TAILIEUCHUNG - Lecture Marketing management: Chapter 6 - Phillip Kotler, Kevin Lane Keller

Chapter 6 - Analyzing consumer markets. In this chapter, we will address the following questions: How do consumer characteristics influence buying behavior? What major psychological processes influence consumer responses to the marketing program? How do consumers make purchasing decisions? In what ways do consumers stray from a deliberative, rational decision process? | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Analyzing Consumer Markets Chapter 6 Discussion Questions How do consumer characteristics influence buying behavior? What major psychological processes influence consumer responses to the marketing program? How do consumers make purchasing decisions? In what ways do consumers stray from a deliberative, rational decision process? The study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs or wants. Consumer Behavior Consumer Behavior Cultural Factors Social Factors Personal Factors Successful marketing requires that companies fully connect with their customers. Adopting a holistic marketing orientation means understanding customers— gaining a 360-degree view of both their daily lives and the changes that occur during their lifetimes so the right products are always marketed to the right customers in the right way. Consumer behavior is

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