消費(fèi)者行為學(xué)

定　價(jià)：￥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(xiàng)：	工商管理精要系列
標(biāo)　簽：	預(yù)測(cè)

ISBN：	9787300024851	出版時(shí)間：	1997-12-01	包裝：	精裝
開(kāi)本：	24cm	頁(yè)數(shù)：	206	字?jǐn)?shù)：

內(nèi)容簡(jiǎn)介

　　了解消費(fèi)者行為對(duì)于有效的市場(chǎng)營(yíng)銷(xiāo)為什么是必不可少的？理解人們的購(gòu)買(mǎi)原因是怎樣幫助營(yíng)銷(xiāo)人員進(jìn)行銷(xiāo)售的？人們對(duì)于產(chǎn)品的態(tài)度是怎樣形成，又是怎樣被改變的？營(yíng)銷(xiāo)經(jīng)理該做些什么去說(shuō)明消費(fèi)者購(gòu)買(mǎi)自己的產(chǎn)品，并成為“回頭客”呢？本書(shū)對(duì)上述問(wèn)題及其他有關(guān)問(wèn)題作了清楚而確切的解釋。對(duì)于那些接受短期培訓(xùn)的管理者、MBA，以及想迅速了解這一問(wèn)題核心內(nèi)容的教師和學(xué)生來(lái)說(shuō)，都不失為極具價(jià)值的參考書(shū)。它還可以作為管理人員的藏書(shū)，以及那些有抱負(fù)的管理人員完善自己知識(shí)和技能的參考資料。

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圖書(shū)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