MKT 3411 : MKT 3411 Study Guide Test 1
Document Summary
The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. Statistics that measure observable aspects of a population, such as birth rate, age distribution and income. Targeting a brand only to specific groups of consumers rather than to everybody even if it means other consumers not in the target market or not attracted to the product. Sociological perspective that takes the view that much of consumer behavior resembles actions in a play. The criteria used to evaluate products and services in one role may be different from those used in other roles. Must represent all roles because each role alters consumption decisions. A transaction in which two or more organizations or people give and receive something of value, is an integral part of marketing.
