Day 4 Consumer Behavior and Organizations as Consumers.pdf...

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1Day 4: Consumer Behavior and Organizations as ConsumersMGT 103: Product Marketing and ManagementKristine Ehrich, Ph.D.Purchase Situation by GenderMARKETINGRESPONSE4 PsBLACK BOX OFTHE CONSUMER…reflects the totality of consumersdecisions with respect to the acquisition, consumption and disposition of goods, services, activities and ideas by (human) decision-making units over time.
2AcquiringConsumingDisposingDeciding to buy a productDeciding between brandsWhere to buy How to payOther ways to acquireHow you use productHow you store productWho uses the product How much you consumeHow product compares with expectationsHow you get rid of remaining productHow much you throw away after useReselling productsHow you recycle productsMore than just buyingMore than just a single individualConsumer Behavior does not necessarily reflect the action of a single individualCombinations of people may be involved in a purchase:A Group of FriendsCoworkersA FamilyDifferent People may play different rolesInfluencer/Gatekeeper/Decider/Buyer/End UserUnfortunately, NO! Why not?Competitors can do the same thingsConsumers don’t always know what they wantConsumers don’t always know what is possibleWhat consumers want may not be feasibleConsumers’ preferences are flexible and change over time
3The process we use to select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy needs/desiresWhat influences this process?

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Term
Spring
Professor
NELSON

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