BUSN 70 Lecture Notes - Lecture 22: Caffeine, Social Forces, Consumer Futures
13 Mar 2021
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Document Summary
New information technologies are changing how businesses learn about consumers and market their products. Opportunity to reach new markets via the internet. Online surveys or polling are becoming an important part of marketing research. Virtual testing interactive multimedia research that combines sight, sound, and animation to improve testing of products and their features. Marketing concept = the decision process and actions of people who purchase and use products. Marketers analyze buying behavior because a firm"s marketing strategy should be guided by an understanding of buyers. Both psychological and social variables are important to an understanding of buying behavior. Perception = the process by which a person selects, organizes, and interprets information received from his or her senses. Motivation = inner drive that directs a person"s behavior toward goals. Learning = changes in a person"s behavior based on information and experience. Attitude = knowledge and positive or negative feelings about something.
