Task Four Analysis of International Buyers’ Purchasing Behavior（课件）- 《国际市场营销实务》同步教学（对外经贸大学·2011）

Analysis of International Buyers’ Purchasing Behavior Task Four The buying behaviors of consumers and organizations need to be analyzed in order: to select the most potential markets to make a marketing plan that can match customers’ requirements. I ANALYSIS OF THE INTERNATIONAL CONSUMER BUYING BEHAVIOR International consumers are quite different from those in domestic markets. They are keeping changing in their preferable tastes, open to the new, and want the product to be flexible and adaptable to their needs and preferences. ----Look at Mini-Case 4.1 1. THE SCOPE OF INTERNATIONAL CONSUMER ANALYSIS The study of international consumers helps understand : How consumers think, feel, reason, and select between different alternatives; How consumer motivation and decision strategies differ between products; The behavior of consumers when they are shopping; How marketers can adapt and improve their marketing campaigns to more effectively reach the consumer. 2. ANALYSIS OF INTERNATIONAL CONSUMER BUYING BEHAVIOR 2.1 Analyzing the International Consumer Buying Process The International Consumer Buying Process (1) Need Recognition (2) Information Search—Look at Skill Training 4.1 (3) Evaluation of Alternatives (4) Purchase Decision (5) Post Purchase Behavior Skill Training 4.1 If you are a marketing representative, how can you make the customers gain as much information as possible of the following products? (1) The Chinese cars in foreign countries (2) The foreign cosmetics products in Chinese markets (3) The foreign restaurants chains in Chinese markets. Back 2.2 EXAMINING THE INTERNATIONAL CONSUMER BUYING BEHAVIOR Complex Buying Behavior Dissonance Reducing Buying Behavior Variety Seeking Buying Behavior Habitual Buying Behavior 2.3 EXAMINING THE FACTORS THAT INFLUENCE INTERNATIONAL CONSUMER BUYING BEHAVIOR In the buying process, international consumers are not just influenced by the marketers and the products. There are a number of other factors affecting