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Chapter Outline
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Marketing and Consumer Behavior: The Foundations of Advertising, 136

The Larger Marketing Context of Advertising, 139
The Relationship of Marketing to Advertising, 139
Customer Needs and Product Utility, 139
Exchanges, Perception, and Satisfaction, 140
The Key Participants in the Marketing Process, 142
Customers, 142
Markets, 143
Marketers, 144
Consumer Behavior: The Key to Advertising Strategy, 145
The Importance of Knowing the Consumer, 145
The Consumer Decision Process: An Overview, 145
Personal Processes in Consumer Behavior, 147
The Consumer Perception Process, 147
Learning and Persuasion: How Consumers Process Information, 149
The Consumer Motivation Process, 153
Interpersonal Influences on Consumer Behavior, 155
Family Influence, 156
Societal Influence, 157
Cultural and Subcultural Influence, 159
Nonpersonal Infl uences on Consumer Behavior, 161
Time, 161
Place, 161
Environment, 161
The Purchase Decision and Postpurchase Evaluation, 162





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