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消费者行为课件(13个PPT)英文

  • 大小:6.31 MB
  • 语言:简体中文
  • 类型:消费研究
  • 下载次数:9163
  • 更新时间:10-14 16:07:17
  • 名称:
  • 应用平台:|WinXP|Win7|WinAll|
资料介绍
NOTE:
1.Theexamsmayincludemultiplechoiceandessayquestionsdrawingfromthetextlecturesteamprojectpresentationsandclassdiscussions.Therewillbenomake-upexamsexceptincaseofillnessandprovidedyounotifytheinstructorpriortoexamtime.
2.Assignmentsaredueatthebeginningoftheassigneddate.Lateworkissubjecttoa4/5gradepenalty.
3.Separatehandoutsandclassannouncementswillprovidemoredetailsregardingtheassignmentsandteamproject.
CLASSSCHEDULE:(subjecttochange)
DATETOPICTEXTREADING
2/20/2002NOCLASS
2/27IntroductionChapter1&2
3/6ConsumerDecisionMakingProcessI:NeedRecognitionandSearchChapter3
3/13ConsumerDecisionMakingII:EvaluationChapter4
3/20ConsumerDecisionMakingIII:Post-PurchaseProcessChapter6
3/27Motivation
KnowledgeChapter8
Chapter9
4/3NOCLASS(springbreak)
4/10PerceptionChapter14
4/17LearningChapter15(pp.461-464)&Chapter16
4/24AttitudeFormationandChangeChapter10
Chapter15(pp.464-481)
5/1MIDTERMEXAM
5/8DemographicsPsychographicsPersonalityChapter7
5/15CultureEthnicityandSocialClassChapter11
5/22FamilyandHouseholdInfluencesChapter12
5/29GroupandPersonalInfluencesChapter13
6/5TeamProjectPresentations
6/12TeamProjectPresentations
6/19FINALEXAM
PurchaseJournalEntries:
Thepointoftheseassignmentsistohaveyouintrospectonyourownbehaviorandthereasonsforitasawayofrealizingthecomplexprocessesthroughwhichconsumersgoinordertoreachadecision.Pleasepickaproductaboutwhichyouhavemadearecentdecisionandthinkabouttheprocessesyouwentthroughtogetthere.Whatweretheinfluencesonyou?Thedecidingfactors?Ihaveattachedanexampleattheendofthissyllabus.Theproductdoesn’thavetobecomplexorexpensiveandpleaseanalyzeyourbehaviorusingconceptsfromthecoursewhereverpossible.Iwouldexpectmostoftheentriestobe2-3pp.long(typeddouble-spacedplease).
TeamProject:
IngroupsoffourorfiveIwouldlikeyoutopickanindustryandexamineconsumerbehaviorinthatindustrymoreclosely.Whoaretheconsumersandhowaretheysegmented?Cantheybedescribedbyincomeagesocialclassculturefamilystatuslifestyle?Howdoconsumersinthismarketmakedecisionsabouttheirpurchases?Howhavemarketersinthisindustryattemptedtoreachconsumersandwhatimpacthasthishadontheirbuyingbehavior?Howeffectivehavemarketersbeenoverall?Whatmighttheydotoimprovetheirconnectionwithconsumers?Besurethatyouconsiderallaspectsofconsumerbehavior.Youmayhavetodefineyourindustryrathernarrowlytoavoidhavingthisbecomearunawayproject(i.e.teenclothingasopposedtoapparelingeneral).
Theoutputofthisstudyshouldbeanoralpresentation20minuteslong.Iexpectthistobepresentedasifyouwereaconsultingteamspeakingtoindustryexecutivesadvisingthemonhowtodoabetterjobofunderstandingandattractingtheircustomers.Youwillalsoturnina10-15pagegrouppaper(appendicesmaybeaddedtothis).Itshouldbewrittenasaconsultingreporttomanagement.
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