課程目標 |
課程內容涵蓋消費者在消費行為上,策略上,文化上,道德上的議題並輔以休閒產業相關個案研討之。 |
Objectives |
Courses addresses the issues and topics of customer behavior, including culture, marketing strategy, psychology etc. |
教學內容 |
消費者行為與行銷策略,消費者分析架構,情感與認知,消費者產品知識與涉入,注意與理解,態度與意圖,消費者決策,消費者行為分析,制約與學習過程,影響消費者行為,文化與跨文化影響社會階級、參考族群與家庭,市場區隔與產品定位、產品策略,,消費者行為與與促銷策略,消費者行為與定價策略,消費者行為與通路策略 |
Syllabus |
Customer Behavior and Marketing Strategy, Analysis of Customer Behavior, Feeling and congition, Product Knowledge and Involvement, Attention and Comprehension, Attitude and Intention, Customer Decision, Analysis of Customer Behavior,etc... |