16 Теор осно&ET

16 Теор осно&ET

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Sheet1 Page 1 Òåîðåòè÷åñêèå îñíîâû àíàëèçà ïîêóïàòåëüíîãî ïîâåäåíèÿ Ñàìûìè âàæíûìè ìîìåíòàìè â ìàðêåòèíãå åñòü èçó÷åíèå è ïîãíîçèðîâàíèå ðåàêöèè ïîêóïàòåëÿ Ñ ýòîé öåëüþ â Ì. èíòåãðèðóþòñÿ çíàíèÿ ïî ýê.òåîðèè, ñîöèàëîãèè, ïñèõîëîãèè Ìîæíî òàêæå îòìåòèòü íåêîòîðûå ïñèõîëîãè÷åñêèå îñîáåííîñòè ïîâåäåíèÿ ïîêóïàòåëÿ. 1. Ýôôåêò Àëëå: åñëè òîâàð èìååò êàêèå-òî ïîçèòèâíûå ÷åðòû ê êîòîðûì ñòðèìèòñÿ ïîòðåáèòåëü òî è âåñü òîâàð âîîáùå áóäå ò 2. Îöåíêà òîâàðà ïî ôèçè÷åñêèì àòðèáóòàì. 3. Ýôôåêò Òîíäàéêà. Ïàìÿòü èìååò îïòèìàëüíóþ òåíäåíöèþ çàäåðæèâàòü âñå ïîçèòèâíûå ýìîöèè 4. Ïðàâèëî Ãàìïåðòîíà: âåðîÿòíîñòü æåëàåìîãî ðåçóëüòàòà îáðàòíî-ïðîïîðöèîíàëüíà ñèëå ñ êîòîðîé æåëàþò. 5. Ïðàâèëî Ðóäèíà: â ñëîæíûå ýêñïåðèìåíòàëüíûå ñèòóàöèè ÷åëîâåê âñåãäà âûáèðàåò íàèõóäøèé òîâàð 6. 6.Ýôôåêò «Êëåëîãî âèíîãðàäà»: ñíèæåíèå öåííîñòè òîâàðà èìååò ìåñòî êîãäà òîâàð ñòàíîâèòñÿ íåäîâòÿæèìûì
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 2

16 Теор осно&ET

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online