Consumer Behavior 1

Consumer Behavior 1 - Consumer behavior Objectives 1. to...

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Consumer behavior 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 the consumers 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 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 2 consumer entities personal consumers organizational consumer From 1850’s to 1920’s production was the focus. Demand exceeded supply.
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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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Consumer Behavior 1 - Consumer behavior Objectives 1. to...

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