市场信息来自消费者——需求什么？罗雅霖老师店长培训支招
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><B style="mso-bidi-font-weight: normal"><SPAN style="COLOR: black; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-ascii-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">市场信息</SPAN></B><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-ascii-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">来自消费者——需求什么？<?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" /><st1:PersonName ProductID="罗雅霖" w:st="on"><SPAN style="COLOR: black">罗雅霖</SPAN></st1:PersonName><SPAN style="COLOR: black">老师店长培训支招</SPAN></SPAN></B><B><SPAN lang=EN-US style="COLOR: black; mso-bidi-font-size: 10.5pt"><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></SPAN></B></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0"><SPAN style="FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-ascii-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">一般来讲，消费者是产品的最终购买者和使用人，无疑是我们市场信息收集过程中的重要“受访对象”。所以，从</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><FONT face="Times New Roman">4P</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-ascii-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">向</SPAN><st1:chmetcnv w:st="on" UnitName="C" SourceValue="4" HasSpace="False" Negative="False" NumberType="1" TCSC="0"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><FONT face="Times New Roman">4C</FONT></SPAN></st1:chmetcnv><SPAN style="FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-ascii-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">转化而来的新型营销理论便将顾客（</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><FONT face="Times New Roman">Customer</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-ascii-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">）放在了首位。我们要收集有关消费者的信息：</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><FONT face="Times New Roman">a</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-ascii-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">、是要确定光顾同本店的不同消费者群体的消费层次和类别。而衡量消费者消费层次和类别的最主要的指标就是消费者的购买欲望和水平以及他（她）的实际购买力。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><FONT face="Times New Roman">b</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-ascii-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">、我们还必须要充分尊重消费心理和消费习惯。只有先顺应了消费者的消费习惯之后，才能慢慢地引导他们作出略微偏离固有习惯的尝试。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><FONT face="Times New Roman">c</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-ascii-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">、我们要能够充分把握消费者对产品的购买趋势和消费方向。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><FONT face="Times New Roman">d</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-ascii-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">、还有一点不容忽视的就是消费者在购买过程中无意中流露出来的一些信息。比如在某一家庭购买产品的决策过程中，谁是决策人、谁是影响人以及他们之间相互角色的变化以及不同消费者的品牌意识等。当这些信息具有普遍性和共性的时候它就对我们的销售活动会有一定的启发意义了。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US style="COLOR: black; mso-bidi-font-size: 10.5pt"><o:p><FONT face="Times New Roman"> </FONT></o:p></SPAN></B></P>
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