Introduction to Consumer Behavior

Overview of the Course Syllabus and course expectations –On the web at – –And on Vista (

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

Consumers in the Context of The Marketing Environment

Competition Legal Technology Economic Political Social

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

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

Consumers in the Context of Marketing Strategy “THE MARKET”

Consumers in the Context of Marketing Strategy “THE MARKET”

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

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

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

A “SIMPLE” Example