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消费者行为(英文版)15

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CONSUMER BEH****IOR 1155-1-1 Fourth Edition Michael R. Solomon CChhaapptteerr 1155 Age Subcultures Copyright 1999 Prentice Hall AAggee aanndd CCoonnssuummeerr 1155-2-2 IIddeennttiittyy • An Age Cohort consists of people of similar ages who have undergone similar experiences. • Marketers need to know how to communicate with members of an age group in their own language. • General ****rketing strategies often have to be modified to fit specific age groups. • Adults over 30 are most susceptible to Nostalgia appeals, especially for items associated with childhood or adolescence. Copyright 1999 Prentice Hall AAggee aanndd CCoonnssuummeerr 1155-3-3 IIddeennttiittyy SShhaarreedd SShhaarreedd MMeemmoorriieess EExxppeerriieenncceess AAggee CCoohhoorrtt IIddeennttiittyy NNoossttaallggiiaa AAppppeeaall Copyright 1999 Prentice Hall TTeeeenn VVaalluueess aanndd 1155-4-4 CCoonnfflliiccttss • Teens use products to express their identities, explore the world and their new-found ****s in it, and rebel against their parents. • Marketers often do their best to assist Teens in the above decisions. • The five most important social issues for Teens are: – AIDS, – Race relations, – Child abuse, – Abortion, and – The environment. Copyright 1999 Prentice Hall TTeeeenn VVaalluueess aanndd 1155-5-5 CCooTnhnefrfleliiaccrettsFsour Themes of Conflict Common to All Teens: Autonomy Vs. Belonging Rebellion Vs. Conformity WWaannttIInnddeeppeennddeenncceebbuutt Rebellion Against Social Norms but NNeeeeddSSuuppppoorrtt Want Acceptance Narcissism Vs. Inti****cy Idealism Vs. Prag****tism Obsessed With Appearance but Must Reconcile How the World Want Sincere Relationships Should be With Reality Copyright 1999 Prentice Hall AAppppeeaalliinngg ttoo tthhee TTeeeenn 1155-6-6 MMTahaerrTkkeeeenttAge Group is Growing Nearly Twice as Fast as the General Population and is Expected to Number 30 Million by 2005. ““SSkkiippppiieess”” SSppeenndd$$33,,000000 PPeerrYYeeaarr FFaammiillyy Characteristics ““SSaavvvvyy”” SShhooppppeerrss of the Teen CCoonnssuummeerrss IInnfflluueenncceePPaarreennttaall Market WWaarryyooff PPuurrcchhaasseeDDeecciissiioonnss ““LLiieessaannddHHyyppee”” ““CCoonnssuummeerrss--iinn-- TTrraaiinniinngg”” Copyright 1999 Prentice Hall BBaabbyy BBuusstteerrss:: 1155-7-7 ““4G4G66eMMeinilnllliieooennrraattiioonn XX”” PPuurrcchhaasseerrssooff BBoorrnn BBeeeerr,, FFaasstt BBeettwweeeenn FFoooodd,, && 11996600--11997766 CCoossmmeettiiccss 2200’’ssBBuusstteerrss CChhaarraacctteerriissttiiccss SSoopphhiissttiiccaatteedd SSppeenndd $$112255 ooff SShhooppppeerrss BBiilllliioonnYYeeaarrllyy MMaannyy ““GGeenneerraattiioonn XX”” DDiivveerrssee SSeeggmmeennttss FFoorrmmiiddaabbllee MMaarrkkeet t SSeeggmmeenntt Copyright 1999 Prentice Hall ““GGeenneerraattiioonn XX”” 1155-8-8 SSeeggmmeennttss CCyynniiccaall MMoossttPPeessssiimmiissttiiccaanndd DDiissddaaiinneerrss SSkkeeppttiiccWaWaloloAArrlbldbdoouutttthhee TTrraaddiittiioonnaall Upbeat, Optimistic About MMaatteerriiaalliissttss the Future, and Actively Striving for the American HHiippppiieess RReevviissiitteedd Dream FFiiffttiieess TTeennddttooEEssppoouusseetthhee MMaacchhoo NNoonnm****aototefefrtrithiahaeleliis6s6t0ti0ic’c’ssVVaalluueess BBeelliieevveeiinnTTrraaddiittiioonnaall GCGCeoeonnnndsdseeeerrrrvRvRaaototilivleveeses,,,,aPaPnonodldliitLtiLiceceaaaalsllslytyt AAcccceeppttiinnggooffMMuullttiiccuullttuurraalliissmm Copyright 1999 Prentice Hall TThhee CCoolllleeggee 1155-9-9 MMaarrkkeettAAddvveerrttiisseerrssSSppeenndd$$1****MMiilllliioonnaaYYeeaarrttoo IInnfflluueenncceeTThheemm PPuurrcchhaassee$$2200BBiilllliioonnWWoorrtthhooffPPrroodduuccttssaaYYeeaarr MMeeddiiaaHHaabbiittss WWaattcchhLLeessssTTVVaanndd RReeaaddFFeewweerrNNeewwssppaappeerrss RReeaaddCCoolllleeggeeNNeewwssppaappeerrss RReeaacchhTThhrroouugghhSSaammpplleerrBBooxxeess UUsseeooffPPoosstteerrss((WWaallllMMeeddiiaa)) SSpprriinnggBBrreeaakk Copyright 1999 Prentice Hall BBaabbyy 1155-1-100 BBoooommeerrss • Baby Boomers, those in their mid-thirties and fifties, exert the most impact on consumption patterns. – The reason: Power in Numbers. • The “Woodstock Generation” created a revolution in style, politics, and consumer attitudes. • Consumers aged 35 to 44 spend the most on housing, cars, and entertainment. • Consumers aged 45 to 54 spend the most of any age on food, apparel, and retirement programs. • These consumers have created a new baby boom of their own called Baby Boomlets and they are part of a new emphasis on children and family. Copyright 1999 Prentice Hall TThhee GGrraayy 1155-1-111 MM•aaTrrhkkeeeGttray Market includes people over age 65 who head over 18 million households. • By 2010, one in every seven Americans will be over 65. • The Gray Market is the second fastest growing segment, only behind the Baby Boomers. • They control over 50% of all discretionary income and spend $60 billion annually. • Most older people lead more active, multidimensional lives than we assume. • Their economic health is good and getting better. – 80% own their own home. Copyright 1999 Prentice Hall TThhee GGrraayy 1155-1-122 MMaarrkkeett Altruism Autonomy Key Values That Motivate Older Consumers Connectedness Personal Growth Copyright 1999 Prentice Hall SSeeggmmeennttiinngg 1155-1-133 SSeenniioorrssOOllddeerr EEllddeerrllyy 5555--6****4 6655--7744 SSuubbsseeggmmeennttssoofftthheeMMaattuurreeMMaarrkkeett VVeerryyOOlldd AAggeedd 8855++ 7755--8844 Copyright 1999 Prentice Hall GGuuiiddeelliinnee ffoorr 1155-1-144 EEffffeeccttiivvee AAddvveerrttiissiinnggKKteteoeoepptLtLhahannegeguuaaggeeSSiimmppllee EEllddeerrllyy UUsseeCClleeaarr,,BBrriigghhttPPiiccttuurreess UUsseeAAccttiioonnttooAAttttrraaccttAAtttteennttiioonn SSppeeaakkCClleeaarrllyy,,aannddKKeeeeppWWoorrddCCoouunnttLLooww UUsseeSSiinngglleeSSaalleessMMeessssaaggee AAvvooiiddEExxttrraanneeoouussSSttiimmuullii Copyright 1999 Prentice Hall
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