Problem Recognition Recognition General Need Description Info Product Specification Search/ Supplier Search Eval Proposal Solicitation Purchase Supplier Selection

Bases for Segmenting Consumer Markets Geographic Region, City or Metro Size,Density, Climate Demographic Age, Gender, Family size and Life cycle, Race, Occupation or Income Psychographic Lifestyle or Personality

一、概念 二、研究个人、集团和组织如何选择、购买、使用和处置商品、服务,以满足他们的需要和欲望

Why New Products Fail “ Over Championing” Overestimated demand Poor Design Poor Marketing execution High development Costs Strong Competitive Reaction C2000 Prentice Hall

Services Differentiation Ordering Customer Installation Ease Consulting Delivery Customer Maintenance Training/& Repair

Analyzing Competitors Objectives Strategies Competitor Actions Reaction Patterns Strengths Weaknesses

Analyzing Consumer Markets and Buying Behavior Marketing Management Tenth edition Philip Kotler

Research Approaches observational Focus-group Survey Behavioral Experimental C2000 Prentice Hall

8.1资料的整理 一、编辑

High Performance Business Set strategies to satisfy key. Stake- holders By improving Processes critical business and Resources aligning a Organization