Consumer Behaviour Buying Having and Being Canadian 7th Edition Solomon Test Bank

Product details:

• ISBN-10 ‏ : ‎ 0133958094
• ISBN-13 ‏ : ‎ 978-0133958096
• Author: Michael R. Solomon

Consumer Behaviour: Buying, Having, and Being, Seventh Canadian Edition emphasizes the importance of understanding consumers in formulating marketing strategy. Many (if not most) of the fundamental concepts in marketing are based on the practitioner’s ability to know people. After all, if we don’t understand why people behave as they do, how can we identify their needs? If we can’t identify their needs, how can we satisfy those needs? To illustrate the potential of consumer research to inform marketing strategy, the text contains numerous examples of specific applications of consumer behaviour concepts by marketing practitioners, as well as examples of windows of opportunity where such concepts might be used.

Table contents:

1. Section 1 Consumers in the Marketplace
2. 1 An Introduction to Consumer Behaviour
3. Introduction
4. Consumer Behaviour: People in the Marketplace
5. What is Consumer Behaviour?
6. Consumer Behaviour is a Process
7. Consumers’ Impact on Marketing Strategy
8. Marketing Opportunity
9. Segmenting Consumers
10. Marketing Opportunity
11. Segmenting by Relationships and Big Data
12. Marketing’s Impact on Consumers
13. Marketing and Culture
14. The Meaning of Consumption
15. The Global Consumer
16. Virtual Consumption
17. Consumer Trends: Keep Ahead to Keep Up
18. Ethical Issues in Marketing and Consumer Behaviour

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