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消费者行为学(“十二五”普通高等教育规划教材·经管系列)
$36.60
《消费者行为学/“十二五”普通高等教育规划教材·经管系列》从实践出发,通过分析客观的市场消费现象来分析消费心理与行为规律,以反映消费者行为学理论在营销实践中的运用,从而体现消费者行为学的应用性特征。
《消费者行为学/“十二五”普通高等教育规划教材·经管系列》共分为12章,包括消费者行为学概述、消费者信息处理过程、营销信息沟通与说服、个体因素与消费者行为、社会因素与消费者行为、影响消费者行为的情境因素、价格因素...
《消费者行为学/“十二五”普通高等教育规划教材·经管系列》共分为12章,包括消费者行为学概述、消费者信息处理过程、营销信息沟通与说服、个体因素与消费者行为、社会因素与消费者行为、影响消费者行为的情境因素、价格因素与消费者行为、需要认知与信息搜寻、购买方案的评价、购买决定与购买实施、购后行为与购后感受、互联网与消费者行为等。
《消费者行为学/“十二五”普通高等教育规划教材·经管系列》可作为普通高等院校市场营销、工商管理专业的教材使用,也可作为市场营销人员的相关培训用书。
第1章 消费者行为学概述
本章学习目标
导引案例 对消费者行为的错误理解
1.1 消费者行为学的内涵
1.1.1 消费、消费者与消费者行为
案例链接 某岛国上鞋子的潜在消费者
资料链接消费者为什么要“团购”
案例链接 广告没有打动“购买者”
案例链接 色情广告与度假旅游
案例链接 飞镖玩具的“爱”与“恶”
资料链接 超市营销在消费者购买行为过程中存在的问题
1.1.2 消费者行为学的概念
1.2 消费者行为学的研究体系
1.2.1 消费者行为学的研究任务
1.2.2 消费者行为学的研究内容
案例链接 越贵越买
案例链接 “孩之宝”的成功之道
案例链接 香皂和可乐瓶子的设计
案例链接 雅兰苑的“攻心术”
1.3 消费者行为学的产生与发展
1.3.1 消费者行为学产生、发展的历史条件
1.3.2 消费者行为学发展历史简介
本章思考题
本章典型案例 非处方药市场消费者行为分析
第2章 消费者信息处理过程
导引案例 色彩营销:打动消费者好“色”之心
2.1 消费者的信息获取
2.1.1 感觉
2.1.2 知觉
2.1.3 认知
2.1.4 信息处理过程
2.2 暴露
2.2.1 暴露的选择性
资料链接 扩大偶然接触机会
2.2.2 感觉阈限
资料链接 差别阈限的运用
案例链接 辛先生的甜甜圈与最小可觉差
2.2.3 阈下知觉
资料链接 阈下技术的应用
2.2.4 过度暴露
案例链接 岁末促销易患“审美疲劳
2.3 注意
2.3.1 注意的含义及特征
2.3.2 注意的类型
2.3.3 影响注意的因素
资料链接 利用动态方式引起注意并提高销售额
案例链接 “丑女”多芬大冒险
2.4 理解
2.4.1 数据驱动处理与概念驱动处理
2.4.2 影响理解的因素
本章典型案例 麦当劳“变脸”让品牌更年轻
第3章 营销信息沟通与说服
导引案例 耐克依托百度与消费者零距离沟通
3.1 传播的特点
3.1.1 传播的基本模型
3.1.2 信源的特点
……
第4章 个体因素与消费者行为
第5章 社会因素与消费者行为
第6章 影响消费者行为的情境因素
第7章 价格因素与消费者行为
第8章 需要认知与信息搜寻
第9章 购买方案的评价
第10章 购买决定与购买实施
第11章 购后行为与购后感受
第12章 互联网与消费者行为
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