Chap 2 mktg351

Chap 2 mktg351 - Study elements and their...

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1 Chapter 2: A Framework for  Consumer Analysis This chapter is part of  Section 1: A Perspective on Consumer  Behavior
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2 Wheel of Consumer Analysis: A  Reciprocal System Marketing Strategy
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3 Elements of Wheel Affect Feelings Favorable vs. Unfavorable Mild vs. Intense Cognition Thoughts Beliefs, understanding, and interpreting Conscious vs. Automatic
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4 Elements of Wheel (cont’d) Behavior Overt action Observed and measured Critical for organization outcomes Environment External to consumers Physical and social stimuli Influences affect, cognition, and behavior
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5 Wheel as a Reciprocal System:  Consumer Analysis Implications
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Unformatted text preview: Study elements and their inter-relationship Any element may be the starting point Consumers continuously change Can be used to analyze Societies Industries Market segments Individual Consumers Consumers influence marketing strategy and vice versa 6 Relation with Marketing Strategy 7 Summary Wheel of Consumer Analysis Three elements are affect and cognition, behavior, and environment Helps in understanding societies, industries, market segments, and individual consumers These elements bear upon, and are influenced by, marketing strategy...
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This note was uploaded on 09/12/2011 for the course MKTG 351 taught by Professor Ashwani during the Spring '10 term at South Carolina.

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Chap 2 mktg351 - Study elements and their...

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