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Chapter 2 Developing and Using Information About Consumer Behavior

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

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  1. Chapter 2Developing and Using Information About Consumer Behavior

  2. Chapter Overview • Marketing Implications of Consumer Behavior Research • Research Tools • Ethical Issues in Consumer Research • Discussion Topics • Case Study: “Nation in a Hurry”

  3. Major Marketing Implications of CB Research • Segmentation • Mobil example (pg. 39) • Targeting • Positioning • Perceptual Map • “Repositioning” • The 4 P’s

  4. 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

  5. Surveys Focus Groups Interviews Storytelling Use of Pictures & Photography Diaries Experiments Field Experiments Conjoint Analysis Observation Purchase Panels Database Marketing Research Tools, Continued

  6. Ethical Issues in Consumer Research • Positive aspects of Consumer Research • . • . • Negative aspects of Consumer Research • . • . • .

  7. Case Study: “A Nation in a Hurry” • AP report about the “impatient nation” • Implications for Marketers?? • Brainstorm ideas

  8. 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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