ADV 375 Chapter 1-16: ADV 375 (section 730) Consumer Behavior Textbook Notes
Document Summary
Fully bolded plus (cid:498):(cid:499) = definition of word. Black bold= sub header of red section. Segmentation, targeting, and positioning: the focus of the marketing concept is consumer needs. Customer retention: customer retention: providing value to customers continuously and more effectively than competition the compition is to retain highlu satisfied customers. Challenges marketers face: societal marketing concept: requires that all marketers adhere to. Consumer behavior and decision-making are interdisciplinary: new field of study, began in the mid to late 1960s, consumer decision making can be viewed in three distinct but interlocking. A simplified model of consumer decision-making stages, input stage, process stage, output stage. Consumer research paradigms: consumers are not always aware of why they make the decisions they do, motivational research: qualitative in approach, consumers use two different types of research to study human behavior. Quantitative research and qualitative research: quantitative research: is descriptive in nature and is used by.
