Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Upper Saddle River, NJ: Pearson.
Answer BOTH 1 & 2:
1. Marketing Concept
Define consumer behavior and discuss the underlying premise of consumer behavior, the marketing concept. Why is consumer behavior rooted in the marketing concept? How does customer value and customer satisfaction play into the marketing concept? Open the link below and review the customer service facts. Why is it important for a business to focus on customer value and satisfaction? Do you fall into any of these categories and if so, which ones? Explain why.
Use the Consumer research interactive learning object to deepen your understanding of the order of steps in the research process.
There are six steps in the consumer research process. Pick a product or service you have an interest in and question about. Describe the product or service, your question(s) and the research process to lay the foundation. Walk through each of the six steps as it relates to your product or service, providing your analysis of each and what you would do specifically at each step and why. Which step was the most informative and why? Which step was the least informative and why? Did the process help address your question (s)? Integrate and apply the concepts from the learning in your response.
Why was the Snuggy so successful and is there still a market for it?