Introduction to Consumer Behavior and Marketing Strategy Online ...

6/1/2010
Introduction
• The marketing concept suggests an
organization should satisfy consumer needs
and wants in order to make a profit
– Need to understand customers
– Must stay close to customers
• Past problems with marketing concept
– The concept was not implemented in the entire
organization and viewed more as a marketing
task
1-4
Introduction cont.
• Shift of focus to better serve consumers for
three major reasons
– Dramatic success of Japanese companies
• Focus on providing consumers value-laden products
• Superior quality and lower prices of Japanese
products
• Increased consumer interest in world markets
– Dramatic increase in the quality of consumer
and marketing research
• Use of technology to identify and know customers
personally
• Ability to track consumer reactions
1-5
Introduction cont.
• Shift of focus to better serve consumers for
three major reasons
– Development of the Internet as a marketing tool
• E-marketing potential
• Increased importance of consumer behavior
research
• Ability to conduct marketing research studies
1-6
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