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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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Chapter 2 developing and using information about consumer behavior l.jpg

Chapter 2Developing and Using Information About Consumer Behavior


Chapter overview l.jpg
Chapter Overview

  • 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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Major Marketing Implications of CB Research

  • Segmentation

    • Mobil example (pg. 39)

  • Targeting

  • Positioning

    • Perceptual Map

    • “Repositioning”

  • The 4 P’s


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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


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Surveys

Focus Groups

Interviews

Storytelling

Use of Pictures & Photography

Diaries

Experiments

Field Experiments

Conjoint Analysis

Observation

Purchase Panels

Database Marketing

Research Tools, Continued


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Ethical Issues in Consumer Research

  • Positive aspects of Consumer Research

    • .

    • .

  • Negative aspects of Consumer Research

    • .

    • .

    • .


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Case Study: “A Nation in a Hurry”

  • AP report about the “impatient nation”

  • Implications for Marketers??

    • Brainstorm ideas


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Chapter 2 Review

  • Marketing Implications of Consumer Behavior Research

  • Research Tools

  • Ethical Issues in Consumer Research

    • Discussion Topics

  • Case Study: “Nation in a Hurry”