The process involved when individuals or group select, purchase, use, and
dispose of goods, services, ideas, or experiences to satisfy their needs and desires.
habitual decision making
such as deciding to purchase a box of cereal
Chapter 17 Direct and Online Marketing
Direct marketing: connecting directly with carefully targeted consumers, often on a one-to-one, interactive basis.
Seek a direct, immediate and measurable consumer response. Ex: Amazon, GEICO
The new direct marketing
What Influences Consumer Behavior?
Do you own or have you used a GoPro camera? (Chapter opener)
If yes, how did you use it and did you like the experience?
Marketing by the numbers.
Mission help people capture and share th