MGMC11H3 Chapter Notes - Chapter 1-6: Marketing Mix, Explicit Memory, Working Memory

80 views16 pages
School
Department
Course

Document Summary

Def- consumer behaviour: totality of consumers" decisions including acquisition, consumption, and disposition of goods, services, experiences, activities, time, and ideas by decision-making units (aka humans) They make choices which may involve consumption of time. Different consumers have different preferences ad choices. Def- offering: a product, service, activity, or idea offered by a marketing organization to consumers. Consumer behaviour involves more than buying: acquiring: buying is an acquisition behaviour. It involves decisions about time as well as money. Leasing, trading, and sharing are all acquisition behaviour. Def- acquisition: the process by which a consumer comes to own an offering: using: usage is core of consumer behaviour. What we use symbolizes who we are, what we value, and what we believe. Marketers need to be sensitive to when consumers are likely to use a product, whether the marketing strategy is effective and how consumers are reacting after using.

Get access

Grade+20% off
$8 USD/m$10 USD/m
Billed $96 USD annually
Grade+
Homework Help
Study Guides
Textbook Solutions
Class Notes
Textbook Notes
Booster Class
40 Verified Answers
Class+
$8 USD/m
Billed $96 USD annually
Class+
Homework Help
Study Guides
Textbook Solutions
Class Notes
Textbook Notes
Booster Class
30 Verified Answers

Related Documents