MCS 2600 Chapter Notes - Chapter 1: Customer Satisfaction, Sales Promotion, Marketing Mix

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Lianne Foti

Document Summary

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/households) decide 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.