CB 1

CB 2


CB 3 CB
16





( )

:
() (Ultimate
consumer)
() (Industrial user)
CB CB 4



.

:
()

()
()
CB CB 5


-




marketing

CB CB 6





:
;
; ; ;
;
; ;
;
; (,,)
CB 7
CB 21


Marketing Mix
,,,

(stimulus)
(intervening variables)

(RESPONSE)
CB 8 CB
Stimulus Black Box Response 20
 ,
,
,

,

CB 9


: SMITH, RICARDO, MALTHUS, MILL

:JEVONS, MARSHALL

: SAINT-SIMON, FOURIER, CABET, OWEN

: MARX, ENGEL, KAUTSKY, LENINE, BOUKHARINE

: BAIN, AFTALION, KEYNES

CB intro 10


CB
CB 11 2

:
-
-

Karl Marx
( GRUNDRISSE)

Prod 3 CB 12

,
,
,
, ,
, ,
, ,

CB 13
 :

,
CB 14



NEO-FREUDIANS
NEO-FREUDIANS
ADLER
ADLER

FROMM
FROMM

HORNEY
HORNEY

CB 15


8
 (PERCEPTION)


,

CB 16


CB 17


I. (ATTENTION)
II.
(INTERPRETATION)

CB 18


..

..

,

:
, , , ,

CB 19


CB 20


(LIFE STYLE)


CB

CB 21


,,
,
,
,
,
,
,

CB 22
 PAVLOV

FEEDBACK

CB 23
 -ATTITUDES

(INVOLVMENT)

CB 24


CB 25


,,,
,,,
,,
,
,,

MARKETING ,,,,,

CB 26
 GOFFMAN

SELF IMAGE
IDEAL SELF


REAL SELF

SELF REFERENCE CB 27
IMAGE 10
 LEWIN

CB 28 CB


CB
,,
CB 29



-
-
-

CB 30 22 CB


CB CB 31

REFERENCE GROUPS

(-)
CB 32


(,)

(, )

CB 33
 H

,
.
CB 34


CB
35


CB 36

CONSUMPTION DECISIONS

CB
;;;;; 37


CB 38
 :

CB 39


35 35

:35
:35


::
: :


::BrandBrandManager
Manager
::


::600 600000
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(45000
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::


:: Super
Supermarket
market
:,,,
:,,,
::,,.
,,.
,
, ...
...

CB 40
 =f ( )
=f ( )
=

:
-
-
-
CB 41 CB


18% 22%
35% 28%

31% 37%
16% 13%

/
CB 42 CB

;
- -

; ; ; ;
; ;



DECISION

CB 43 CB


CB 44

Types of RISK

CB 45




(, , )

Brand loyalty
Store loyalty
Corporate
Shopping
CB center CB 46


CB
47 CB
43


CB 48
 STORE CHOICE

--

;
;
;
; Store loyalty

CB ; CB 49


( , )
/ /
/
/



/ Store Atmosferics
CB 50


1. Merchandising


(, )


, ,

2.
CB 51 CB

Post-purchase behaviour

CB 52


CB 53

Impulse buying

:




Impulse buying
CB 54


CB 55


(USAGE RATE)

POTENTIAL NO-POTENTIAL
HEAVY MEDIUM LIGHT

CB 56


(, , )
( , )

(, , , )
CB 57

&

..
, , ..

..

...

. ,
,


.
CB 58

&

Marketing


( & )
CB 59

&

Cognitive

Affective

Conative

(Affect)
CB 60

&

(Cognitive Consistency Theory)

(Fuctional Theories)

(Dissonance Theory)

(Learning Theories)

(Inoculation Theory)
Ben
(Bens Self Perception Theory) CB
CB 61
51



&
&

&

CB 62
Edell & Burke, 1987

&


==x
x x
x
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AAoo==



xx==




xx==
(evaluation)
(evaluation)


==

x
x

--
(x)
(x)

(
(x)
x)

xx



CB 63


CB 64

()

..

CB 65


CB 66


CB 67


..
/ /
CB 68


CB 69
 INVOLVEMENT

CB 70
INVOLVEMENT

...

CB 71
 INVOLVEMENT


:

CB 72
 INVOLVEMENT

() ()

() ()

CB 73
(Assael, 1992)
 INVOLVEMENT

- :

,

,

,

(Kapferer & Laurent, 1985)

CB 74
 INVOLVEMENT

- :
(..)

( )
(Kapferer & Laurent, 1985)

CB 75


,
(),
...
:




...
CB 76



- -
- -
, , ,
..

, ,

CB 77


(Physical
(PhysicalSurroundings)
Surroundings)


(Social
(SocialSurroundings)
Surroundings)



(Temporal
(TemporalPerspective)
Perspective)



(Task
(TaskDefinition)
Definition)


(Antecedent
(AntecedentStates)
States)

CB 78


((..
..

/)
/)









((..
..
)
)



(()
)











((..
..
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!!!!!!!!
!!!!!!!!
CB 79


,
,,
,



.
.

CB 80



(consumer information
(consumer information sources)
sources)

(, ) (, ( (,
) ) )
CB 81

(5 )

CB 82




(evaluation of
(evaluation of alternatives)
alternatives)

brand image
CB 83

: . -

tour-operators
tour-operators

travel
travelagents
agents


w mo
or ut
d h
of

& ,
,



CB 84

(consumer information sources)

media
-
CB 85


::

( -
)

CB 86