Professional Documents
Culture Documents
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ADPRAC 3
Consumer Behavior & Marketing Research 3 units 3 hours a week (lecture) 4th absence FA (2 late=1 absence) Attendance checked first 15 minutes of 1st hour. Beyond first hour, considered absent NOTEBOOK required
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Teaching Methods
Lecture Demonstration Class discussions Individual and Group Activities Research Actual production
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GRADING SYSTEM
Attendance Exercises & Quizzes Prelim Requirement Final Requirement T OTAL 10% 50% 20% 20% 100%
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R-E-S-P-E-C-T
Respect yourself and others will respect you. Confucius
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McGraw-Hill/Irwin
Chapter 1
McGraw-Hill/Irwin
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Introduction
The marketing concept suggests an organization should satisfy consumer needs and wants in order to make a profit
Need to understand customers Must stay close to customers
Introduction cont.
Shift of focus to better serve consumers for three major reasons
Dramatic success of Japanese companies
Focus on providing consumers value-laden products Superior quality and lower prices of Japanese products Increased consumer interest in world markets
Introduction cont.
Shift of focus to better serve consumers for three major reasons
Development of the Internet as a marketing tool
E-marketing potential Increased importance of consumer behavior research Ability to conduct marketing research studies
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Consumer Behavior
Is Dynamic
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www.idea-sandbox.com
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Consumer Behavior
Involves Interactions & Exchanges
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Major Approaches
To Consumer Behavior
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Essence of marketing strategy is to understand markets, develop and implement superior strategies to attract and hold them profitably
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Summary
The marketing concept was defined and past problems were discussed The aspects of consumer behavior were presented Three major approaches to consumer behavior research were exhibited The groups that use knowledge about consumer behavior and research were identified The role of consumer behavior in a marketing strategy was discussed
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www.themarketingstudent.com
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Baby Boomers The Baby Boomer generation are those born between 1947 and 1963. Gen X The members of Gen X, the children of the Baby Boomers, are those born between 1964 and 1984 Gen Y The newest generation, Gen Y, is made up of those born between 1985 and 2005.
www.suite101.com
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Boomers
Boomers had it pretty simple back in their youth. Want to connect with your friends? Write them a letter, give them a call or go and see them.
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Gen X
Gen X-ers had a little more fun. They couldve emailed each other over 28.8 or used their pagers to send 1-sentence messages back and forth.
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Gen Y
To an outsider, it can be a confusing to understand how Gen Y uses those channels just to talk to each other. After all, Boomers just had three channels and they made friends just fine.
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1442. Youre on
2028. Productivity
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Its amazing at how much of your daily life is comprised of interacting with or talking about brandsand how you become self-conscious of publicly associating yourself with certain brands.
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