消费者行为学

121••••(LeviStrauss)12080(babyboomers)(1946~1964)1986Dockers50ActionSlacks501Buttonfly2Loose19948~14319923619957542080905199667DockersDockers(Sears)19901990199319958••••••41.120501950//1950205020501953(sales-oriented)(Avon)1980591996(JackieJoyner-Kersee)10••(Tide)(Crest)Folger197719779019857EdwardArtzt1/319901/3UltraPampersArtztArtzt6•Procter&Gamble:WinninginJapanDiscountMerchandise(September1994),p.54;Procter&GambleIsFollowingItsNose,BusinessWeek(April22,1991),p.28AtProcter&Gamble,ChangeUnderArtztIsntJustCosmetic,TheWallStreetJournal(March5,1991),pp.A1andA8;JapanRisestoP&GsNo.3Market,AdvertisingAge(December10,1990),p.42;EdwardArtzt,WinninginJapan:KeystoGlobalSuccess,BusinessQuarterly(Winter1989),pp.12-16.••()()()••(massmarketing)•1.2209020809072080BrooksBrochersKmart11(TotalQualityManagement,TQM)NordstormSaksFifthAvenuceMercedes12(everydaylowpricesEDLP)()()()1996813199414HugoBoss199674002000268•1995929()15~24(Faded)(Street)(FlyZone)(BombtheWall)AdaptedfromUnzipped:ALevisSiteforCulture,NotJustClothes,IQ(November20,1995),pp.8-12.15•Thunderbirds69120•2.616•53017•181.391.3.11.212.A.C.Nielsen(ValueandLifeStyleSurveyVALS)2500()()3.10(GM)19921200//1.3.21.(Panasonic)IBMIBM1911202.20603.()()Frito-Lay1/3()Frito-Lay1/61/31/2()4.CorningPyrexCuadBattleRibbon2012211.41.4.1()()()(relationshipmarketing)131.4.21.4.31.51-1141-1()()()1.61-11-115()()1.7(Reebok)16•••••2050•••()()1-1171.2.3.()4.5.20806.7.8.9.10.1.••••2.1960•(a)(b)(c)(d)(e)(f)(g)(h)(i)196018•19603.1010•(a)(b)(c)(d)•1921•••20904(1)(2)(3)(4)•()BodyShopAnitaRoddickRoddick561Roddick2Roddick1976RoddickRoddickBodyShop2080BodyShop3Roddick4(Shell)5Duluth1993Roddick9002.666RoddickBodyShopRoddick7RoddickRoddick8Roddick92.1103(1)(2)(3)2-12.1.1UptonSinclair(TheJungle)20302060RachelCarson(SilentSpring)RalphNader(UnsafeatAnySpeed)2080DennisHayes(GreenSeal)222-1AdaptedfromJagdishN.ShethandNicholasMammana,WhyConsumerProtectionEffortsAreLikelytoFail,FacultyWorkingPaperNo.104,CollegeofCommerceandBusinessAdministration,UniversityofIllinoisatUrbana-Champaign,April11,1973,p.3.ReprintedwithpermissionfromJagdishN.Sheth,EmoryUniversity.1.1936200(ConsumerReports)Sierra(TheNationalAudubonSociety)(Greenpeace)(TheCitizenHealthResearchGroup)(TheCenterforScienceinthePublicInterest)2.196619731988(ActionforCorporateAccountability)6(NestléS.A.)23(WorldHealthOrganization)111990(H.J.Heinz)Star-KistVanCampChickenoftheSea121991JesseJackson(PUSHorganization)(MediaWatch)Guess100132.1.21.19662-12-119661967196819691972Magnuson-Moss19751990199019902.24(FederalTradeCommission,FTC)(FoodandDrugAdministration,FDA)1914Sinclair1906(FederalCommunicationsCommission,FCC)1990(NutritionalLabelingAct)1991Kraft-GeneralKraftSingles14CitrusHill152070(ConsumerProductSafetyCommission,CPSC)(EnvironmentalProtectionAgencyEPA)2.1.3LeverBrothers25~35(Wal-Mart)16BodyShop2.1.4252025808014.5148.410.517(Ecover)18199075191919892021()()221993WilliamReilly1992Vistula80(Krakow)50040Reilly199626•CleanUpYourLand,EuropeanUnionTellsExEasternBloc,TheNewYorkTimes(September25,1996),p.A11EnvironmentInc.BusinessHorizons(March-April1992),p.9.2.22.2.11890~1980177523192019801.1920(StandardOil)1890(TheShermanAntitrustAct)1906Sinclair(TheMeatInspectionActs)19142.19331100000000GuineaPigs27(OurMastersVoice)(ThePopularPracticeofFraud)(Eat,DrinkandBeWary)(AmericanChamberofHorror:TheTruthAboutFoodandDrugs)193619383.20601962RachelCarson1965RalphNaderNaderWilliamReilly2070241974~19788525262070500272.2.2208019822829303120701/3325033342819891990352.32090209020904(1)(2)(3)(4)362.3.12090(Valdez)(Exxon)199119956362Valdez1437(TheWallStreetJournal)19953820902-11.Sierra(TheEnvironmental29DefenseFund,EDF)(GreenCrossCertification)CloroxWillametteIndustries40392.199020210401993(WhiteHouseOfficeofEnvironmentalPolicy)19964119944042(TheSt.LawrenceCountySolidWasteDisposalAuthority)P&C(Syracuse)433.199344•CranePapers••6199345•23002522546•3047199113.419894.348HeftyGladHandi-Wrap8492.3.220905044503/4511.(2-1)1993(TheCenterforScienceinthePublicInterest)274JanetSteiger522.19905354199131HeartwiseQuakerOatCriscoPuritan1989(GoodStart)(Hypoallergenic)553.Toms1995Frito-Lay2.2556601/357•1989KlondikeLite5058•TacoBellTacoLite59•BestMazolaLightCornOil505010060•EntenmannBakery1.361HeartwiseFiberwise2.3.32121132.8628~133290636461365Rubin66StephensStutts3~567Roedder,SternthalCalder1068BrucksArmstrongGoldberg1069701.ACT(ActionforChildrensTelevision)HormelKidsKitchenTopShelf711996TwoDogsLemonBrewHoopersHoochAnheuser-BuschMiller72(ACT(TheSmokingControlAdvocacyResourceCenter)33197614~18732.20901990141012741992ACT751992AntonioNovello761994773.(KennerProducts)1993(SavageMondoBlitzers)ChunkBlowersPukeShootersusButtKickers782.3.420907910HertzMCIMCIBloomingdale769334(TheNewYorkAuorneygeneralsOffice)(AmericanExpress)20001996300(U.S.PrivacyProtectionCommission)2.41962(SpecialMessageonProtectingtheConsumeInterest)4(1)(2)(3)(4)805(5)52.4.1(TheConsumerProductSafetyCommission,CPSC)35119(all-terrainvehicles,ATV)1993~1996105000200ATV1982~1987900ATV19874ATVATV81nak