沃顿商学院 市场营销 讲义(21).pdf

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1、!#$%&%($%)*%!+,-./,+%0+1+%23&%45+.6#,+7%($%)*%08.+%9.#5:5&;%3+#,&%?63,:%Shopper marketing Decision process is staged Process is 24/7 and omni-channeled Need to understand the shopping experience from the shoppers point-of-view Shoppers make impulse purchase decisions Shoppers make decisions on habit

2、,intuition and emotion Shoppers make decisions based on what they see(and miss)Shoppers think in terms of personal relevance(who is it for?When do I use it?)You need to be in their lives.Shopping Process is multi-staged/multi-channeled Evaluate Evaluate ProductsProducts Awareness Awareness of Needof

3、 Need Identify Identify ProductsProducts Get Information Get Information about Productsabout Products Purchase Purchase ProductProduct YesYes NoNo?Use Use Product(s)Product(s)Word of Word of MouthMouth?PostPost-Purchase Purchase Positive Positive EvaluationEvaluation YesYes NoNo Decision making ofte

4、n proceeds in stages.Although real decisions are more complex,simple stage models are very useful for analyzing customer behavior and the marketing actions that are most likely to be successful.Well focus on each of these stages and think about how the consumer makes the decisions As a marketer,you want to make sure your brandbrand is still in contention as the consumer progresses from stage to stage If you can identify the stage in which your brand drops out,you can identify a clearer remedy for the problem.