1、市場營銷專業英語電子教案第四章市場營銷專業英語電子教案第四章市場營銷專業英語電子教案第四章Chapter 4 Decision-making process一、教學目標1. 了解消費者購買行為；2了解組織購買行為；3掌握消費者和組織購買類型；4了解顧客關系和關系營銷。二、課時分配共三節，安排3個課時三、教學重點難點1. 消費者和組織購買類型2. 消費者和組織購買過程3關系營銷四、教學大綱第一節Consumer buying behavior1. Models of Consumer Buyer Behavior2. Types of Buying Decision Behavior3. The

2、 Buyer Decision Process第二節Organization buying behavior1. A Model of Business Buyer Behavior2. Types of Decisions3. Business Buying Center4. Business Buying Process第三節Customer relationship1. Customer Value2. Customer Satisfaction3. Retaining Customers4. Relationship Marketing五、主要概念1. consumer buying

3、behavior2. organization buying behavior3. customer value 4. customer satisfaction5. relationship marketing 六、教學案例（注：不要與教材的案例重復）IntroductionIn order to truly understand the decision-making processes which underpinned the controversy over Jabiluka in the late 1990s, it is important to gain some compre

4、hension of the legal and political framework relevant to the issue, in its historical context. This will reveal how it has been possible for mining companies and the Australian Government to utilise traditional Aboriginal lands within a World Heritage listed National Park for the benefit of an indus

5、try as controversial as uranium mining. The 1976 Aboriginal Land Rights Act The crucial piece of legislation, central to gaining any understanding of the Jabiluka debate, is the Aboriginal Land Rights Act (Northern Territory) 1976 (Cth) (hereon in referred to as the Act). Under the provisions of thi

6、s significant Act, Aboriginal persons could claim ownership of Crown land reserves they had inhabited prior to European arrival in Australia. Under the Act, Aboriginal Land Councils were established to act on behalf of the Aboriginal communities within certain areas and were given the responsibility

7、 of determining how the lands would be managed. These land councils were also given the right to lease (rent) the land to people wanting to use it. The areas now encompassed by the Ranger and Jabiluka Mineral Leases came under this Act and, as discussed in previous chapters, the Mirarr people are th

8、e traditional owners of this land within Kakadu National Park. The Northern Land Council (NLC) was the council established to oversee land management in the area and was hence responsible for approving the applications for the Ranger and Jabiluka Mineral Leases. Although the Act did acknowledge Indi

9、genous communities rights to control what happened on their land, there were various ways in which this massive piece of legislation could be manipulated and the power of Indigenous peoples and the Land Councils made redundant. Section 40 (a) of the Act stated that a mining lease could not be grante

10、d unless the Land Council consented to it. It had also already been stipulated under s 23(3) of the Act that Land Councils could not take any action with respect to leasing Aboriginal land unless it was satisfied that the traditional Aboriginal owners properly understood and consented to what was be

11、ing proposed. Essentially these two sections of the legislation would presumably guarantee that the traditional land owners had the power to veto (refuse) proposals to mine in their areas. A closer inspection of the legislation, however, reveals that this was not the case. Under s 40 (b) of the Act

12、this power of veto became virtually redundant when it was outlined that, if the Governor-General proclaimed it to be in the national interest to mine, a lease could in fact be granted even if the Land Council and/or traditional owners had not consented. This leaves us with two important questions to

13、 think about. Firstly, how did the Land Councils define being satisfied that the traditional owners understood the nature and purpose of, and consented to, proposals to use the land for mining? Secondly, how would the Governor-General define the national interest when making decisions to allow minin

14、g in these areas?In the national interestAs mentioned earlier, through their promotion of a multiple land-use model of management, the mining industry certainly argued that uranium mining at Jabiluka was in the national interest. They believed that it would provide benefits to the entire community,

15、including the traditional land owners, in the areas of employment, infrastructure, housing and tourism. They also argued that it would benefit Australia on a national scale. Thus far the national interest clause has never had to be used because the NLC has consented to mineral leases in Kakadu. Much

16、 doubt and controversy, however, surrounds the question of how the NLC was persuaded to allow this and whether the Mirarr people and other Indigenous communities really had much say in the matter. 1980s - Initial approval to mine at JabilukaIn 1982 the NLC signed an agreement granting the mining com

17、pany, Pancontinental, a mineral lease for the Jabiluka area. The circumstances surrounding the signing of this lease were controversial and are now highly contested. Some people argue that the NLC consented to the lease only because it was mislead and heavily pressured by the government-supported mi

18、ning companies. Others have noted that the Mirarr people were told if they opposed the Jabiluka Mineral Lease, then any future claims to traditional Aboriginal lands in the area would not be approved. The Mirarr people support this argument, maintaining that they were coerced into agreement and were

19、 never really given much choice in the matter. Even before it was signed, the requirements for gaining this lease included receiving federal government approval for the mining proposal. Pancontinental received this from the government in 1979, which at the time was under the leadership of Prime Mini

20、ster Malcolm Fraser. Without this approval, the lease could not have been granted. When Prime Minister Bob Hawke was elected to power in 1983, however, the new Labor Government withdrew Pancontinentals permit to export uranium from the Jabiluka Mineral Lease. Taking away their export rights meant th

21、at it would have been useless for them to mine there. Thus, even though a mine had been constructed, Jabilukas uranium reserves remained untouched for over a decade. 1990s - Second approval to mine at JabilukaIt was not until the Liberal/National Party Coalition, under the leadership of John Howard,

22、 came to power in 1996, that talk of re-opening the mine began to surface. By this stage, ERA held the mineral lease, having purchased it from Pancontinental and signing a Deed of Transfer with the NLC in 1991. Under this Deed of Transfer, the NLC was able to negotiate some new terms and conditions of the lease. One way in which they took advantage of this was by ensuring they would hav