制卧爱价贸易大考 《营销学原理》 教学大纲 2.Find a case story showing a particular company that has well turned the threats to opportunities,and state the factors to its success. Case Analysis: 《中国收获机械（集团）公司、英特尔公司》(《当代营销学案例集》) Session 3 Consumer Buying Behavior Time required:2 hours Text:Chapter 5 Objectives Requirements Be aware of the model of consumer behavior the external and internal factors influencing buyers how manufacturers try to bring their new products to the attention of early adopters Essential Concepts ·reference group ·opinion leader consumer buying roles types of buying decision behavior the buyer decision process ·adoption process Text Chapter and Supplementary Materials Chapter 5,Kotler Armstrong,Principles of Marketing 9h ed. References at the end of the chapter,and in the Course Syllabus Exercises and Discussion Marketing Applications:Question 1(a-e) Issues for Discussion: 1.Which age-group,to your mind,is the major segment of Chinese cell-phone market? 2.Which first three attributes do Chinese college students are after in selecting cell-phone models? 3.Observe and describe the buying process of the college students,pointing out some helpful implications to the cell-phone marketers. Case Analysis: “The Newest Avon Lady-Barbie'”,Principles of Marketing9曲ed. Quiz 1 (for Sessions 1-3) Session 4 Business Buying Behavior Time required:2 hours Text:Chapter 6 Objectives Requirements Be aware of how business markets are different from consumer markets why business demand is derived,largely inelastic,and more fluctuating. how to treat business buyers who are better trained and more professional《营销学原理》 教学大纲 2.Find a case story showing a particular company that has well turned the threats to opportunities, and state the factors to its success. Case Analysis: 《中国收获机械（集团）公司、英特尔公司》（《当代营销学案例集》） Session 3 Consumer Buying Behavior Time required: 2 hours Text: Chapter 5 Objectives & Requirements Be aware of • the model of consumer behavior • the external and internal factors influencing buyers • how manufacturers try to bring their new products to the attention of early adopters Essential Concepts • reference group • opinion leader • consumer buying roles • types of buying decision behavior • the buyer decision process • adoption process Text Chapter and Supplementary Materials Chapter 5，Kotler & Armstrong, Principles of Marketing 9th ed. References at the end of the chapter, and in the Course Syllabus Exercises and Discussion Marketing Applications: Question 1 (a – e) Issues for Discussion: 1. Which age-group, to your mind, is the major segment of Chinese cell-phone market? 2. Which first three attributes do Chinese college students are after in selecting cell-phone models? 3. Observe and describe the buying process of the college students, pointing out some helpful implications to the cell-phone marketers. Case Analysis: “The Newest Avon Lady--Barbie”, Principles of Marketing 9th ed. Quiz 1 (for Sessions 1-3) Session 4 Business Buying Behavior Time required: 2 hours Text: Chapter 6 Objectives & Requirements Be aware of • how business markets are different from consumer markets • why business demand is derived, largely inelastic, and more fluctuating. • how to treat business buyers who are better trained and more professional. 5