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Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Advertising
Market research
Distribution
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Subject Objectives
Knowledge and understanding
Theories Working Model of CB implications for strategic marketing decisions a focus on marketing decisions Increase your skills in developing and presenting ideas orally and in writing
Communication skills
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Assessment (example)
Final 2 hour exam
60%
Mid semester test (date) Tutorial participation Tutorial material preparation Tutorial case study
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Tip !!
When answering Case Studies and exam
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Reading
Consumer Behaviour: Implications for Marketing
Strategy
Neal, Quester and Hawkins, 4th Aust. edition
Resource Centre
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Course Structure
Introduction Consumer decision process
Internal influences
External influences Organisational buying
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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strategy Components of a consumer behaviour audit Relevance of consumer behaviour for non-profit organisations, government agencies &/or consumer groups A working model of consumer behaviour
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New products
New market applications Global marketing
Marketing mix
Consumerism Non-profit marketing
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and environmental events by which human beings conduct the exchange aspects of their lives
(American Marketing Association)
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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individuals engage in when evaluating, acquiring, using or disposing of goods and services
(London & Della Bitta)
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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consuming, and disposing of products and services, including the decision processes that precede and follow these actions
(Engel, Blackwell & Miniard)
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Next Lecture
Chapter 2: Situational Influences
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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