Chapter 01 Consumer Behavior and Marketing Strategy Multiple Choice Questions 1. Why is China very attractive to marketers around the world? A. because it represents a collective approach to marketing in contrast to the traditional individualist approach used in the United States and other western cultures B. Chinese consumers are very brand loyal C. they are the heaviest users of the Internet D. Chinese teens are easier to understand because they are less "trendy" than teenagers from other
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Consumer Behaviour Assignment Part A Q 1 – Describe the inter-relationship between consumer behavior as an academic discipline and the marketing concept Ans The study of consumer behavior enables marketers to understand and predict consumer behavior in the marketplace; it is concerned not only with what consumers buy but also with why‚ when‚ where‚ and how they buy it. Consumer research is the methodology used to study consumer behavior; it takes place at every phase of the consumption process: before
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Consumer Motivation LEARNING OBJECTIVES After studying this chapter students should be able to: 1. Understand the types of human needs and motives and the meaning of goals. 2. Understand the dynamics of motivation‚ arousal of needs‚ setting of goals‚ and interrelationship between needs and goals. 3. Learn about several systems of needs developed by researchers. 4. Understand how human motives are studied and measured. CHAPTER SUMMARY Motivation is the driving force within individuals
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which formal organizations establish the need for purchased products and services and identify‚ evaluate and choose among the alternative brands and suppliers’ ( Webster and Wind- Philip Kotler 12E ‚ Page 196) Definition of individual Buying or Consumer buying: Individual buying is defined as follows “The decision process and physical activity engaged in when evaluating‚ acquiring‚ using or disposing of goods and services”( Ignou Text Book) Some features of organizational buying are as
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competition makes the companies feel constantly improve their marketing mix. Thus‚ offering innovative products and service in the market are remarkably increasing. Consumer loan‚ credit card‚ online banking‚ mobile banking‚ ATM card etc are some of the outcomes of this continuous innovation and improvement. The technological innovations make the consumer more knowledgeable and persuade them to put more thinking in their buying decision. With the involvement of foreign and local banks the competition are on
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they buy‚ where they buy‚ and how they buy‚ but not so much on why they buy. This question of “why” brings us to a micro-level analysis tourism development. In this context among other things‚ the literature explains the self concept literature in consumer research which helps to explain the psychological underpinnings of travel self-congruity that involves a process of matching a tourist’s self-concept to a destination visitor image. Traditional research methods‚ which assume a piecemeal process
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FILIPINO VOTERS CULTURAL Culture- Vote buying According to NefLuczon of http://www.sunstar.com.ph ‚ whether it’s in the sphere of social media and in the corners of the street‚ it is as bright as sunlight that we heard stories of massive vote buying before the barangay elections. Vote buying still exist‚ and becoming a tradition in the Philippines because the voters themselves are looking forward to it. Imagine some people would not sleep the night before the election day‚ just to wait someone
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are many reasons why Hershey’s successful today. The first and most important is the Hershey’s name. Hershey is in a global economy that makes many different products besides chocolate. When a consumer goes to a store to purchase candy they are most likely to pick up a Hershey product. It is common for consumers to recognize and expect quality from Hershey products. Hershey’s company product name is readily recognized all over the world. With this quality of brand recognition‚ it can be expect that
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Introduction to Consumer Behavior What is Consumer behavior? – pg 6-8 Consumer Behavior The study of individuals‚ groups‚ or organizations and the processes they use to select‚ secure‚ use‚ and dispose of products‚ services‚ experiences‚ or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Application of consumer behavior – pg 9-11 1) Marketing Strategy 2) Regulatory Policy Social Marketing The application of marketing strategies and tactics
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About Giant Consumer Products : This case describes sales promotion strategy at frozen foods maker Giant Consumer Products. The case focuses on the multi-disciplinary facets of brand management and sales promotion. Started with background analysis‚ problem statement‚ problem analysis‚ identification and assessment of alternatives‚ and recommendation and implementation. Following apspects are included in the case : consumer products marketing strategy food industry brand equity brand management
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