Introduction to Consumer Behavior and Marketing Strategy Online ...
Introduction to Consumer Behavior and Marketing Strategy Online ...
Introduction to Consumer Behavior and Marketing Strategy Online ...
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6/1/2010<br />
<strong>Consumer</strong> <strong>Behavior</strong>’s Role in<br />
<strong>Marketing</strong> <strong>Strategy</strong> cont.<br />
• Powerful force on consumers <strong>and</strong> society at<br />
large<br />
– The power of marketing <strong>and</strong> the ability of<br />
consumer research <strong>and</strong> analysis <strong>to</strong> yield insight<br />
in<strong>to</strong> consumer behavior should not be<br />
discounted or misused<br />
1-22<br />
<strong>Marketing</strong> <strong>Strategy</strong> Queries <strong>Consumer</strong><br />
<strong>Behavior</strong> Research Can Help Answer<br />
1-23<br />
Summary<br />
• The marketing concept was defined <strong>and</strong> past<br />
problems were discussed<br />
• The aspects of consumer behavior were<br />
presented<br />
• Three major approaches <strong>to</strong> consumer behavior<br />
research were exhibited<br />
• The groups that use knowledge about consumer<br />
behavior <strong>and</strong> research were identified<br />
• The role of consumer behavior in a marketing<br />
strategy was discussed<br />
1-24<br />
8
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