Module 3 - Consumer Markets and Purchasing Behavior
In the Spotlight
Figure 3.1 Understanding consumer purchasing decisions is important because it allows compani...
3.1 Understanding Consumer Markets and Buying Behavior
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define consume...
3.2 Factors That Influence Consumer Buying Behavior
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List and de...
3.3 The Consumer Purchasing Decision Process
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain the fi...
3.4 Ethical Issues in Consumer Buying Behavior
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe et...
Chapter Summary
This chapter defined consumer markets and consumer buying behavior and discussed the buyer’s blac...
Key Terms
4Ps the “marketing mix”—product, price, promotion, and place attitudes a learned set o...
Applied Marketing Knowledge: Discussion Questions
1. What sort of purchasing behavior do you, as a student, exhibit? Do you stop by a convenience...
Critical Thinking Exercises
1. Research has shown that consumers’ buying behavior changes over time, reflecting their a...
Building Your Personal Brand
Knowing yourself well is essential to helping you identify your personal brand. How would you cha...
What Do Marketers Do?
Have you ever wondered where analysts gather consumer behavior data and how they make sense of it...
Closing Company Case
Wired Coffee Bar Figure 3.15 Recognizing an opportunity to open a coffee shop in a small c...
References
1. Daniel Campos, “Committing to the Core: How McDonald’s Innovated to Survive (and Thrive)...