[마케팅]소비자 행동분석 & MIS

소개글

마케팅의 대가 필립 코틀러의 교재를 참고해서 작성한 소비자 행동분석 영문 레포트 입니다. 영문보고서는 드물거 같은데, 혹시 필요하신분이 있을까봐 올립니다. 필요하시면, 많이 받으시구 도움이 되실길 바래여...

목차

Ⅰ. Consumer Markets and Consumer Buyer Behavior
1. Model of Consumer Behavior
2. Factors Influencing Consumer Behavior
3. Types of Buying Decision Behavior
4. The Buyer Decision Process

Ⅱ. Marketing Research and Marketing Information Systems
1. MIS
2. The Marketing Research Process
3. Other Marketing Research Consideration

본문내용

Ⅰ. Consumer Markets and Consumer Buyer Behavior

1. Model of Consumer Behavior

The starting point for understanding consumer buying behavior is the stimulus response model shown in <Figure 1>. As this model shows, both marketing and environmental stimuli enter the buyer's consciousness. In turn, the buyer's characteristics and decision process lead to certain purchase decisions. The marketer's task is to understand what happens in the buyer's consciousness between the arrival of outside stimuli and the buyer's purchase decisions.
As this model indicates, a consumer's buying behavior is influenced by cultural, social, personal, and psychological factors.

<Figure 1>

2. Factors Influencing Consumer Behavior

(1) Cultural Factors Influencing Buyer Behavior

Culture
Culture is the most fundamental determinant of a person's wants and behavior. A child growing up in the United States is exposed to these broad cultural values: achievement and success, activity, efficiency and practicality, progress, material comfort,
individualism, freedom, external comfort, humanitarianism, and youthfulness.

참고 자료

Philip Kotler, 『A Framework For Marketing Management』, Prentice Hall, 2001
E. Jerome Mccarthy and William D. Perreault Jr., 『Essentials Of Marketing』, Irwin, 1991