Consumer Behavior and Marketing Strategy

Part 1 A perspective on consumer behaviour: introduction to consumer behaviour and marketing strategy; a framework for consumer analysis. Part 2 Affect and cognition and marketing strategy: introduction to affect and cognition; consumers' product knowledge and involvement; attention and comprehension; attitudes and intentions; consumer decision making. Part 3 Behaviour and marketing strategy: introduction to behaviour; classical and operant conditioning; vicarious learning; analyzing consumer behaviour. Part 4 The environment and marketing strategy: introduction to the environment; cultural and cross-cultural influences; subculture and social classes; reference groups and family. Part 5 Consumer analysis and marketing strategy: market segmentation and product positioning; consumer behaviour and product strategy; consumer behaviour and promotion strategy; consumer behaviour and pricing strategy; consumer behaviour and channel strategy; social and ethical considerations.