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Introduction to Consumer Behavior. Overview of the Course Syllabus and course expectations –On the web at –http://www.personal.kent.edu/~lmarks/http://www.personal.kent.edu/~lmarks/

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Presentation on theme: "Introduction to Consumer Behavior. Overview of the Course Syllabus and course expectations –On the web at –http://www.personal.kent.edu/~lmarks/http://www.personal.kent.edu/~lmarks/"— Presentation transcript:

1 Introduction to Consumer Behavior

2 Overview of the Course Syllabus and course expectations –On the web at –http://www.personal.kent.edu/~lmarks/http://www.personal.kent.edu/~lmarks/ –And on Vista (http://vista.kent.edu/)http://vista.kent.edu/

3 The Importance of Understanding Consumer Behavior 1.Set up an understanding of the topic 2.“Demonstrate” how it is important to Marketing 3.Show the complexities of understanding consumer behavior

4 Consumers in the Context of The Marketing Environment

5 Competition Legal Technology Economic Political Social

6 Consumers in the Context of The Marketing Environment Competition Legal Technology Economic Political Social PROMOTION PRODUCT PRICE PLACE

7 Consumers in the Context of The Marketing Environment Competition Legal Technology Economic Political Social PROMOTION PRODUCT PRICE PLACE CONSUMER

8 Consumers in the Context of Marketing Strategy “THE MARKET”

9 Consumers in the Context of Marketing Strategy “THE MARKET”..............................................................................................................................................................................................................................

10 Consumers in the Context of Marketing Strategy “THE MARKET”.............................................................................................................................................................................................................................. Market Segmentation and Target Marketing

11 The Marketing System MANUFACTURERMANUFACTURER WHOLESALERWHOLESALER RETAILERRETAILER C F O I N N S A U L M E R RAWMATERIALSRAWMATERIALS Support Services

12 The Marketing Concept Marketing Oriented Firms Seek To: –Satisfy Consumer’s NEEDS, WANTS, and DESIRES –At a PROFIT –Through an Integrated Effort of the Firm

13 A “SIMPLE” Example


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