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UNDERSTANDING BUYER BEHAVIOR

13 五月, 2016 - 13:23

LEARNING OBJECTIVES

Having read this chapter, you should be able to:

  • understand the behavior of the individual consumers in the marketplace;
  • examine the many factors that influence consumer behavior;
  • recognize the various principles of psychology, sociology, and social psychology that are of value in explaining consumer behavior;
  • examine the relationship of consumer behavior to marketing management decisions—particularly, target market selection and the design of the marketing mix;
  • understand how organizational market behavior differs from consumer market behavior;
  • and examine how organizations make purchase decisions.