Documentos de Académico
Documentos de Profesional
Documentos de Cultura
A FRAMEWORK
John C. Mowen &
Michael S. Minor
Chapter 1: An Introduction to
Consumer Behavior
Foundation of Marketing
Management
Public Policy and Consumer
Behavior
Altruistic Marketing
Personal Value
Three Research
Perspectives on
Consumer Behavior
The Decision-Making Perspective
Evaluation
The Experiential
Perspective.
. . . proposes that in
some instances
buying results from
the consumer’s need
for fun, to create
fantasies, obtain
emotions, and
feelings.
Frequently uses
interpretative
research methods.
The Behavioral
Influence Perspective . .
.
Service Status
Money Feelings
Dimensions of Exchange
Relations
Four types of consumer exchange
relations have been identified:
groups and families
culture
subculture
regulatory environment
Managerial Applications
Analysis (PERMS)
Five factors to consider when using
consumer behavior principles to
develop managerial strategy are:
positioning and differentiation
environmental analysis
marketing research
marketing mix
segmentation