CB WK 1 - Changes %26 Challenges

CB WK 1 - Changes %26 Challenges - Consumer Behaviour...

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Consumer Behaviour Consumer Behaviour: Meeting Changes & Challenges
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Learning Objectives 1. To Understand What Consumer Behavior Is and the Different Types of Consumers. 2. To Understand the Relationship Between Consumer Behavior and the Marketing Concept, the Societal Marketing Concept, as Well as Segmentation, Targeting, and Positioning. 3. To Understand the Relationship Between Consumer Behavior and Customer Value, Satisfaction, Trust, and Retention. 4. To Understand How New Technologies Are Enabling Marketers to Better Satisfy the Needs and Wants of Consumers.
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Learning Objectives (continued) 5. To Understand How Marketers Are Increasingly Able to Reach Consumers Wherever Consumers Wish to Be Reached. 6. To Understand How the World’s Economic Condition Is Leading to Consumption Instability and Change. 7. To Understand the Makeup and Composition of a Model of Consumer Behavior.
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Consumer Behavior The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs.
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Two Consumer Entities Personal Consumer • The individual who buys goods and services for his or her own use, for household use, for the use of a family member, or for a friend. Organizational Consumer • A business, government agency, or other institution (profit or nonprofit) that buys the goods, services, and/or equipment necessary for the organization to function.
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Development of the Marketing Concept Production Orientation Sales Orientation Marketing Concept
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Production Orientation From the 1850s to the late 1920s Companies focus on production capabilities Consumer demand exceeded supply Production Orientation Sales Orientation Marketing Concept
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This note was uploaded on 06/12/2011 for the course MM 101 taught by Professor Brunos during the Spring '11 term at London Business School.

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CB WK 1 - Changes %26 Challenges - Consumer Behaviour...

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