销售--管理有利润的客户关系6(ppt 28页)（英文版）

销售--管理有利润的客户关系6内容提要:
Case Study
Harley “Hogs” account for 1/5 of U.S. cycle sales
Sales have exceeded supply for years
Four stock splits, increase of 7,100%
Fiercely loyal clientele revolves around 7 core customer types
Harley owners use their bikes to express their lifestyle and attitudes
Advertising reflects the Harley mystique
Definitions
Consumer Buying Behavior
Buying behavior of individuals and households that buy products for personal consumption.
Consumer Market
All individuals/households who buy products for personal consumption.
Model of Consumer Behavior
Stimulus Response Model
Marketing and other stimuli enter the buyer’s “black box” and produce certain choice/purchase responses.
Marketers must figure out what is inside of the buyer’s “black box” and how stimuli are changed to responses.
Characteristics Affecting Consumer Behavior
Hispanics
35 million consumers purchase $425 billion worth of goods and services.
Expected to grow 64% in 20 years.
Spanish media makes group easy to reach.
Brand loyal group.
Characteristics Affecting Consumer Behavior
African Americans
35 million consumers purchase $527 billion worth of goods and services.
Growing more affluent / sophisticated.
Price and brand name conscious; quality and selection are important.
Certain media target this group.
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