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Tài liệu giáo trình môn Marketing management_ Chapter " Analyzing Consumer Behavior ", dành cho sinh viên bậc đại học, cao học đang theo học các ngành kinh tế, marketing. | MARKETING MANAGEMENT Jttd t lit itni Analyzing Consumer Behavior RUSSELL S. WINER Chapter 4 . f f f Key Learning Points Concept activity of market segmentation Segmentation implementation issues Understanding consumer motives for buying behavior Understanding how consumers make purchase decisions Importance of understanding where and when consumers buy Implications for global and technologybased markets Customer Analysis Customer analysis addresses five questions - Who are the current and potential customers for the product or service - Why do they buy - How do they make purchasing decisions - Where do they buy the product or service what channels are used - When do they buy
