marketing p1 - Chapter 1: Consumer behavior: the totality...

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Chapter 1: Consumer behavior: the totality of consumer decisions concerning decisions of buying using and disposing of goods, services Offering: a good, service being offered by the organization to the consumers. What affects consumer behavior 1) Psychological core: motivation, ability, opportunity (mao) and exposure attention and perception (ape) , categorizing and comprehending (cc) forming and changing attitude, retrieving memories. 2) Process of disicion making: problem recognition and research, making disicions, evaluation decisions. 3) Consumer culture; the typical or expected behavior or norms of a specific group. Social class Values Personality Reference groups: group of ppl we compare ourselves to regarding behavior. 4) Consumer behavior outcomes: symbols, signs that express our identity, it can diffuse through the market, Who benefits from consumer behavior studies: 1) Marketing managers: a social and managerial process where they obtain info by creating and exchanging with others 2) Academics 3) Regulaters and rule makers. 4) Consumer and society Market implication of consumer behavior:
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1) developing and implementing a consumer oriented strategy 2) picking a market segment 3) positioning 4) pricing 5) distribution 6) developing product and services. Chapter 3: Exposure: It’s the extent to which consumers are come into physical contact with a stimuli Markting sytimuli: info about an offering presented to the consumers in different ways ; signs, tv, sales ppl 1. Factors Influencing exposure: an ad with in the media the shelf position product distribution
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2. selective exposure
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This note was uploaded on 06/24/2011 for the course MANAGEMENT MGTD13H3 taught by Professor Mcconky during the Spring '11 term at University of Toronto- Toronto.

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marketing p1 - Chapter 1: Consumer behavior: the totality...

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