国际营销概论

刘露

目录

  • 1 Chapter 1 ：The Meaning of Marketing
    • 1.1 The Meaning of Marketing
    • 1.2 Marketing Concept
  • 2 Chapter 2 ：The Market in Marketing
    • 2.1 Marketing Environment
    • 2.2 Business Markets
  • 3 Chapter 3 ：Planning and Marketing in an Organization
    • 3.1 Planning Process
    • 3.2 Strategic Planning
    • 3.3 Marketing Planning
  • 4 Chapter4: A Broader Perspective on Marketing
    • 4.1 Marketing Culture
  • 5 Chapter 5 : Value for Customers
    • 5.1 Customer Value
    • 5.2 Customer Satisfaction
    • 5.3 Relationship Marketing
    • 5.4 5.4 Customer Relationship Management
    • 5.5 Customer loyalty
  • 6 Chapter 6 : A Perspective on Consumer Behavior
    • 6.1 Consumer Behavior
    • 6.2 Consumer Decision-Making Process
    • 6.3 Consumer Problem Solving
  • 7 Chapter 7 : Consumer Insight
    • 7.1 Consumer Insight
    • 7.2 Marketing Research
    • 7.3 Marketing Information System
  • 8 Chapter 8 : The Brand
    • 8.1 Brand Equity
    • 8.2 Building Strong Brands
    • 8.3 Managing Brands
  • 9 Chapter 9 : Segmenting, Targeting, and Positioning.
    • 9.1 Segmentation
    • 9.2 Targeting
    • 9.3 Positioning
  • 10 Chapter 10 : The Marketing Plan
    • 10.1 Business Plan
    • 10.2 Marketing Plan
  • 11 Chapter 13 : Supply Chain and Distribution Strategies
    • 11.1 Marketing Channels
    • 11.2 Channel Strategies
    • 11.3 Logistics
    • 11.4 Physical Distribution
    • 11.5 Retailing and Wholesaling
  • 12 Chapter 14 Consumer-Influence Strategies
    • 12.1 Consumer-Influence Strategies
    • 12.2 Marketing Communication Process
    • 12.3 Advertising
    • 12.4 Public Relations
    • 12.5 Sales Promotion
    • 12.6 Sponsorship
Consumer Behavior

What is consumer behavior?

6.1 Consumer Behavior

DEFINED: Consumer behavior is the dynamic interaction of affect and cognition,behavior, and the environment in which human beings conduct the exchange aspects (product and service purchases) of their lives.

Consumer behavior represents the psychology of marketing. Psychology involves the study of the mind.The way a person's mind is wired plays an essential role in making purchase decisions.The process of how purchase decisions are made can be challenging to understand because the decisions consumers make are related to underlying human behavior. Consumer behavior has been explored through the lenses of marketing actions (for example, advertising and sales) and social psychology.