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Strategic Marketing Management
, Second Edition
Carol H. Anderson, Rollins College, Emerita
Julian W. Vincze, Rollins College, Emeritus
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| | Chapter Exercises
Chapter 5: Understanding Consumer Buying Behavior
- What is the typical buying process engaged in by consumers, and what are the characteristics of each stage?
- What are the primary social and cultural influences that affect consumer buying decisions, and what are the implications for marketing management decisions?
- How are consumers influenced by others (reference groups, family), life roles, and status in groups?
- How do each of an individual's personal and psychological characteristics influence the consumer buying process, and how do these influences affect marketing management decisions?
- In what ways do product classifications affect the consumer buying process and the design of marketing programs?
- In what ways does the purchase situation affect the consumer buying process and the design of marketing programs?
- How do the concepts of relationship marketing, the new marketing concept, and market-driven management contribute to successful marketing programs?
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