Behavior. • Describe the importance of the development of Consumer
Behavior. • Understand the development of the marketing concept. • Discuss the role of Ethics in marketing. • Describe the two major groups of ethical theories. • Identify the three major influences on the development of
(profit or nonprofit) that buys the goods, services, and/or equipment necessary for the organization to
function.
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Consumer Behavior as an Academic Discipline and an Applied Science
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Market Segmentation
The process of dividing a potential market into distinct subsets of
consumers and selecting one or more segments as a target market to be reached with a
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The Marketing Concept
• To be successful, a company must determine the needs and wants of specific target markets and deliver the desired satisfactions better than the competition.
distinct marketing mix. sinan./web/welcome/plan市
场细分
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Personal Consumer
The individual who buys goods and services for his or her own use, for household use, for the use of a family

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PLAN OF THE BOOK
– The book is divided into four parts.
• Part I gives an Introduction to the Study of Consumer Behavior.
• Part II discusses the Consumer as an Individual.
business ethics. • Understand the relationship of ethics and social
responsibility.
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Consumer Research
Methodology used to study consumer behavior.
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Consumer Behavior
The behavior that consumers display in searching for, purchasing, using,
evaluating, and disposing of products, services, and ideas.
• Part III examines Consumers in their Social and Cultural Settings.
• Part IV synthesizes all of the variables discussed earlier into the Consumer Decision-Making Process.
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LEARNING OBJECTIVES
• Define Consumer Behavior. • Explain why we study Consumer Behavior. • Identify the two major approaches to the study of Consumer
• Factors that contributed to the growing interest in consumer behavior: – accelerated rate of new product development – consumer movement – public policy concerns转基因 – environmental concerns垃圾分类 – the opening of national markets throughout the world
KEY TERMS
• Consumer behavior • Consumer research • Deontology • Market segmentation • Marketing concept • Marketing ethics • Organizational consumer • Personal consumer • Societal marketing concept • Teleology Utilitarianism
member, or for a friend. (Also referred to as the Ultimate Consumer or End
User.)
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Organizational Consumer
A business, government agency, or other institution