MARK 305 Midterm: Mark 305 - notes-2
19 Oct 2017
School
Department
Course
Professor
Document Summary
The field of consumer behaviour is the study of the process involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experience to satisfy their needs and desires. Consumer behaviour is more that just a purchase. It is a process that involves the issues that influence the consumer before, during, and after the purchase. Relationship marketing : building bonds with consumers that will last a lifetime in order to create a brand or product loyalty. This is because the marketing concept is all about understanding consumer needs. Data about consumers help marketers define the market. Understanding consumers can help the marketer identify threats to a brand and opportunities for it. Consumer impact on marketing strategy: knowing & understanding customers is key for exceptional companies, award winning businesses know their customers as well as they know themselves.
