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Mkt 435 Week 1 Dq's

In: Business and Management

Submitted By schoolsucks12345
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* WEEK1-DQ#1: (DUE: Wednesday, July 25th)Min. 200 Word Count:
Class,
According to Hawkins-Mothersbaugh-Best the definition of consumer behavior “…is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.”
Hawkins, D., Mothersbaugh, D., Best, R. (2007). Consumer Behavior: Building Marketing Strategy, 10th Edition [University of Phoenix Custom Edition e-text]. The McGraw−Hill Companies. Retrieved January 24, 2010, from University of Phoenix, MKG485 – Consumer Behavior Course Web site.
Question:
What considerations do you feel a marketing manager in today’s world should make in terms of consumer behavior?
In terms of your current or past employer what processes did consumers go through to become your client?
What was the impact of this process on your client and or society?

ANSWER:
According to Hawkins, Mothersbaugh & Best (2007), “At its current state of development, consumer behavior theory provides the manager with the proper questions to ask. Given the importance of the specific situation or product category, it will often be necessary to conduct research to find the relevant answers to these questions.” (p. 7).
In terms of consumer behavior, Marketing managers in today’s world should know the following about their customers: * What they think about the product of the company and the product of competitors. * What they think of possible improvements in the company’s product. * How they use the company’s products. * The attitude of the customers towards the company’s product * Their feelings about their role in the society. * Their hopes and dreams are for themselves and their families
(Hawkins, Mothersbaugh & Best, 2007)
In terms of my past…...

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