The topics discussed in chapter 1 are consumer behaviour and marketing strategy. This chapter highlights the different parent theories used in consumer behaviour. These are 3 fundamental questions we need to consider: Why study consumer behaviour? Why study consumer behaviour? How does it affect marketing strategy? | Consumer Behaviour (subject code) Lecturer’s name Contact details Office hours or by appointment 1– Own notes Welcome to Consumer Behaviour Why study consumer behaviour? What is consumer behaviour? How does it affect marketing strategy? 1– These are 3 fundamental questions we need to consider. We are all ‘consumers’ as consumption of products and services is a vital part of our society and economy. Besides this individual need, your career or current employment or business is continually coming in contact with and using Consumer Behaviour knowledge. Aspects of CB rely on psychology, sociology, economics and marketing theories and knowledge. The vital aspect is to know how to apply this knowledge to the formulation of the appropriate marketing strategies for competitive advantage. Market research Marketing manager Consumer behaviour ‘the engine of marketing’ Advertising Distribution Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1– The Marketing Car 1– This example will stress why CB is vital. Market research: showing us the road ahead Marketing manager: in control Advertising: the very visible component of marketing Distribution: involves moving products from source to destination CB: the vital component in marketing Consumer behaviour knowledge is. the ‘engine’ of a marketing strategy 1– We need to have consumer behaviour knowledge to be able to develop effective marketing strategies. Subject Objectives Knowledge and understanding Theories Working Model of CB implications for strategic marketing decisions a focus on marketing decisions Communication skills Increase your skills in developing and presenting ideas orally and in writing 1– Need to learn and understand the theory and be able to build this into our working knowledge of CB. Need to ask ‘what are the implications of this theory and how can we use it to predict how the consumers will react?’ We need to be capable of . | Consumer Behaviour (subject code) Lecturer’s name Contact details Office hours or by appointment 1– Own notes Welcome to Consumer Behaviour Why study consumer behaviour? What is consumer behaviour? How does it affect marketing strategy? 1– These are 3 fundamental questions we need to consider. We are all ‘consumers’ as consumption of products and services is a vital part of our society and economy. Besides this individual need, your career or current employment or business is continually coming in contact with and using Consumer Behaviour knowledge. Aspects of CB rely on psychology, sociology, economics and marketing theories and knowledge. The vital aspect is to know how to apply this knowledge to the formulation of the appropriate marketing strategies for competitive advantage. Market research Marketing manager Consumer behaviour ‘the engine of marketing’ Advertising Distribution Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, .
