[MARK320] - Final Exam Guide - Comprehensive Notes for the exam (56 pages long!)

• School: University of Alberta
• Department: Marketing
• Course: MARK320
• Professor: Jim Swaffield

Document Summary

Lecture 1 - introduction to consumer behaviour: consumer behavior de ned: The study of consumer behavior enables marketers to understand and predict how consumers will behave in the market place. What people will buy why people buy when people buy where people buy. 3. 1 the firm"s marketing e orts (product design, promotion strategy, price, and distribution strategy). 3. 2 social and cultural forces (family, reference groups, social class, culture and subculture). 3. 3 individual psychological and biological characteristics. (instincts, personal. Motivations, perception,personality, attitudes, hormones and neurotransmitters): fundamental principle of consumer behavior: all behavior is motivated. 4. 1 consumer behavior is motivated behavior aimed at achieving particular goals (functional, physical, psychological needs) 4. 2 the behavior is a means to an end, with the end being the sa8sfac8on of intrinsic needs and desires. Not everything that counts can be counted, and not everything that can be counted counts! We learn from others about how marketing works/ how they think they work.