版權(quán)說明:本文檔由用戶提供并上傳,收益歸屬內(nèi)容提供方,若內(nèi)容存在侵權(quán),請進行舉報或認(rèn)領(lǐng)
文檔簡介
1、消費者行為與市場營銷戰(zhàn)略消費者行為學(xué)是研究個體,群體和組織為滿足其需要而如何選擇,獲取,使用,處置產(chǎn)品,服務(wù),體驗和想法以及由此對消費者和社會產(chǎn)生的影響.傳統(tǒng)上,消費者行為研究側(cè)重于購買前和購買后的有關(guān)活動.關(guān)于消費者行為學(xué)的界定較之傳統(tǒng)觀點更廣泛,它將有助于引導(dǎo)我們從更寬廣的視角審視消費者決策的間接影響以及對買賣雙方的各種后果.為了在競爭激烈的環(huán)境中求得生存,企業(yè)必須比競爭者更多地為目標(biāo)客戶提供價值.顧客價值是顧客從整體產(chǎn)品中獲得的各項利益扣除各種獲取費用后的余額.1.市場營銷戰(zhàn)略對每一選取的目標(biāo)市場,都應(yīng)分別制定營銷戰(zhàn)略.選擇目標(biāo)市場的關(guān)鍵性標(biāo)準(zhǔn)或依據(jù)是企業(yè)是否有能力提供較競爭品高的消費者
2、價值.消費者價值很大程度上是由營銷戰(zhàn)略決定,所以公司在評估潛在目標(biāo)市場時,應(yīng)當(dāng)發(fā)展一般的營銷戰(zhàn)略.1.1 產(chǎn)品產(chǎn)品是消費者獲得和用于滿足其需要的任何東西.消費者所購買的或追求的是需要的滿足,而不是具體形態(tài)的物質(zhì)特性.1.2 傳播營銷傳播包括廣告,人員分銷,公共關(guān)系,包裝以及企業(yè)提供的關(guān)于它自身及其產(chǎn)品的其他信號.1.3 定價價格是消費者為獲得擁有,使用產(chǎn)品的權(quán)利而必須支付的金錢數(shù)量.消費者可以擁有一件產(chǎn)品,也可以僅僅擁有產(chǎn)品的使用權(quán).1.4 分銷分銷實際上是讓顧客在需要的時候能買到產(chǎn)品,它對企業(yè)的經(jīng)營成敗至關(guān)重要.絕大多數(shù)情況下,消費者不愿為獲得某一特定品牌而傷身費力.很明顯,有效地渠道決策應(yīng)
3、即建立在掌握消費者在何處購買的知識的基礎(chǔ)上.2.市場分析市場分析要求全面深入地了解企業(yè)自身能力,現(xiàn)在和潛在競爭者的實力,潛在消費者的消費過程以及經(jīng)濟的,物質(zhì)的和技術(shù)的環(huán)境.2.1 消費者不了解消費者,就無法預(yù)測其需要與欲望,也無法對其需要做出恰當(dāng)?shù)姆从?發(fā)現(xiàn)消費者現(xiàn)在需要什么是一個復(fù)雜的過程,但一般來說,可以通過直接的營銷調(diào)研予以實現(xiàn)2.2 公司每一個公司都必須透徹了解其滿足消費者需要的能力.為此,需要評價公司的各個方面,如財務(wù)狀況,一般管理技巧,研究和開發(fā)能力,技術(shù)裝備情況,聲譽,營銷技能等.營銷技能包括新產(chǎn)品開發(fā)能力,分銷能力,服務(wù)能力,營銷研究能力,市場和消費者知識等.2.3 競爭者缺乏
4、對競爭對手的實力及戰(zhàn)略的了解,同樣不能在滿足消費者需要方面始終如一地超越對手.2.4 宏觀環(huán)境因素經(jīng)濟狀況,自然環(huán)境,政府管制,技術(shù)發(fā)展一方面影響消費者的需要與預(yù)期,另一方面對公司自身和競爭對手勢力消長產(chǎn)生影響.自然環(huán)境的惡化不僅刺激了消費者對環(huán)境友善產(chǎn)品的需求,而且也誘發(fā)了更多政府管制措施的出臺,這些管制措施反過來又影響產(chǎn)品的設(shè)計與制造.2.5 市場細(xì)分細(xì)分市場是更多市場的一部分,該市場的需求與市場其他部分的需求存在顯著差別.由于每一細(xì)分市場有其獨立的需要,針對該需要發(fā)展起來的整體產(chǎn)品將企業(yè)采用無差異策略服務(wù)于多個細(xì)分市場情形下能更好地滿足消費者需要.3.消費者行為的性質(zhì)3.1 外部影響將影
5、響消費者行為的因素分類,在某種意義上帶有主觀或武斷成分.例如,我們將學(xué)習(xí)視為一種內(nèi)部影響,而事實上人類學(xué)習(xí)在很大程度上與模仿他人以及與他人相互作用有關(guān).從這一意義上看,學(xué)習(xí)也可視為一種群體互動過程.3.2 內(nèi)部影響內(nèi)部影響始于知覺,即個體接觸刺激物并對其賦予某種含義的過程.態(tài)度是對某人或某種食物的好惡傾向,它包括情感的,認(rèn)知的,行為的多種成分,它反映人們對外部環(huán)境的某些方面如零售店,電視節(jié)目,產(chǎn)品的所思,所感,所為,態(tài)度在很大程度上為各種內(nèi)外部影響因素所支配.3.3自我概念和生活方式自我概念是個體關(guān)于自身的所有想法和情感的綜合體,生活方式則是你如何生活.后者涉及你所使用的產(chǎn)品,你如何使用這些產(chǎn)
6、品以及你對這些產(chǎn)品的評價和感覺.生活方式是自我概念的折射,它也是你過去的決策和未來計劃的總匯.3.4 消費者決策過程消費者決策源于消費者意識到或感覺到某個問題的存在和有解決這一問題的機會.消費者問題通常發(fā)生在特定的情景下,情境的性質(zhì)將影響發(fā)生于其中的行為.4.消費的意義所有營銷戰(zhàn)略和戰(zhàn)術(shù)都或明示或暗示地建立在某些消費者行為信念的基礎(chǔ)上,建立在確定假設(shè)和堅實理論與研究基礎(chǔ)上的決策,較之于單純的直覺型決策,具有更多的成功可能性.深入了解消費者,對于確立競爭優(yōu)勢十分關(guān)鍵,因為它有助于減少一些決策性失誤.Consumer Behavior and Marketing Strategy原文出處:Del
7、I. Hawkins, David L. Mothersbaugh, Roger J. Best, Consumer behavior, China Machine Press, 2007.7(10th)The field of consumer behavior is the study of individuals, groups, or organizations and processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisf
8、y needs and the impacts that these processes have on the consumer and society. This is a broader view of consumer behavior than the traditional one, which focused much more on the buyer and the immediate antecedents and consequences of the purchasing process. This view will lead us to examine indire
9、ct influences on consumption decisions as well as consequences that involve more than the purchaser and seller. To survive in a competitive environment, an organization must provide target customers more value than is provided by its competitors. Customer value is the difference between all the bene
10、fits derived from a total product and all the costs of acquiring those benefits.Marketing StrategyIt is not possible to select target markets without simultaneously formulating a general marketing strategy for each segment. A decisive criterion in selecting target markets is the ability to provide s
11、uperior value to those market segments. Since customer value is delivered by the marketing strategy, the firm must develop its general marketing strategy as it evaluates potential target markets.1.1 The ProductA product is anything a consumer acquires or might acquire to meet perceived need. Consume
12、rs are generally buying need satisfaction, notphysical product attributes.1.2 CommunicationsMarketing communications include advertising, the sales force, publicrelations, packaging and any other signal that the firm provides about itself and its products.1.3 PricePrice is the amount of money one mu
13、st pay to obtain the right to use the product. One can buy ownership of a product or, for many products, limited usage rights.1.4 DistributionDistribution, having the product available where target customers can buy it, is essential to success. Only in rare cases will customers go to much trouble to
14、 secure a particular brand.Obviously,good channel decisions require a sound knowledge of where target customers shop for the product in question, as the following example shows.Market Analysis componentsMarket analysis requires a thorough understanding of the organizations own capabilities, the capa
15、bilities of current and future competitors, the consumption process of potential customers, and the economic, physical, and technological environment in which these elements will interact.2.1 The ConsumersIt is not possible to anticipate and react to customers needsand desires without a complete und
16、erstanding of consumer behavior. Discoveringcustomers current needs is a complexprocess, but it can generally be accomplished by direct marketing research, as the following example illustrates.2.2 The CompanyA firm must fully understand its own ability to meet customer needs. This involves evaluatin
17、g all aspects of the firm, including its financial condition, general managerial skills, productioncapabilities, research and development capabilities, technological sophistication,reputation,and marketing skills. Marketing skills would include new product development capabilities, channel strength,
18、 advertising abilities, service capabilities, marketing research abilities, market and consumer knowledge, and so forth.2.3 The CompetitorsIt is not possible to consistently do a better job of meeting customer needs than the competition without a thorough understanding of the competitions capabiliti
19、es and strategies.2.4 The ConditionsThe state of the economy, the physical environment, government regulations, and technological developments affect consumer needs and expectations as well as company and competitor capabilities. The deterioration of the physical environment has produced not only co
20、nsumer demand for environmentally sound products but also government regulations affecting product design and manufacturing.2.5 Market segmentationMarket segment is a portion of a larger market whose needs differ somewhat from the larger market. Since a market segment has unique needs, a firm that d
21、evelops a total product focused solely on the needs of that segment will be able to meet the segments desires better than a firm whose product or service attempts to meet the needs of multiple segments.The Nature of consumer behavior3.1 External influencesDividing the factors that influence consumer
22、s into categories is somewhat arbitrary. For example, we treat learning as an internal influence despite the fact that much human learning involves interaction with, or imitation of, other individuals. Thus, learning could also be considered a group process.3.2 Internal influencesInternal influences
23、 begin with perception, the process by which individuals receive and assign meaning to stimuli. An attitude is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment. As such, our attitudes are heavily influenced by the
24、 external and internal factors that we have discussed in the preceding chapters.3.3 Self-Concept and LifestyleThe self-concept is the totality of an individuals thoughts and feelings about him or herself. It is the total image one has of ones self as a result of the culture one lives in and the indi
25、vidual situations and future plans. Lifestyle is, quite simply, how one lives. It includes the products one buys, how one uses them, and what one thinks and feels about them. It is the manifestation of ones self-concept.3.4 Situations and Consumer DecisionsConsumer decisions result from perceived problems and opportunities. We will use the term problem to refer both to problems and to opportunities. Consumer problems arise in speci
溫馨提示
- 1. 本站所有資源如無特殊說明,都需要本地電腦安裝OFFICE2007和PDF閱讀器。圖紙軟件為CAD,CAXA,PROE,UG,SolidWorks等.壓縮文件請下載最新的WinRAR軟件解壓。
- 2. 本站的文檔不包含任何第三方提供的附件圖紙等,如果需要附件,請聯(lián)系上傳者。文件的所有權(quán)益歸上傳用戶所有。
- 3. 本站RAR壓縮包中若帶圖紙,網(wǎng)頁內(nèi)容里面會有圖紙預(yù)覽,若沒有圖紙預(yù)覽就沒有圖紙。
- 4. 未經(jīng)權(quán)益所有人同意不得將文件中的內(nèi)容挪作商業(yè)或盈利用途。
- 5. 人人文庫網(wǎng)僅提供信息存儲空間,僅對用戶上傳內(nèi)容的表現(xiàn)方式做保護處理,對用戶上傳分享的文檔內(nèi)容本身不做任何修改或編輯,并不能對任何下載內(nèi)容負(fù)責(zé)。
- 6. 下載文件中如有侵權(quán)或不適當(dāng)內(nèi)容,請與我們聯(lián)系,我們立即糾正。
- 7. 本站不保證下載資源的準(zhǔn)確性、安全性和完整性, 同時也不承擔(dān)用戶因使用這些下載資源對自己和他人造成任何形式的傷害或損失。
最新文檔
- 《家樂福模式分析》課件
- 管理顧問工作總結(jié)
- 房地產(chǎn)行業(yè)客服經(jīng)驗分享
- 服裝行業(yè)的保安工作總結(jié)
- 中央財經(jīng)大學(xué)財務(wù)管理課件-風(fēng)險與報酬
- 銀行求職自我介紹(15篇)
- 2023-2024年項目部治理人員安全培訓(xùn)考試題(原創(chuàng)題)
- 《電子政務(wù)》課件
- 2024年公司項目部負(fù)責(zé)人安全教育培訓(xùn)試題含答案(模擬題)
- 銷售個人年度工作總結(jié)(7篇)
- 2025年行政執(zhí)法人員執(zhí)法資格考試必考題庫及答案(共232題)
- 2025年北京探礦工程研究所招聘高校應(yīng)屆畢業(yè)生歷年管理單位筆試遴選500模擬題附帶答案詳解
- 2025-2030年中國新能源汽車行業(yè)市場分析報告
- 網(wǎng)站建設(shè)合同范本8篇
- 宜賓天原5萬噸氯化法鈦白粉環(huán)評報告
- GB/T 44888-2024政務(wù)服務(wù)大廳智能化建設(shè)指南
- 2024年工廠股權(quán)轉(zhuǎn)讓盡職調(diào)查報告3篇
- 2024年行政執(zhí)法考試題庫及答案(題)
- 針灸推拿題庫及參考答案
- 會計專業(yè)工作簡歷表(中級)
- 頂管施工技術(shù)全面詳解
評論
0/150
提交評論