This essay reviews the course of consumer behaviour analysis, a research programme that employs the findings and principles of behavioural research toelucidate consumer behaviour and marketing management. Although attempts have been made from time to time to integrate a behaviour analytic perspective intomarketing research, the tendency has been to concentrate on the potential contribution of operant psychology to managerial practice rather than to examine the potential of behaviourism to provide a theoretical basis for marketing and consumer research. . | Marketing & Consumer Behavior: The Foundations of Advertising The marketing process and the role of advertising and other marketing communications tools Chapter Chapter Title Chapter 5 Objectives Define marketing & explain advertising’s role in the market Discuss various influences on consumer behavior Discuss product utility and the relationship between utility and consumer needs Identify key participants in the marketing process Outline the consumer perception process & explain why “perception is everything” Describe fundamental motives behind consumer purchases Explain how advertisers deal with cognitive dissonance 5- The Larger Marketing Context of Advertising Marketing Pricing Distribution Promotion Conception Advertising 5- Customer’s Utility Awareness Attitude Interest Seller’s Context of Advertising: Marketing Key Concepts Utility Exchanges Perception Satisfaction 5- Marketing Process Participants: Customers Influentials Prospective customers Current customers | Marketing & Consumer Behavior: The Foundations of Advertising The marketing process and the role of advertising and other marketing communications tools Chapter Chapter Title Chapter 5 Objectives Define marketing & explain advertising’s role in the market Discuss various influences on consumer behavior Discuss product utility and the relationship between utility and consumer needs Identify key participants in the marketing process Outline the consumer perception process & explain why “perception is everything” Describe fundamental motives behind consumer purchases Explain how advertisers deal with cognitive dissonance 5- The Larger Marketing Context of Advertising Marketing Pricing Distribution Promotion Conception Advertising 5- Customer’s Utility Awareness Attitude Interest Seller’s Context of Advertising: Marketing Key Concepts Utility Exchanges Perception Satisfaction 5- Marketing Process Participants: Customers Influentials Prospective customers Current customers 5- Customers & noncustomers Money & spending authority Common interest or desire Marketing Process Participants: Market Market Influentials Prospective customers Current customers 5- Marketing Process Participants: Market Markets Customers Marketers 5- Transnational or Global Marketing Process Participants: Market Types Regional or National Local Business Consumer Government 5- Consumer Behavior: Consumer Decision Process Insert ex. 5-1, p 146 Consumer decision flow chart Position = center horiz., ” vertical Size = ” TALL Resolution = 300 dpi e 5- Consumer Behavior: Consumer Perception Process Insert ex. 5-2, p. 147 Consumer perception flow chart Position = center horiz, ” vertical Size = ” WIDE Resolution = 300 dpi 5- Consumer Behavior: Consumer Perception Process Harley Davidson ad capitalizes on the consumer’s self-perception Insert photo , p. 149 Harley temporary tattoo Position = ” horiz., ” vertical Size = ” TALL Resolution = 300 dpi .
