READING: CHAPTER 1 (1-23)
1. Conceptual marketing: an approach when decision maker relies solely on his/her mental model
without using support system.
2. Automated marketing: an approach when automate the decision process using a sophisticated
LECTURE 2 READING, CHAPTER 3 (61-89)
1. Market Segment: A group of actual or potential customers who can be expected to respond in a
similar way to a product or service offering.
2. Market Segmentation: The business process of finding groups of cus
Consumer decision making process
There are several steps that a consumer goes through before making the final purchase of the
product or service, they are as follows:
The first step is need recognition and is considered crucial since it