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 Decision-Making Process

How do consumers identify and evaluate choices?


6.2 Consumer Decision-Making Process


DEFINED The consumer decision-making process is the steps that consumers take to identify and evaluate choice options.


The consumer decision-making process can range from a simple, low-involvement decision made without much investigation, to a programmed response to a complex high-involvement cognitive task. Involvement is primarily classified into two segments: high and low. High involvement is typically considered a cognitive and verbal process that is referred to as left-brain processing.


Consumers under high-involvement conditions often reach deeper levels of information processing due to the significance of the decision being made. However, some high-involvement situations maybe considered nonverbal, emotional, and even metaphorical; these are referred to as right-brain processing. Low-involvement situations are much like hypnotic suggestion and involve links to brain pathways that have been formed from prior experiences. This is common with routine purchases that offer little risk.


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Consumer purchase decisions are influenced by personal, psychological, situational, and social factors. The extent to which businesses can understand these influences is significant


when determining success. Each of these areas of influence is discussed in the following sections. Personal Influence on Decision Making.


·Consumer behavior is influenced by a variety of personal characteristics. These personal characteristics include self-identity, personality, lifestyle, age and life stage (shared life events), vocation, and level of affluence(material comfort or wealth).


·Psychological Influence on Decision Making


Consumer behavior is influenced by a variety of psychological characteristics. These personal characteristics include perception, motivation, attitudes and beliefs, and learning.


·Situational Influence on Decision Making


Consumer behavior is influenced by a variety of situation specific characteristics. These characteristics include the purchase environment, digital environment, time, and context.


·Social Influence on Decision Making


Consumer behavior is influenced by a variety of social characteristics. These characteristics include culture, subculture, global, groups, social class, gender roles, and family.