Utilizing the REQUIRED text:Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10thed.). Upper Saddle River, NJ: Pearson. Answer BOTH 1 & 2: 1. Marketing ConceptDefine consumer behavior and discuss the underlying premise of consumer behavior, themarketing concept. Why is consumer behavior rooted in the marketingconcept?  How does customer value and customer satisfaction play into themarketing concept? Open the link below and review the customer servicefacts.  Why is it important for a business to focus on customer value andsatisfaction?  Do you fall into any of these categories and if so, whichones?  Explain why.  Customer service facts   2. The Consumer Research Process      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.             Examples:  Why was the Snuggy so successful and is      there still a market for it?  Do consumers prefer McDonalds or Burger      King? Should we expand globally?

This is in response to the (2) Discussion Questions you responded to a few days ago Disc 1 (Bounded Rationality) Well thought out respond. "I would not due this since the error only represents the changes in the prices of the stock.  These changes do not reflect the value of the company.  As a result of this, the error will not have any effect in the future welfare of the company.  If the economy will be down at that time, then the stock prices will also be low.  This in turn might result in me making huge loss." What do you believe this connection is to marketing and our customers? Disc 2 (The Competitive Environment at the Industry Level) Let's look at your choice, "In my opinion, coming up with a gasoline station is the most attractive business opportunity.  This is because it seems to be very stable as there is no interference with the prices of the gasoline products." I see many gas stations going out of business......so is it that stable? We will most probably always have the need for gasoline but what about our competitors and the many choices? What does that factor play in the big picture?

Please read case A continuing story or a new little Mini adventure? Answer the following questions. Approximate length, ½ page per question. Use APA format for your paper.How has BMW achieved continuity of brand message without alienating existing customers and encouraging new Mini purchasers?What elements of the marketing communications mix have been used to build and/or maintain the Mini brand narrative?List the ‘explicit’ and ‘implicit’ elements of communication illustrated by the ‘It’s a Mini Adventure’ campaign.