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代写留学生市场营销学论文

论文作者:留学生论文论文属性:硕士毕业论文 thesis登出时间:2011-04-20编辑:zn1987点击率:3466

论文字数:3321论文编号:org201104201627345581语种:英语 English地区:美国价格:$ 66

关键词:marketingConsumer

Chapter one Literature review
1.1 Marketing

1.1.1 The relation between consumer action and the marketing
Even if this 留学生论文代写 approach provides insights about potential target country markets, no information is provided on the within-country consumers’ heterogeneity and their response to marketing efforts. In this context it has to be stated that the globalization of consumer markets and the global acceptance of products and brands lead to a globalization of consumers’ action and attitudes. Existing studies show that on certain consumer actions, cross-cultural differences have minimal or no impact and that, under certain conditions, there is a greater similarity in the values of customers from different countries than amongst different customers in the same countries. As former communist countries turn to capitalism and developing economies become more affluent, consumer culture is spreading from the West to other parts of the world and the demand for luxury products is increasing (John F. Willenborg ,1971). Stimulated by mass media, tourism and multinational marketing campaigns, even consumers of the so-called third world seem to be starting to want luxury consumer goods –before having adequate nutrition (Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B., 2004). Therefore, it is useful to use groups of consumers instead of countries as a basis for identifying international segments (Jain 1989). Within a segment and regarding a particular culture-independent, product category just like fashion, cars, luxuries, consumer actions do not vary across cultures or countries . For example, information search and exchange can be regarded as universal, consumer behaviors and can be observed in all cultures. Related to the cognitive processes underlying decision making which are not cultural issues, but standardized decision-making paths that differ within, not across cultures (McCombs, 1972) – so-called marketing universals are more useful (Shaver, P., Schwartz, J., Kirson, D., & Oconnor, C, 1987). This includes globalize strategies and an inter-market-segmentation approach to world markets with the identification

1.1.2 The relation between consumer action and the seller action
There is the Step of the Consumer Buying Process. Consumers first become aware of a new product, then progress to knowledge and liking. Next steps of pReference and conviction begin to their emotion, and finally lead to purchase of the product. The marketing goal is to move the customer “quickly” through this buying process (Mathwick, C., Malhotra,https://www.51lunwen.org/liuxuelunwendx/ N., & Rigdon, E, 2001).
Most companies spend inordinate amounts of money on the "knowledge" step as they deliver product specifications in an almost never ending stream. This is a high focus on the "rational" component of the decision.

Reference
John F. Willenborg (1971), "DETERMINING THE DURABLE PRODUCT  OF HOUSEHOLDS", in Proceedings of the Second Annual Conference of the Association for Consumer Research,  Association for Consumer Research, Pages: 108-118.
Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: Business to business service context. Journal of the Academy of Marketing Science, 32(3), 293-311.
Jain (1989), Analysis of Electro-Discharge Drilling of a Precision Blind Hole in HSS using a Bit Type of Tools
Schwarz, N. (1987). Feeli论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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