Chap 1 mktg351

Chap 1 mktg351 - and ideas by human decision making units...

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1 Chapter 1: Introduction to  Consumer Behavior and  Marketing Strategy This chapter is part of Section 1: A Perspective on Consumer  Behavior
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2 Why is CB part of Marketing? As per the marketing concept Make profits by satisfying consumers Consumers will be satisfied if They purchase and use products and  services appropriately They will purchase and use  appropriately if Marketers understand them
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3 What is CB? The dynamic interaction of affect and  cognition, behavior, and the environment by  which human beings conduct the exchange  aspects of their lives. Consumers’ decisions w.r.t the acquisition,  consumption, and disposition of goods, services, time, 
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Unformatted text preview: and ideas by human decision making units over time. The processes involved when individuals or groups select, acquire, consume, or dispose of products, services, ideas, or experiences to satisfy needs and desires. 4 How is CB studied? 5 Who uses knowledge about CB? 6 Summary Consumer Behavior Part of the Marketing concept Interaction of consumers affect, cognition, behavior and environment Studied via interpretive, traditional, and marketing science approaches Useful for consumers, governments, and organizations (both for-profit and not-for-profit)...
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Chap 1 mktg351 - and ideas by human decision making units...

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