台大消费者行为诳程大纲（英文DOC 4页）

消費者行為（90學年度第二學期）TIME：Wednesdays2：10-5：00PLACE：貳205INSTRUCTORS：練乃華Office:貳608Tel:[phone]ext.3743e-mail:[e-mail]：Blackwell,RogerD.,PaulW.Miniard,andJamesF.Engel(2001),ConsumerBehavior,Harcourt.(華泰代理)COURSEWEBSITE:：MidtermExam20%FinalExam20%IndividualAssignments30%TeamProject20%ClassParticipation10%NOTE:1.Theexamsmayincludemultiplechoiceandessayquestionsdrawingfromthetext,lectures,teamprojectpresentations,andclassdiscussions.Therewillbenomake-upexams,exceptincaseofillnessandprovidedyounotifytheinstructorpriortoexamtime.2.Assignmentsaredueatthebeginningoftheassigneddate.Lateworkissubjecttoa4/5gradepenalty.3.Separatehandoutsandclassannouncementswillprovidemoredetailsregardingtheassignmentsandteamproject.CLASSSCHEDULE:(subjecttochange)DATETOPICTEXTREADING2/20/2002NOCLASS2/27IntroductionChapter1&23/6ConsumerDecisionMakingProcessI:NeedRecognitionandSearchChapter33/13ConsumerDecisionMakingII:EvaluationChapter43/20ConsumerDecisionMakingIII:Post-PurchaseProcessChapter63/27MotivationKnowledgeChapter8Chapter94/3NOCLASS(springbreak)4/10PerceptionChapter144/17LearningChapter15(pp.461-464)&Chapter164/24AttitudeFormationandChangeChapter10Chapter15(pp.464-481)5/1MIDTERMEXAM5/8Demographics,Psychographics,PersonalityChapter75/15Culture,Ethnicity,andSocialClassChapter115/22FamilyandHouseholdInfluencesChapter125/29GroupandPersonalInfluencesChapter136/5TeamProjectPresentations6/12TeamProjectPresentations6/19FINALEXAMPurchaseJournalEntries:Thepointoftheseassignmentsistohaveyouintrospectonyourownbehaviorandthereasonsforitasawayofrealizingthecomplexprocessesthroughwhichconsumersgoinordertoreachadecision.Pleasepickaproductaboutwhichyouhavemadearecentdecision,andthinkabouttheprocessesyouwentthroughtogetthere.Whatweretheinfluencesonyou?Thedecidingfactors?Ihaveattachedanexampleattheendofthissyllabus.Theproductdoesn’thavetobecomplexorexpensive,andpleaseanalyzeyourbehaviorusingconceptsfromthecoursewhereverpossible.Iwouldexpectmostoftheentriestobe2-3pp.long(typed,double-spaced,please).TeamProject:Ingroupsoffourorfive,Iwouldlikeyoutopickanindustryandexamineconsumerbehaviorinthatindustrymoreclosely.Whoaretheconsumers,andhowaretheysegmented?Cantheybedescribedbyincome,age,socialclass,culture,familystatus,lifestyle?Howdoconsumersinthismarketmakedecisionsabouttheirpurchases?Howhavemarketersinthisindustryattemptedtoreachconsumers,andwhatimpacthasthishadontheirbuyingbehavior?Howeffectivehavemarketersbeenoverall?Whatmighttheydotoimprovetheirconnectionwithconsumers?Besurethatyouconsiderallaspectsofconsumerbehavior.Youmayhavetodefineyourindustryrathernarrowlytoavoidhavingthisbecomearunawayproject(i.e.,teenclothing,asopposedtoapparelingeneral).Theoutputofthisstudyshouldbeanoralpresentation,20minuteslong.Iexpectthistobepresentedasifyouwereaconsultingteamspeakingtoindustryexecutives,advisingthemonhowtodoabetterjobofunderstandingandattractingtheircustomers.Youwillalsoturnina10-15pagegrouppaper(appendicesmaybeaddedtothis).Itshouldbewrittenasaconsultingreporttomanagement.