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WELCOME TO MKT 450: CONSUMER BEHAVIOR

WELCOME TO MKT 450: CONSUMER BEHAVIOR. MKT 450: CONSUMER BEHAVIOR. Course Web Site http://www.CustomerPaths.com. Textbook. Wayne D. Hoyer, Deborah J. MacInnis, and Rik Pieters (2012), Consumer Behavior , 6th ed., CENGAGE Learning, ISBN-13: 978-1133435211.

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WELCOME TO MKT 450: CONSUMER BEHAVIOR

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  1. WELCOME TOMKT 450: CONSUMER BEHAVIOR

  2. MKT 450:CONSUMER BEHAVIOR

  3. Course Web Sitehttp://www.CustomerPaths.com

  4. Textbook Wayne D. Hoyer, Deborah J. MacInnis, and Rik Pieters (2012), Consumer Behavior, 6th ed., CENGAGE Learning, ISBN-13: 978-1133435211.

  5. Why does Tony the Tiger wear a scarf?

  6. About the Instructor: Lars Perner • Ph.D., Marshall School of Business, University of Southern California, 1998 • Courses taught: • Marketing Fundamentals • Consumer Behavior • International Marketing • Marketing Strategy • Intro to International Business • Channels/Distribution • Agricultural Marketing • Internet Marketing

  7. About the Instructor: Lars Perner • Research interests: • Consumer Behavior • International Marketing • Consumer Price Response • Consumer Bargain Hunting • Branding • Corporate Philanthropy • Non-Profit Marketing • “Win-win” Deals • Autism Spectrum Disorders and Subtypes • Country of birth: Denmark • Selected outside involvement • Marketing Educators’ Association • Autism Society of America

  8. Warning! • Beware of relying on PowerPoint printouts! • Psychological research shows that comprehension and memory suffer if you do not take notes in your own hand.

  9. Computers are permitted only when specifically authorized for in-class projects. Cell phones are not permitted under any circumstances Please be considerate to the rest of the class! SURFING PSYCHOS

  10. Course Objectives • Appreciate the dynamics of consumer behavior and its implications for firm strategies; • Understand external factors impacting consumers and their behavior and their impact on choices and behavior; • Understand the impact the consumer’s level of involvement in a given decision or activity and the impact of this on choices and behavior; • Appreciate ethical implications of marketing to consumers; and • Appreciate the dual roles of formal analysis and creativity in designing and implementing effective consumer marketing programs.

  11. Application to needs of real firms rather than memorization Assignments require individual initiative and thinking Consulting Papers Course Philosophy

  12. Grading

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