來說，都不失為極具價值的參考書。它還可以作為管理人員的藏書，以及那些有抱負的管理人員完善自己知識和技能的參考資料。

作者簡介

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圖書目錄

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