消费者行为学教学大纲1.docxVIP

消费者行为学教学大纲 课程编号课程名称：消费者行为学/Consumer behavior 学分：2 学时：32 适用专业：国际经济与贸易(合作培养) 建议修读学期：4 开课单位：商学院国贸系 先修课程：无 一、课程性质、目的与任务 Characteristics: Consumer Behavior is a applied science, and if s branch of Maketing. It is a brand new science was bron in 1950s , mainly figure out the factors that influence the consumers on making buying descion. Objescts and missions:The study of consumers helps students understanding issues such as the psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); the psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); the behavior of consumers while shopping or making other marketing decisions; limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome. (Corresponding to the graduation requirements ： 2, 5, 7, 8, 9) 二、教学内容、基本要求及学时分配(按章节列出内容要求学时等，实验上机项 目要列在课程内容一栏) 课程内容 教学 要求 W,占 (幻 难点 (△) 学时 安排 实验 学时 上机 学时 备注 CHAPTER 1 Consumer Behavior: Its Origins and Strategic Applications C 2 1.1 Consumer Behavior 1.2 Development of the Marketing Concept ☆ 1.3 The Marketing Mix 1.4 Successful Relationships 1.5 A Simplified Model of Consumer Decision Making CHAPTER 2 Consumer Research B 4 2.1 Introduction to Quantitative and Qualitative Research 2.2 Introduction to Quantitative and Qualitative Research 2.3 Quantitative Research and Qualitative Research ☆ △ CHAPTER 3 Market Segmentation A 4 3.1 What Is Market Segmentation?. 3.2 Bases for Segmentation ☆ 3.3 Criteria for Effective Targeting of Segments 3.4 Implementing Segmentation Strategies ☆ CHAPTER 4 Consumer Motivation A 4 4.1 Model of the Motivation Process ☆ 4.2 Goals 4.3 Motives ☆ 4.4 Needs CHAPTER 5 Personality and Consumer Behavior A 4 5.1 Consumer Innovators And Noninnovators 5.2 Cognitive Personality Factors 5.3 Product Personality ☆ A 5.4 The Self and Self-Image △ CHAPTER 6 Consumer Perception A 4 6.1 Elements of Perception 6.2 A