基本信息
文件名称：第16章替代方案评估与选择：消费者决策过程.pptx
文件大小：3.64 MB
总页数：33 页
更新时间：2026-04-01
总字数：约8.84千字
文档摘要
CHAPTER16AlternativeEvaluationandSelectionCopyright?2013byTheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/Irwin
16-2PARTIV:CONSUMERDECISIONPROCESS
L01L02L03L05L04DiscusshowactualconsumerchoiceoftendiffersfromrationalchoicetheorySummarizethetypesofchoiceprocessesconsumersengageinExplainevaluativecriteriaandtheirmeasurementDescribetheroleofevaluativecriteriainconsumerjudgmentandmarketingstrategySummarizethefivedecisionrulesforattribute-basedchoiceandtheirstrategicrelevanceLearningObjectives16-3
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