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Tài Liệu Giảng Dạy

Đây là tài liệu giảng dạy của thầy Đinh Tiên Minh tại trường Đại học Kinh Tế TP.HCM, đồng thời là tài liệu tham khảo hữu ích cho các trường có đào tạo cùng ngành và các đọc giả quan tâm.



eBook Consumer Behavior and Marketing Strategy

J. Paul Peter and Jerry Olson (2010). Consumer Behavior and Marketing Strategy, 9th Edition, McGraw Hill.

Consumer Behavior. Lecture 1: Introduction to Consumer Behavior and Marketing Strategy

Learning outcomes: Review the basic concepts of marketing Understand the concept of consumer behavior and situational influences which may impact each stage of the decision making process for the consumer; Understand the internal influences on consumer decision making; Understand the external influences on consumer behavior including family, household, social class and culture; Understand the importance […]

Consumer Behavior. Lecture 2: A Framework for Consumer Analysis

Learning outcomes: Define and identify affective and cognitive, behavioral, and environmental factors. Recognize why all three factors must be taken into consideration for a thorough understanding of consumers. Understand that marketing strategies can influence consumers’ affect and cognitions, behaviors, and environment, and in turn are influenced by these factors. Describe the dynamic process of reciprocal […]

Consumer Behavior. Lecture 3: Consumer Decision Making

After finishing this chapter, students should be able to: discuss how stored knowledge interacts with environmental factors to influence consumers’ decision-making processes. describe the key features of problem solving. describe the various aspects of problem representation, including goal hierarchies, choice alternatives and choice criteria. discuss the types of end goals and their effects on problem […]

Consumer Behavior. Lecture 4: Introduction to Environment

Upon completion of this chapter, students should be able to: describe the functional or perceived environment and understand levels of environment. distinguish between aspects of the social and physical environments; also understand the marketing implications of the two environments. distinguish between macro and micro social environment. recognize and understand hierarchical relationships of various levels of […]

Consumer Behavior. Lecture 5: Market Segmentation and Product Positioning

After completing this chapter, the student should be able to: define market segmentation. elaborate on the major steps in developing a segmentation strategy. describe the benefit approaches to segmenting a market. describe the psychographic segmentation using the VALSTM describe person/situation segmentation and the steps involved. describe geodemographic segmentation and the PRISM NE system. define product […]