Chapter5 - Chapter 5 Outline MARKETING AND CONSUMER...

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Chapter 5 Outline MARKETING AND CONSUMER BEHAVIOR: THE FOUNDATIONS OF ADVERTISING  Chapter 5 Objectives 1. Define   marketing   and   explain   the  role advertising  plays in the larger  market context. 2. Discuss the concept of product utility  and the relationship between utility  and consumer needs. 3. Identify  the  key  participants   in   the  marketing process. 4. Outline   the   consumer   perception  process and explain why advertising  people   say,   “Perception   is  everything.” 5. Describe   the   fundamental   motives  behind consumer purchases. 6. Discuss   the   various   influences   on  consumer behavior. 7. Explain   how   advertisers   deal   with  cognitive dissonance. The Larger Marketing Context of Advertising  the relationship between the product and the marketplace The key to a company’s success is its ability to locate, attract, and keep customers who  are willing and able to pay for the firm’s goods and services.  o This means being able to locate prospects and understand their wants and  needs.  o create need-satisfying products and communicate their existence to the market. The Relationship of Marketing to Advertising Marketing  is the business process of planning and executing the conception, pricing,  promotion, and distribution of ideas, goods, and services to create exchanges that  satisfy the perceived needs, wants, and objectives of individuals and organizations. Advertising is just one of the numerous tools used in the promotion or communication  aspects of marketing. Customer Needs and Product Utility 
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This note was uploaded on 04/16/2008 for the course ADV 305 taught by Professor Yeokim during the Spring '07 term at University of Texas at Austin.

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Chapter5 - Chapter 5 Outline MARKETING AND CONSUMER...

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