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Chapter 1: What is CB, and Why Should I Care?
BABIN / HARRIS © 2009 South-Western, a division of Cengage Learning.
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© 2009 South-Western, a division of Cengage Learning.
Learning Outcomes LO1 Understand the meaning of consumption and consumer behavior. Describe how consumers get treated differently in different types of exchange environments. Explain the role of consumer behavior in business and society. Be familiar with basic approaches to studying consumer behavior. Describe why consumer behavior is so dynamic and how recent trends affect consumers. LO2 LO3 LO4 LO5 © 2009 South-Western, a division of Cengage Learning.
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Understand the meaning of consumption and consumer behavior.
LO1 Understand the meaning of consumption and consumer behavior. © 2009 South-Western, a division of Cengage Learning.
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Consumer Behavior Perspectives
LO1 Human Thought and Action Field of Study © 2009 South-Western, a division of Cengage Learning.
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Consumer Behavior as Human Behavior
LO1 Consumer behavior is the set of value seeking activities that take place as people go about addressing realized needs. © 2009 South-Western, a division of Cengage Learning.
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Exhibit 1.1 The Basic Consumption Process
LO1 © 2009 South-Western, a division of Cengage Learning.
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© 2009 South-Western, a division of Cengage Learning.
Consumption LO1 Process by which goods, services or ideas are used and transformed into value. © 2009 South-Western, a division of Cengage Learning.
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© 2009 South-Western, a division of Cengage Learning.
Makeup or Hope? A myopic business view defines the business in terms of products and not the value consumers receive. © 2009 South-Western, a division of Cengage Learning.
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Exhibit 1.2 Consumer Behavior as a Field of Study
LO1 © 2009 South-Western, a division of Cengage Learning.
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© 2009 South-Western, a division of Cengage Learning.
LO2 Describe how consumers get treated differently in different types of exchange environments. © 2009 South-Western, a division of Cengage Learning.
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How are Consumers Treated?
LO2 DMV Fine restaurant © 2009 South-Western, a division of Cengage Learning.
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Questions to Consider LO2
How competitive is the marketing environment? How dependent is the marketer on repeat business? © 2009 South-Western, a division of Cengage Learning.
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Some Terminology LO2 Consumer (customer) orientation
Market orientation Relationship Marketing Touchpoints © 2009 South-Western, a division of Cengage Learning.
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Explain the role of consumer behavior in business and society.
LO3 Explain the role of consumer behavior in business and society. © 2009 South-Western, a division of Cengage Learning.
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Why Study CB? LO3 Input to business/marketing strategy
Force that shapes society Input to making responsible decisions as a consumer © 2009 South-Western, a division of Cengage Learning.
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Exhibit 1.4 Different Ways of Doing Business
LO3 © 2009 South-Western, a division of Cengage Learning.
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© 2009 South-Western, a division of Cengage Learning.
CB and Society LO3 Consumption shapes society! © 2009 South-Western, a division of Cengage Learning.
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Hold the Phone! 1980s mobile phone! Should public restrictions on mobile phone usage be created? © 2009 South-Western, a division of Cengage Learning.
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CB and Personal Growth LO3
Studying CB helps consumers make better decisions by understanding: Consequences of poor budgeting Role of emotions Avenues for redress Social influences Environmental effects © 2009 South-Western, a division of Cengage Learning.
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Be familiar with basic approaches to studying consumer behavior.
LO4 Be familiar with basic approaches to studying consumer behavior. © 2009 South-Western, a division of Cengage Learning.
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Different Approaches to Studying CB
LO4 Interpretive Research Quantitative Research © 2009 South-Western, a division of Cengage Learning.
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Exhibit 1.5 Comparing Quantitative and Qualitative Research
LO4 © 2009 South-Western, a division of Cengage Learning.
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© 2009 South-Western, a division of Cengage Learning.
Sports Artifacts LO4 Ethnography is useful in understanding how consumers turn sports experiences and memorabilia into value. © 2009 South-Western, a division of Cengage Learning.
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© 2009 South-Western, a division of Cengage Learning.
LO5 Describe why consumer behavior is so dynamic and how recent trends affect consumers. © 2009 South-Western, a division of Cengage Learning.
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Trends LO5 Internationalization Technological changes
Changing demographics © 2009 South-Western, a division of Cengage Learning.
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Internationalization
LO5 Starbuck’s is everywhere! © 2009 South-Western, a division of Cengage Learning.
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ACNielson Explains How Kids Rule the Roost!
LO6 © 2009 South-Western, a division of Cengage Learning.
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