对消费能力与行为的重要影响，帮助学生增加“四个自信”，树立正确的人生观、价 值观和消费观， 四、教学内容及要求 第一章导言 Chapter 1 Buying,Having,and Being:An Introduction to Consumer Behavior (一)目的与要求 Make the students to master the definition of consumer behavior and the way how to segment consumers into groups.To be familiar with the main variables of demographics, the definition of heavy users and the rule of 80/20.To understand the meaning of sychographics.Big Data and database marketing. (二)教学内容 1.主要内容 Consumer Behavior:People in the Marketplace What Is Consumer Behavior? Consumers' Impact on Marketing Strategy Marketing's Impact on Consumers 2.基本概念和知识点 demographics:the rule of 80/20:heavy users:database marketing:Needs and Motivation 3.问项与应用（能力要求） Why the marketers need to segment consumers into groups according to the main variables of demographics?Understand the market application of heavy users and the rule of 8020.How Big Data and database marketing are changing people's lives? (三)思考与实践 Why the marketers need to divide the consumers up?Is there the other way to segment consumers except for demographics? (四)教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第二章消费者决策和行为 Chapter 2 Decision Making and Consumer Behavior (一)目的与要求 Master the three categories of consumer decision making.Be familiar with steps in the Cognitive Decision-Mak ng Proce Unde meaning of Consume Involvement Master the definition of Habitual Decision Making and Affective Decision 22 对消费能力与行为的重要影响，帮助学生增加“四个自信”，树立正确的人生观、价 值观和消费观。 四、教学内容及要求 第一章 导言 Chapter 1 Buying, Having, and Being:An Introduction to Consumer Behavior （一）目的与要求 Make the students to master the definition of consumer behavior and the way how to segment consumers into groups. To be familiar with the main variables of demographics , the definition of heavy users and the rule of 80/20. To understand the meaning of sychographics , Big Data and database marketing. （二）教学内容 1.主要内容 Consumer Behavior: People in the Marketplace What Is Consumer Behavior? Consumers’ Impact on Marketing Strategy Marketing’s Impact on Consumers 2.基本概念和知识点 demographics； the rule of 80/20；heavy users；database marketing；Needs and Motivation 3. 问题与应用（能力要求） Why the marketers need to segment consumers into groups according to the main variables of demographics? Understand the market application of heavy users and the rule of 80/20. How Big Data and database marketing are changing people’s lives? （三）思考与实践 Why the marketers need to divide the consumers up? Is there the other way to segment consumers except for demographics? （四）教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第二章 消费者决策和行为 Chapter 2 Decision Making and Consumer Behavior （一）目的与要求 Master the three categories of consumer decision making. Be familiar with Steps in the Cognitive Decision-Making Process. Understand the meaning of Consumer Involvement.Master the definition of Habitual Decision Making and Affective Decision