CONSUMER

BEHAVIOR

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AN Shenghui, UIBE

1. Product
2. Promotion
3. Price
4. Channels of
distribution

1.
2.
3.
4.
5.

1.
2.
3.
4.
5.

1.
2.

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2011
10
2011
Consumer Behavior: Building Marketing
Strategy, 10th edition
Del J. Hawkins, Roger J. Best, Kenneth A.
Coney

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10%
15%
25%
50%

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2
TAS
1122

10-15

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AN Shenghui, UIBE

12PPT
12TAS

AN Shenghui, UIBE

AN Shenghui, UIBE

20001112
2
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5
5

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An Economic View
A Passive View
A Cognitive View
An Emotional View

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AN Shenghui, UIBE

AN Shenghui, UIBE

AN Shenghui, UIBE

AN Shenghui, UIBE

AN Shenghui, UIBE

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Personal Consumer
Organizational Consumer

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AN Shenghui, UIBE

AN Shenghui, UIBE

Production Concept

Product Concept

Selling Concept

Marketing Concept

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SocietalANMarketing
Concept

Production Concept

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The Product Concept

(Marketing Myopia)
,

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The Selling Concept

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Marketing Concept

Marketing objectives:

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Consumer Research
Segmentation
Targeting
Positioning

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Societal Marketing
Concept

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AN Shenghui, UIBE