Textbook Notes (367,893)
Canada (161,477)
MCS 2600 (65)
Chapter 1

Chapter 1.docx

1 Page
Unlock Document

Marketing and Consumer Studies
MCS 2600
Lianne Foti

Chapter 1 – Consumer Behaviour: Meeting Changes and Challenges Consumer behaviour- behaviour that consumers display in searching, purchasing, using, evaluating, & disposing of products/services that they expect satisfy their needs -interdisciplinary (based on concepts/theories about people that have been developed by scientists in diverse disciplines (psychology, sociology, social psychology, cultural anthropology, & economics)) -focuses on how individuals (families/householddecide to spend available resources (time, money, effort)on consumption-related items (what/why/when/where/how often they buy/use/dispose of items) Personal consumer- products bought for final use by individuals (end users) Organizational consumer- includes profit and not-for-profit businesses, government agencies institutions, who consume products to run their organization Production orientation – focus on perfecting production capabilities of the company; to expand production and make more products (demand higher than supply) Sales orientation- focus on selling more (reached a point where supply greater than demand) Marketing orientation – realization that business should focus on consumer needs and preferences Marketing concept- companies must determine the needs and wants of specific target markets and deliver the desired satisfactions better than the competition Societal marketing concept – consumers may on occasion respond to immediate needs or wants, while overlooking their long-run best interest or the best interest of their family and neighbours Consumer research – methodology (process and tool
More Less

Related notes for MCS 2600

Log In


Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.