MAR 3023 Chapter Notes - Chapter 4: Retail, Breakcore, Aisle
Document Summary
To develop successful marketing campaigns, organizations need to understand consumer behavior. Consumer behavior the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, servicers, experiences, or ideas to satisfy needs. Also entails the study of the impact these processes have on the consumer and society. Business to consumer marketing (b2c) involves selling goods and services to end-user customers. Examples include restaurants, car dealerships, barbershops, each of which market to individual consumers like you who might use their products. Business to business marketing (b2b) involves marketing to organizations that acquire goods and services in production of other goods and services that are then sold or supplied to others. Evoked set the brands or products a person will evaluate as options for the solution of a particular consumer problem. Capable of making quick decisions based on little information: system 2 effortful, slow, and controlled way of thinking.
