MKT 625 – week 1

Utilizing the REQUIRED text:

Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th
ed.). Upper Saddle River, NJ: Pearson.

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Answer BOTH 1 & 2:
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1. Marketing Concept

Define consumer behavior and discuss the underlying premise of consumer behavior, the
marketing concept. Why is consumer behavior rooted in the marketing
concept? ; How does customer value and customer satisfaction play into the
marketing concept? Open the link below and review the customer service
facts. ; Why is it important for a business to focus on customer value and
satisfaction? ; Do you fall into any of these categories and if so, which
ones? ; Explain why.

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Customer service facts ;

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2. The Consumer Research Process ;

; ; ; ; ;Use the ;Consumer research interactive learning object to deepen
; ; ; ; your understanding of the order of steps in the research process. ;
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; ; ; ; There are six steps in the consumer research process. Pick a product or
; ; ; ; service you have an interest in and question about. Describe the product
; ; ; ; or service, your question(s) and the research process to lay the
; ; ; ; foundation. ; Walk through each of the six steps as it relates to your
; ; ; ; product or service, providing your analysis of each and what you would do
; ; ; ; specifically at each step and why. Which step was the most informative and
; ; ; ; why? Which step was the least informative and why? ; Did the process
; ; ; ; help address your question (s)? Integrate and apply the concepts from the
; ; ; ; learning in your response.

; ; ; ; ; ; ; ;
; ; ; ; Examples: ; ;

• Why was the Snuggy so successful and is
  ; ; ; ; ; there still a market for it?
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• Do consumers prefer McDonalds or Burger
  ; ; ; ; ; King?

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• Should we expand globally?