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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 Outline

  1. Opening Vignette
  2. Chapter Overview
  3. Marketing Strategies
    1. Market Focused and Customer Oriented
    2. The Context of Strategy Development
    3. Consumers Thoughts, Feelings and Behaviors
    4. Marketing Imagination
  4. Market Segmentation and Mass Customization
    1. Investigating Consumer/Product Relationships
    2. Investigation of Alternative Segmentation Approaches
  5. Choosing Market Segments to Target
  6. Product Positioning
  7. Designing a Marketing Mix Strategy
  8. Summary
  9. Review and Discussion Questions
  10. Management Application: You Make the Call




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