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Unformatted text preview: • Shopping Shirnking middle income consumers o Exchanges Formulating and implementing marketing strategies Consumer behavior research o Approaches Interpretive approach • Cultural anthropology • Understanding consumption and its meanings • Long interviews and focus groups Traditional • Psychology and Sociology • Explain consumer decision making and behavior • Experiments and surveys Marketing Science • Econmics/Statistics • Predict consumer choice and behavior • Math-modeling and simulation o Uses Marketing organizations • Marketing strategies Government and political irganizations • Development of public policies Consumers • Consumer activities o Role in Marketing Startegy Design implementation and control of a plan to influence exchanges to achieve organizational objectives Increase consumers favorable thoughts Reasons why consumers choose competitions...
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This note was uploaded on 04/15/2008 for the course MKTG 371 taught by Professor Olson during the Spring '08 term at San Diego State.
- Spring '08