Core Concepts of Marketing
PROJECT 71 Historical/casemethod Relianceisplacedonpastexperiencesinseekingsolutionstocurrent marketingproblems. Surveyapproach ...
72 CHAPTER 3 MARKETING RESEARCH:ANAIDTODECISION MAKING obtaininformationthatcouldbeusedtohelpincreasesalesoflaptopstocollegestud ...
CHAPTER4 UNDERSTANDING BUYERBEHAVIOR LEARNING OBJECTIVES Havingreadthis cha~ter,yousrould beableto: Understandthebehavicrofthei ...
74 CHAPTER 4 UNDERSTANDINGBUYERBEHAVIOR No wondertheyhavebecomethetarget of marketingcampaignsso sophisticatedasto maketheki d-a ...
BUYERBEHAVIORASPROBLEMSOLVING 75 marketer,analysisofthesetrade-offsisguidedbycompanypolicesandobjectives.Forexam- ple,a companym ...
76 CHAPTER 4 U NDERSTANDINGBUYER BEHAVIOR Polowhenyoushopforclothes. On theotherhand,theAmerican CancerAssociationwould likeyout ...
BUYERBEHAVIOR ASPROBLEMSOLVING 77 lemshe/shefaces.Conversely,anindividualmayowna carthatis twoyearsoldandrun- ningverywell.Yet, ...
78 CHAPTER 4 UNDERSTANDINGBUYERBEHAVIOR communicationwithbuyersinparticular,andit hasreceiveda greatdealofstudy.Asses3- inghowa ...
BUYERBEHAVIORASPROBLEMSOLVING 79 intotherightcontext.Ifthebuyercanretrieve relevantinformationaboutaprod- uct, brand, orstore,he ...
80 CHAPTER 4 UNDERSTANDINGBUYERBEHAVIOR advertising,personalselling,andpublicrelationsisan obvio us startingpoint.Produc' sam- p ...
3dYERBEHAVICqA!"PROBLEMSOLVING 8 "j TheplacementofC..lstomers'storiesfrontandcenterprovesthatLheiT opinionsandexperiencearevaL-l ...
82 CHAPTER 4 UNDERSTANDINGBUYERBEHAVIOR InfluencingFactorsofConsumerBehavior Whilethedecision-makingprocessappearsquitestandardi ...
BUYERBEHAVIORASPROBLEMSOLVING 83 frequentlypurchased,suchasbread,thebuyingprocessistypicallyquickandrouti nized. Adecisionconcer ...
8 4 CHAPTER 4 UNDERSTANDINGBUYERBEHAVIOR socialrisk(productsimportantto the peer group),or psychological risk(thewrongdeci- sion ...
BUYERBEHAVIORASPROBLEMSOLVING 85 toscoreselectionbyfemaleshoppers.Thiswasparticularlytrueforwomen'ssuitsordresses, linensandbedd ...
86 CHAPTER 4 UNDERSTANDINGBUYERBEHAVIOR Theseare officeworkers, teachers,small businesspeopleand thelikewhotypicallyhold strongA ...
BUYERBEHAVIORASPROBLEMSOLVING 81 Family Oneofthemostimportantreferencegroupsforanindividualisthefam- ily.A consumer'sfamilyhasa ...
8 8 CHAPTER 4 UNDERSTANDINGBUYERBEHAVIOR otherwords,yOllcouldlearntoplaytennisbyreadingabouthowtoplaywithoutactually doingit.Thi ...
BUYERBEHAVIORASPROBLEMSOLVING 89 Itispossible(andusual)tohaveneedsthatarelatent(unstimulated)andthatthereforedo notserveasthemot ...
90 CHAPTER 4 UNDERSTANDINGBUYERBEHAVIOR experienceandrelymoreonpersonalobservationtosecureinformation;thus,in-storepro- motionwo ...
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