Documente Academic
Documente Profesional
Documente Cultură
Consumer
Behavior
Consumer Behavior
and
Marketing
Strategy
and Marketing Strategy
McGraw-Hill/Irwin
Learning Objectives
1.
2.
3.
4.
5.
CHAPTER
CHAPTER
Marketing Strategy
To satisfy target consumer needs
Regulatory Policy
To protect consumers
Social Marketing
To help consumers
Informed Individuals
To better understand how societies function
CHAPTER
CHAPTER
CHAPTER
CHAPTER
The Consumers
The Company
The Competitors
The Conditions
Market Segmentation
CHAPTER
Market Segmentation
10
11
CHAPTER
Marketing Strategy
12
CHAPTER
Outcomes
13
Firm:
Product positioning
Sales
Customer Satisfaction
Individual:
Need Satisfaction
Injurious Consumption
Society:
Economic
Physical Environment
Social Welfare
CHAPTER
14
CHAPTER
15
Personal
Characteristics
Product
Characteristics
Consumption
Situation
CHAPTER
Consumer
Behavior
Marketing
Strategy
16
Needs/Attitudes
That Influence
Consumption Decisions
Consumer
Choices
Consumer
Lifestyle
Behavior/Experiences
That Influence
Consumption Decisions
CHAPTER
17
CHAPTER