ConsumerandIndustrialBuyingBehavior.doc

1 消费者购买行为 马克 60550 02 年 2008 年秋季 教授 凯文 d 布拉德福德 班会时间 周一和周三 三点下午 4 40 在 LO14B 房间 办公时间 周二下午 2 点到 4 点 办公地点 LO14B 门多萨学院业务 办公电话 574 631 5057 家庭电话 574 340 6931 电子邮件 Kevin Bradford 11 nd edu 课程材料 1 课本 一本教科书 在巴黎圣母院哈姆书店 2 支持讲座笔记 这是学生的责任 学生支付 小心注意班上将提供充足的机会来获得必要的笔记和知识获取必要的知识来实现的 该讲座将支持案例 研究的成就 被分配的任务和要学习的材料 课程概述 本课程是介绍消费者行为的迷人的领域 强调将欣赏它的范围 理解要点潜在消费者的决策 有关营销的 理解问题 本课程强调在社会科学的理论和实证研究 我们将看到如何将这些理论和方法提供了基础评 估行动的替代课程决策涉及产品开发 定价 广告 市场细分 产品定位以及其他营销变量 课程将与期望学生行为管理专业 学生也将会传达他们的想法 挑战现有的思想 导致班上主题 这些期 望是基于书面及 oral discussion 作业 学生将不断挑战他们的意见和想法关于消费者行为的话题和将 被要求简洁 有效地传达他们的观点在书面和口头形式 目的 课程的目标是 1 通知学生的主要概念和理论用于解释消费者行为及其对营销和公共政策决策的影响 2 开发一个营销全面升值的使用消费者的理解在他们的商业策略 3 所示 发展学生的能力来使用这些概念和理论发展的策略和方法来处理各种营销管理情况以应用的方 式 2 4 所示 协助学生的交流的发展 创造力 和解释能力 能够应用社会和认知心理概念 人口的概念 和社 会学的概念 5 理解营销和欣赏它的力量作为社会变革的催化剂和生活水平 1 获得一个升值的过程营销使用影响的变化 6 为更广泛的考虑提供背景设置为营销决策不仅要考虑公司利润的最大化 但考虑营销决策的影响 所 有的利益相关者 课程格式 类的行为 指令将提供通过商业案例分析 讨论和讲座 类结构 以促进学生在课堂上积极参与诉讼和案例讨论 因此 每天准备和完成类和 或作业是必需的 学生将会了解一些关键行为 消费行为的定性和定量方面 虽然类将从事挑战性定期定量分析 不需要基本算术和代数 讲座和课堂讨论是基于所需的读数 讲座可能特别重要的方面的营销和主题的文本 此外 所有指定的 阅读材料是学生的责任 将会有充足的机会问问题在办公时间澄清或解释概念中未涉及的讲座或案例分 析 这样你将获得最大受益于这门课程 预计所有材料将之前阅读类分配 评价 在这学期有 13 类 期末考试时间 在此期间您将以以下的方式评估 的数量等级课程组件 业务案例分析四个 40 意见书 写一个 25 意见书 口服一个 15 课堂参与 准备和态度整个学期 20 总 100 课程组件 案例分析 案例分析处理领域引起讨论和与消费者行为的重要主题 相关案例研究和讨论是深刻的 将 会有四个案例研究 说明这些作业在附件连同作业的问题 案例研究小组作业 案例研究的任务 立场文件作业 立场文件分配的目的是使学生基本消费行为的概念和挑战学生阐明如何使用理论知识来 描述当前营销问题和问题 任务是阅读理解的相关材料 回答相应的格式要交的一份报告中讨论问题 然 后将最后两天的课 这些立场文件编写的一个完整但简洁的方式 传达清楚 学生应该专注于书面和口 头交流的意见书 他们将单独评分 立场文件将被评估的完整性的答案 清晰的思路 深刻的贡献 推动知 识以外的必读和报道事实 和独特的贡献 口头报告将评估完整性的基础上 如何通知表示 清晰 能够回 答 问题 教授会给你相关的话题 这是一组任务 这里的关键是 在学习 教这个班 3 课堂参与 准备和态度 在课堂上积极参与是一个重要的学习经历的一部分 有意义的参与类通过阅读 课文 仔细准备 包括准备写作业或讨论问题以及做出贡献我们的课堂讨论 类是用来奖励专业的学生参与 这意味着那些上课 准时到达 准备参与有意义的对话关于分配消费行为 的话题 缺席将指出 会影响你的成绩按照分级圣母大学的政策 迟到和缺席将直接影响参与总成绩的 一部分 通常 教授可以检测学生是否积极影响类通过他或她的态度类 学生可以积极影响他们的成绩通过展示 一个积极的 有用的 专业的 在课堂上尊重的态度 另一方面 学生 扰乱课堂秩序 提供一个可感知的负 面影响他或她的行为或态度会负面影响他们的成绩 评分量表 成绩将被指派使用 系统 以下是本课程的评分量表 信等级 分数 一个 97 100 94 96 90 93 B 87 89 b 84 86 B 80 83 C 77 79 c 74 76 C 70 73 D 67 69 d 64 66 D 60 63 f 低于 60 特别的住宿 如果你有条件 如物理或学习障碍 这将使你很难开展工作的关系 我们列出了它或将需要学术住宿 请通 知我在课程的第一次会议 我会努力适应你 其他课程政策 4 1 预计所有分配材料类之前已经读过 你将被要求回答问题 给出的例子 并解释物品在阅读作业 2 有时 额外的材料将被分配和 或分布在类 3 所示 电脑不使用或在课堂上手机不响 4 所示 只有那些学生在这门课上可以参加 除非和老师一起做一些安排 5 如重要的课程公告 教学大纲的变化等 和各种建议和提示将发布到服务从您的电子邮件地址创建 列表 所以请确认你的正确地址 请定期检查你的电子邮件 6 没有后期的工作将被接受 如果你知道你必须错过一个类 你可能总是在早期把一项任务 7 所示 所有作业必须打印 放在硬副本 除非另有说明 课程的细节 2008 年秋季 日期 类准备 主题 米 10 27 教学大纲 对消费者行为的定义 消费者行为的研究是如何使用的 介绍课程 W 10 29 市场营销和营销经理的工作 第一章 第 1 页 通过维纳 拉塞尔 营销经理的角色 营销概念 以客户为中心的重要性 类型的需求 oTypes 营销 研究消费者行为的原因 营销是如何变化的 介绍细分 目标和定位 分割过程 细分的重要性 5 如何使用分割 米 11 3 确定细分市场和目标 第二章 35 页 科特勒和凯勒 消费者的规则 第三章 70 页 所罗门 迈克尔 R 价值细分标准 行为细分标准 Profile based 分割 有效分割的要求 评估细分市场 目标市场定位的营销战略 选择目标的策略 W 11 5 客户亲密和其他学科的价值 由 Michael Treacy 和弗雷德维尔斯马 1992 哈佛商业评论 文章 产品编号 93107 1993 年 1 月 1 日 感知 第四章 109 页 所罗门 迈克尔 R 消费者行为是一个过程 消费者使用产品来定义自己的身份 互联网和消费行为 消费者活动可以对个人有害 如何研究消费者行为 M 11 10 业内高管 理查德 Yoo 麦当劳 情况下作业 445 页 Webvan 网上杂货 哈佛商业评论案例研究 通过问题和戴顿 知觉过程三个阶段 产品和广告并不总是影响我们 W 11 12 态度 第五章 147 页 所罗门 迈克尔 R 讨论案例作业 Webvan 网上杂货 哈佛商业评论案例研究 通过问题和戴顿 个人决策 第六章 181 页 所罗门 迈克尔 R 阈下广告 解释市场营销刺激 符号学和符号 为什么态度如此重要的消费者研究 态度是如何形成的 6 M 11 17 态度继续 第五章 147 页 所罗门 迈克尔 R 个人决策继续 第六章 181 页 所罗门 迈克尔 R 案例 ASSIGNMEMT 可口可乐自动售货机 定价来捕捉价值或不呢 哈佛商业评论 402 页 案例研究 由国王 和 Naryandas 动机维持一致性在所有组件的态度 测量态度 W 11 19 业内高管 塔玛拉 普莱瑟 卡夫 决策过程 在决策阶段 合理性和决策 决策规则 启发式 M 个人决策继续 11 24 第六章 181 页 所罗门 迈克尔 R 收入和社会阶层 第七章 221 所罗门 迈克尔 R 书面作业 佛蒙特州的泰迪熊公司 花萼和花冠 亚历山大 车尼佛进行 哈佛商业评论案例研究 来源 凯 洛格管理学院 2005 年 8 月 10 日 专题 问题识别和信息搜索 W 11 26 民族 种族和宗教亚文化 第八章 255 页 所罗门 迈克尔 R 年龄亚文化 第九章 285 页 所罗门 迈克尔 R 有目的的消费 个人和社会条件对决策的影响 民族 种族和宗教亚文化影响消费 在美国三大种族 民族亚文化 营销吸引了种族和种族身份 M 12 1 书面作业 李宁一切皆有可能 2007 哈佛商学院案例研究 2007 年 2 月 26 日 动机和价值观 第十章 315 页 所罗门 迈克尔 R 学习和记忆 第 11 章 355 页 所罗门 迈克尔 R 民族 种族和宗教亚文化影响消费 在美国三大种族 民族亚文化 营销吸引了种族和种族身份 7 年龄 青少年 婴儿潮一代 老年人越来越重要 社会责任目标和定位 儿童 妇女和老人 参与和消费决策 文化价值观 对消费价值观的影响 有条件学习 操作学习 记忆系统是如何工作的 W 12 3 陈述意见书 米 12 8 陈述意见书 8 ConsumerConsumer BuyingBuying BehaviorBehavior MARKMARK 60550 0260550 02 FallFall 20082008 Professor Professor KevinKevin D D BradfordBradford ClassClass meetingmeeting time time Monday and Wednesday 3 00 to 4 50 in room LO14B OfficeOffice Hours Hours Tuesday 2 00 to 4 00 OfficeOffice Location Location LO14B Mendoza College of Business OfficeOffice Phone Phone 574 631 5057 HomeHome Phone Phone 574 340 6931 Email Email Kevin Bradford 11 nd edu COURSECOURSE MATERIALS MATERIALS 1 Text Book One textbook Available at the Notre Dame Hammes Bookstore 2 Notes to support Lectures These are the responsibility of the student Students paying careful attention in the class will provide ample opportunity to acquire the necessary notes and knowledge to obtain the requisite knowledge to achieve in the course The lectures will support the accomplishment of case studies assignments and the material to be learned OVERVIEWOVERVIEW OFOF THETHE COURSE COURSE This course is an introduction to the fascinating field of consumer behavior Emphasis will be given to appreciating its scope understanding the essentials underlying consumer decisions and relating such understanding to issues in marketing This course emphasizes theory and empirical research in social sciences We will see how these theories and methods provide the foundation for evaluating alternative courses of action in decisions involving product development pricing advertising market segmentation product positioning as well as other marketing variables The course will be managed with expectations that students conduct themselves professionally Students will also be expected to communicate their ideas challenge existing thought and contribute to topics in the class These expectations are for both written and oral discussion based assignments Students will be challenged continuously their opinion and ideas regarding consumer behavior topics and will be asked to succinctly and effectively communicate their points of view in both written and oral formats 9 OBJECTIVES OBJECTIVES The objectives of the course are 1 To inform students of the major concepts and theories used to explain consumer behavior and their implications for marketing and public policy decision making 2 To develop a comprehensive appreciation of marketing s use of the understanding of consumers in their business strategies 3 To develop students abilities to use these concepts and theories in developing strategies and approaches to deal with various marketing management situations in an applied manner 4 To assist in the development of student s communication creative and interpretation skills as it pertains to applied social and cognitive psychological concepts demographic concepts and sociological concepts 5 To comprehend the power of marketing and appreciate it as a catalyst for social change and standards of living 1 To gain an appreciation of the processes marketing uses to affect change 6 To provide background for a broader consideration set for marketing decisions to consider not only the maximization of profit for the firm but to consider the effects of marketing decisions on all of the stakeholders COURSECOURSE FORMAT CLASSFORMAT CLASS CONDUCTCONDUCT Instruction will be provided through a mix of business case analyses discussions and lectures The class is structured to facilitate students active participation in class proceedings and case discussions Thus daily preparation and completion of class and or homework assignments is required Students will be expected to understand some key behavioral qualitative and quantitative aspects of consumer behavior Although the class will engage in somewhat challenging quantitative analyses periodically no more than arithmetic and minimal algebra is required The lectures and class discussions are predicated on the required readings The lectures may cover particularly important aspects of marketing and may be on topics not in the text In addition all assigned reading material is the responsibility of the students There will be ample opportunity to ask questions in office hours to clarify or explain concepts not covered in the lecture or in the case analyses So that you will receive maximum benefit from this course it is expected that all material will be read prior to class for which it is assigned EVALUATIONEVALUATION There are thirteen classes in this semester plus a final examination period During this time you will be evaluated in the following manner 10 CourseCourse componentcomponentNumberNumber of of gradegrade Business Case Analyses Four40 Position Paper written One25 Position Paper oral One15 Class participation preparation and attitudeAll semester20 TotalTotal100 100 COURSECOURSE COMPONENTSCOMPONENTS CaseCase Analyses Analyses Cases analyses deal with topic areas that provoke discussion and relate to important topics in consumer behavior Cases studies are relevant and the discussions prove to be insightful There will be four case studies assigned Directions for these assignments are in the attachment along with the questions for the assignment The case studies are group assignments Case study assignments PositionPosition paperpaper Assignments Assignments The position paper assignment is designed expose students to fundamental consumer behavior concepts and to challenge students to articulate how theoretical knowledge can be used to describe current marketing issues and problems The assignment is to read the related material for understanding answer the accompanying discussion questions in a report format to be handed in and then to be presented on the last two days of class These position papers are to be written in a complete but concise manner and to be clearly communicated Students should focus on both the written and oral communication of the position paper in that they will be graded separately The position papers will be evaluated on completeness of answer clarity of thought insightful contribution pushing the knowledge beyond the required reading versus reporting the facts and uniqueness of the contribution The oral presentation will be evaluated on the bases of completeness how informed the presentation is clarity and the ability to answer the question s that the professor will pose to you relating to your topic This is a group assignment The key here is WhileWhile learning learning teachteach thethe classclass ClassClass participation participation preparation preparation andand attitude attitude Active participation in the class is an essential part of the learning experience Meaningful participation includes careful preparation for class by reading the text preparing written assignments or discussion questions as well as making a contribution to our class discussion The class is designed to reward the student that professionally participates That means those who attend class arrive on time and are prepared to participate in meaningful dialogue about assigned consumer behavior topics Absences will be noted and will affect your grade in accordance with the grading policies of the University of Notre Dame Tardiness and absence will directly affect the participation portion of your grade Oftentimes professors can detect whether a student positively affects a class by his or her attitude toward the class Students can positively affect their grades by demonstrating a positive helpful professional and respectful attitude in class On the other hand students that disrupt and present a perceivable negative effect on the class by his or her behaviors or attitudes can expect their grades to be negatively affected GRADINGGRADING SCALESCALE Grades will be assigned using the system The following is the grading scale for this course 11 LetterLetter GradeGradeScoreScore A97 100 A94 96 A 90 93 B 87 89 B84 86 B 80 83 C 77 79 C74 76 C 70 73 D 67 69 D64 66 D 60 63 FBelow 60 SPECIALSPECIAL ACCOMMODATIONSACCOMMODATIONS If you have any condition such as a physical or learning disability which will make it difficult for you to carry out the work as we have outlined it or which will require academic accommodations please notify me during the first meeting of the course and I will strive to accommodate you OTHEROTHER COURSECOURSE POLICIESPOLICIES 1 It is expected that all assigned materials have been read prior to class You will be asked to answer questions give examples and explain items covered in the reading assignments 2 On occasion additional material will be assigned and or distributed in class 3 Computers are not to be used or cell phones are not to ring in the class 4 Only those students enrolled in this class are allowed to attend unless arrangements are made with the instructor 5 Important course announcements e g changes in the syllabus etc and various suggestions and hints will be posted to a list serve created from your e mail address so please make sure we have your correct address Please check your e mail regularly 6 No late work will be accepted If you know you must miss a class you may always turn an assignment in early 7 All assignments must be typed and placed on hard copies unless otherwise specified 12 COURSECOURSE DETAILDETAIL FallFall 20082008 DateDateClassClass preparationpreparationTopicsTopics M M 10 2710 27 Syllabus Definition of consumer behavior How the study of consumer behavior is used Introduction to the course W W 10 2910 29MarketingMarketing andand thethe JobJob of of thethe MarketingMarketing Manager Manager Chapter 1 page 1 by Winer Russel S Role of the marketing manager The marketing concept The importance of being customer focused Types of demand oTypes of marketing Why Study Consumer Behavior How marketing is changing Introduction to Segmenting Targeting and Positioning Segmentation process Importance of segmentation How segmentation is used M M 11 311 3IdentifyingIdentifying MarketMarket SegmentsSegments andand Targets Targets Chapter 2 page 35 By Kotler and Keller Consumers Consumers RuleRule Chapter 3 page 70 By Solomon Michael R Value based segmentation criteria Behavioral criteria for segmentation Profile based segmentation Requirements for Effective Segmentation Evaluating Market Segments Target Marketing Strategies Choosing a Target Marketing Strategy W W 11 511 5CustomerCustomer IntimacyIntimacy andand otherother ValueValue Disciplines Disciplines By Michael Treacy and Fred Wiersema 1992 Harvard Business Review article Product number 93107 January 01 1993 Consumer behavior is a process Consumers use products to help them define their identities The internet and consumer behavior 13 PerceptionPerception Chapter 4 page 109 By Solomon Michael R Consumer activities can be harmful to individuals How to study consumer behavior M 11 10M 11 10I INDUSTRYNDUSTRY E EXECUTIVEXECUTIVE Richard Yoo McDonald s CASECASE ASSIGNMENTASSIGNMENT Due Due pagepage 445 445 Webvan Groceries on the Internet Harvard Business review case study By Bakshi and Deighton Three stage process of perception Products and commercials don t always affect us W 11 12W 11 12Attitudes Attitudes Chapter 5 page 147 By Solomon Michael R DiscussionDiscussion of of casecase assignmentassignment Webvan Groceries on the Internet Harvard Business review case study By Bakshi and Deighton IndividualIndividual DecisionDecision MakingMaking Chapter 6 page 181 Solomon Michael R Subliminal advertising Interpretation of marketing stimuli Semiotics and symbols Why attitudes are so important for consumer researchers How attitudes are formed M M 11 1711 17AttitudesAttitudes continued continued Chapter 5 page 147 By Solomon Michael R IndividualIndividual DecisionDecision MakingMaking continuedcontinued Chapter 6 page 181 Solomon Michael R CASECASE ASSIGNMEMT ASSIGNMEMT Coca Cola sCoca Cola s NewNew VendingVending Machine Machine PricingPricing to to CaptureCapture ValueValue or or Not Not page 402 Harvard Business review case study By King and Naryandas Motivation to maintain consistency among all components of attitudes Measuring attitudes W W 11 1911 19IndustryIndustry Executive Executive TamaraTamara Prather Prather KraftKraft Decision making processes Stages in decision making Rationality and decision making Decision rules Heuristics