市场营销专业课程购买行为分析
教学内容:市场的基本类型及其购买行为特点;影响消费者购买行为的因素:心理因素、个人因素、环境因素。消费者购买决策过程:决策的内容,决策的过程;生产者购买行为分析:购买动机,购买类型,影响生产者购买决策的因素,生产者购买决策过程。
教学目的与要求:通过本章的学习,使市场营销在职研究生了解影响消费者购买行为的基本因素,掌握分析个人消费者市场、组织市场的基本方法。
CP.2 Buying Behavior Analysis
Content: basic types of markets and feature of their buying behavior; factors influencing consumer’s buying behavior: psychographic factors, personal factors, environmental factors; consumer’s decision-making process: content of decision, process of decision; analysis of manufacturer’s buying behavior: motivation of buying, types of buying, factors influencing manufacturer’s buying behavior, process of manufacturer’s decision-making process.
The purpose and demand: to make students have knowledge about basic factors influencing consumer’s buying behavior, and grasp methods to analyze individual consumer market and organization market through study.