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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.

Customer service facts ;

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?

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