Source: Philip
Source: Philip Kot ler
Kot ler –
–Chapter 5
Chapter 5 Translat ed and Edit ed by Nguyen Van
Translat ed and Edit ed by Nguyen Van Thoan
Thoan
Ch−¬ng
2
Ch
Ch−¬
−¬ng
ng
2
2
PRINCIPLES OF MARKETING
Ph©n tÝch
Ng−êi tiªu dïng c¸ nh©n
Individual consumer analysis
What is the link between Consumer Analysis and
Marketing Strategy?
“Awareness, Analysis, Action”
Mèi quan hÖ gi÷a ph©n tÝch ng−êi tiªu dïng vμ
chiÕn l−îc marketing?
“T×m hiÓu, ph©n tÝch vμhμnh ®éng”
Tæng quan vÒ ph©n tÝch
Hμnh vi ng−êi tiªu dïng
H
Hμ
μnh
nh vi
vi ng
ng−
−êi
êi ti
tiª
ªu
ud
dï
ïng
ng
rÊt
rÊt ®
®a d
a d¹
¹ng
ng
“
“There never w as in t he w orld t w o opinions a like,
There never w as in t he w orld t w o opinions alike,
no m ore t han t w o hairs or t w o grains;
no m ore t han t w o hairs or t w o grains;
t he m ost universal qua lit y is diversit y.
t he m ost universal qua lit y is diversit y. ”
”
Michel de
Michel de Mon t aign e
M ont a igne 1533
1533 -
-9 2 , Essays, Book I I , Chapt e r 3 7 ,
9 2 , Essays, Book I I , Chapt e r 3 7 , ‘
‘Of t he
Of t he
resem blance of children t o t heir fa t hers
resem blance of children t o t heir fa t hers’
’
T
T¹
¹i
i sao
sao ph
ph
i
iph
ph©
©n
ntÝch
tÝch ng
ng−
−êi
êi ti
tiª
ªu
ud
dï
ïng
ng
Why Study Consumer Behaviour?
Why Study Consumer Behaviour?
T¸c dông ®èi víi marketing (Vi m«)
•HiÓu biÕt vÒ nhu cμu, c¬ cÊu thÞ truêng
•Ph©n ®o¹n thÞ tr−êng
•T¸c ®éng hiÖu qu¶dÕn lùa chän s¶n phÈm, dÞch vô
T¸c dông vÒ mÆt x· héi (VÜ m«)
•HiÓu biÕt vÒ v¨n ho¸
•nh h−ëng v¨n ho¸, x· héi ®Õn tiªu dïng
•Marketing t¸c ®éng ®Õn ng−êi tiªu dïng nh−thÕ nμo (Thêi trang, tiªu
dïng, lèi sèng, së thÝch, ...)
T¸c dông kh¸c
•Mèi quan t©m nhiÒu h¬n ®Õn hμnh vi cña con ng−êi
•HiÓu biÕt vÒ b¶n th©n ho¹t ®éng tiªu dïng
•Tim hiÓu vÒ c¸c kh¸i niªm t©m lý liªn quan
T¸c dông ®èi víi marketing (Vi m«)
•HiÓu biÕt vÒ nhu cμu, c¬ cÊu thÞ truêng
•Ph©n ®o¹n thÞ tr−êng
•T¸c ®éng hiÖu qu¶dÕn lùa chän s¶n phÈm, dÞch vô
T¸c dông vÒ mÆt x· héi (VÜ m«)
•HiÓu biÕt vÒ v¨n ho¸
•nh h−ëng v¨n ho¸, x· héi ®Õn tiªu dïng
•Marketing t¸c ®éng ®Õn ng−êi tiªu dïng nh−thÕ nμo (Thêi trang, tiªu
dïng, lèi sèng, së thÝch, ...)
T¸c dông kh¸c
•Mèi quan t©m nhiÒu h¬n ®Õn hμnh vi cña con ng−êi
•HiÓu biÕt vÒ b¶n th©n ho¹t ®éng tiªu dïng
•Tim hiÓu vÒ c¸c kh¸i niªm t©m lý liªn quan