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Chapter 2 Developing and Using Information About Consumer Behavior. Chapter Overview. Marketing Implications of Consumer Behavior Research Research Tools Ethical Issues in Consumer Research Discussion Topics Case Study: “Nation in a Hurry”. Major Marketing Implications of CB Research.

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Presentation Transcript
chapter overview
Chapter Overview
  • Marketing Implications of Consumer Behavior Research
  • Research Tools
  • Ethical Issues in Consumer Research
    • Discussion Topics
  • Case Study: “Nation in a Hurry”
major marketing implications of cb research
Major Marketing Implications of CB Research
  • Segmentation
    • Mobil example (pg. 39)
  • Targeting
  • Positioning
    • Perceptual Map
    • “Repositioning”
  • The 4 P’s
research tools
Research Tools
  • What consumers say vs. what they do
  • Lots of customers vs. few customers
  • Single point in time vs. over time
  • All methods are unique
    • Benefits
    • limitations
research tools continued
Surveys

Focus Groups

Interviews

Storytelling

Use of Pictures & Photography

Diaries

Experiments

Field Experiments

Conjoint Analysis

Observation

Purchase Panels

Database Marketing

Research Tools, Continued
ethical issues in consumer research
Ethical Issues in Consumer Research
  • Positive aspects of Consumer Research
    • .
    • .
  • Negative aspects of Consumer Research
    • .
    • .
    • .
case study a nation in a hurry
Case Study: “A Nation in a Hurry”
  • AP report about the “impatient nation”
  • Implications for Marketers??
    • Brainstorm ideas
chapter 2 review
Chapter 2 Review
  • Marketing Implications of Consumer Behavior Research
  • Research Tools
  • Ethical Issues in Consumer Research
    • Discussion Topics
  • Case Study: “Nation in a Hurry”
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