CHAPTER 1: INTRODUCTION

Consumer Behavior Chapter 1

Marketing Concept

Marketing Concept

The appropriate philosophy for conducting business.

The dramatic success of Japanese companies, increased quality of consumer and marketing research, the development of the Internet as a marketing tool.

Reasons for Changes in Companies

Consumer Behavior

The dynamic interaction of affect, cognition, behavior, and the environment in the exchange aspects of human life.

Dynamic Nature of Consumer Behavior

The constant changes in thinking, feelings, and actions of individual consumers, targeted groups, and society.

Interactions in Consumer Behavior

The involvement of people's thinking, feelings, actions, and the environment in exchanges.

Exchanges in Consumer Behavior

The transactions that occur between human beings in the consumption process.

Interpretive, Traditional, Marketing Science

3 Major Approaches to Studying Consumer Behavior

Interpretive Approach

A relatively new method in consumer behavior research based on cultural anthropology, focusing on understanding consumption and its meanings.

Interpretive Approach

uses long interviews and focus groups

Traditional Approach

A method based on cognitive, social, and behavioral psychology, seeking to explain consumer decision-making through experiments and surveys.

Marketing Science Approach

A method using economics and statistics to develop mathematical models predicting consumer behavior and marketing strategies.

Marketing Organization, Government and Political Organizations, Consumer and organizational buyers

3 Groups that use knowledge about consumer behavior and consumer behavior research

Marketing Organizations

Entities, including businesses and institutions, that seek exchanges with consumers.

Government and Political Organizations

Agencies that monitor and regulate exchanges between marketing organizations and consumers.

Consumers and Organizational Buyers

Individuals and entities that exchange resources for goods and services to achieve their goals.

Marketing Strategy

The design, implementation, and control of a plan to influence exchanges and achieve organizational objectives.

Marketing Stimuli

The development and presentation of marketing efforts aimed at influencing consumer thoughts, feelings, and actions.

Powerful Force of Marketing Strategies

The significant impact that well-developed marketing strategies have on consumers and society.