Consumer Behaviors terms and principles

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Nội dung chi tiết: Consumer Behaviors terms and principles

Consumer Behaviors terms and principles

FROM LECTURESFrom Lecture 1: Buying, having, being• Consumer behavior links together concepts from psychology, sociology, and economics to :o Help bui

Consumer Behaviors terms and principles ild successful relationship marketing strategies.o Better apply consumer behavior theories and practices to build effective marketing strategies such

as segmentation, targeting, and positioning (S-T-P).o Deepen our gasp of data-driven insights from both qualitative and quantitative primary (versus s Consumer Behaviors terms and principles

econdary) research.o Build effective predictive models derived from established CB theories and propose assessment metrics to measure success or failu

Consumer Behaviors terms and principles

re of aforementioned marketing strategies.o Advance CB theories by examining their role in today’s consumer journey and decision-making processes.• St

FROM LECTURESFrom Lecture 1: Buying, having, being• Consumer behavior links together concepts from psychology, sociology, and economics to :o Help bui

Consumer Behaviors terms and principles as a person who identifies a need or desire, makes a purchase, and then disposes of the product during the three stages in the consumption process.■C

onsumers may be organizations or groups (in which one person may make the decision for the group)oof a product might not be the same person■Example: P Consumer Behaviors terms and principles

arent for kido A separate person might be an influencer. Provides recommendations for or against certain products■ Example: Joint decisions with frien

Consumer Behaviors terms and principles

ds or family members• Consumer-brand relationships:o Consumers may develop relationships with brands over time:■: the product helps to establish the u

FROM LECTURESFrom Lecture 1: Buying, having, being• Consumer behavior links together concepts from psychology, sociology, and economics to :o Help bui

Consumer Behaviors terms and principles ationso Motivation: Refers to the processes that lead people to behave as they do. it occurs when a need is aroused that the consumer wishes to satisf

y.o Our motivations to consume are complex and variedo People often buy products not for wliat they do bur for what they mean. Products play an extend Consumer Behaviors terms and principles

ed role in our lives.From lecture 2: Consumers and social well-being• Ethical business I Marketing Ethics and Public Policyo Business ethics are Riles

Consumer Behaviors terms and principles

of conduct that guide actions in the marketplaceo There are cultural differences in what is considered ethicalo It can be difficult to avoid ethical

FROM LECTURESFrom Lecture 1: Buying, having, being• Consumer behavior links together concepts from psychology, sociology, and economics to :o Help bui

Consumer Behaviors terms and principles ce whether business practices such as bribery are acceptable. Bribing foreigners to gain business has been against the law in theUnited States since 1

977, under the Foreign Corrupt Practices Act. The Organization for Economic Cooperation and Development (OECD), to which most industrialized countries Consumer Behaviors terms and principles

belong, also outlaws bribery. Still, these practices are common in many countries

FROM LECTURESFrom Lecture 1: Buying, having, being• Consumer behavior links together concepts from psychology, sociology, and economics to :o Help bui