Understanding Consumer Behavior - Marketing Campaign Planning - ثالث ثانوي
PART 1
Chapter 1 Introduction to Marketing
Chapter 2 Consumer Behavior
Chapter 3 Marketing Strategies
Chapter 4 Products and Services
PART 2
Chapter 5 Planning for a Marketing Campaign
Chapter 6 Advertising and Public Relations
Chapter 7 Personal Selling and Sales Promotion
A shopping mall in Riyadh, Saudi Arabia
Consumer Behavior
What factors could be motivating the decisions that the shoppers in this mall are making about which products to purchase?
CH A P T E R LE S S O N S Understand Consumer Behavior
Understanding Consumer Behavior
MARKETING MATTERS In order to apply the marketing concept e ectively, marketers need to study consumer behavior. There are two basic types of consumers
What are the two di erent types of consumers that are of interest to marketers
Think about your own everyday life. Make a list of the things you need to live a happy life. Then put them in order from most to least important
Why is it useful for marketers to understand how consumers make decisions
Two Different Types of Consumers
Final Consumers
Business Consumers
they need to produce the items that their factories make
What are the differences between final consumers and business consumers? What do both groups of consumers have in common
What is consumer behavior
Consumer Needs and Wants
MARKETING SCENARIO An ice cream café as an example of a business consumer
What example of a service that the ice cream café owners purchase is given in the text? What other example of a service might they also purchase
What factors have an influence on the exact products and their quantities that the ice cream café owners purchase
What products do the ice cream café owners buy on a regular basis
What products do the ice cream café owners purchase from other companies
The Hierarchy of Needs
What do you do to satisfy your social needs and how important is this for you
At the next level, social needs become important to people, but only after they have met physiological and security needs
Different People, Different Levels
Can you explain Maslow's Hierarchy of Needs to another person using the diagram in Figure 2-1 as a visual aid
What real company or companies can you think of that sell products or services at each of the five levels of Maslow's Hierarchy of Needs? Compare your ideas
What is the marketers' aim when they study consumer behavior
Which category of need in Maslow's Hierarchy of Needs do human beings fulfill first
Explain the difference between needs and wants
Which type of consumer buys goods and services to resell or use in producing and marketing other goods and services
Make Academic Connections Visual Art
Connect to the Real World You work for an advertising agency and you need to create two 30-second video advertisements for a new hybrid SUV on the market
