Week 1 – MKT 625
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:
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.
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. ;
;
; 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?
;
- Do consumers prefer McDonalds or Burger
; King?
- Should we expand globally?