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Consumers
Eric Arnould, University of Nebraska
George Zinkhan, University of Georgia
Linda Price, University of Nebraska
Consumer Behaviors and Marketing Strategies

Chapter Objectives

I.

Explain why effective marketing strategy depends on understanding consumer behavior.

II.

Identify the keys to adopting a market orientation and a customer focus.

III.

Understand the importance of marketing imagination to business success, and know some keys to being an imaginative company.

IV.

Describe market segmentation and identify a process for segmenting markets.

V.

Identify useful segmentation variables, and criteria for effective market segmentation.

VI.

Describe different kinds of market segmentation strategies and when they are appropriate.

VII.

Understand the relationship between positioning and targeting.

VIII.

Describe different product positioning strategies.




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