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Chapter 2 Market segmentation 定义; Market Segmentation is defined as: “The process of dividing a market into distinct subsets of consumers with common needs and selecting one or more segments to target with a distinct marketing strategy”. Progression of market segmentation: mass market, targeting key market segments, micro marketing.（填空） Possible geographic segmentation bases, 5 aspects: region, housing density, location, state, climate（选择） 4 Possible demographic segmentation bases, 5 aspects: Age, Marital Status, Occupation, Income, Education（选择） Definition 2: Age cohorts are born during the same period and travel through life together Chapter 3 Consumer needs and motivation 1 定义: Motivation is defined as: “The driving force within individuals that impels them to action. This driving force is produced by a state of tension that exists as the result of an unfulfilled need” 2 定义 Cognitive Process: A part of an attitude model that represents the knowledge, perception and beliefs that a consume r has with respect to an idea or object 3 Two broad types of needs are:(哪种形式) - Innate or biogenic needs are the primary needs in order to sustain life, such as food or water and shelter - Acquired or psychogenic needs are secondary needs we learn in response to our culture, such as prestige, affection and learning Chapter 11 the influence of culture on consumer behavior 1 定义 Culture is defined as: “The sum total of learned beliefs, values and customs that serve to direct the consumer behavior of members of a particular society.” 2 定义Enculturation(文化兼并) the learning of one’s own culture is known as enculturation. 3 定义acculturation(文化渗入) the learning of a new or foreign culture is known as acculturation. 4 定义Ritual(宗教仪式) A ritual is a type of symbolic activity consisting of a series of steps occurring in a fixed sequence and repeated over time Chapter 1 Introduction 1 Broad aspects of finance 3个:(选择) Corporate finance, financial institutions and markets, Investments. 2 Bu