Analyzing Consumer Markets | Marketing Management (Lecture 6)

Analyzing Consumer Markets | Marketing Management (Lecture 6)
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Course Description:
This course has been designed keeping in view the following objectives:
• To introduce to the students the variables involved in Marketing Management
• To enable the students to understand the complexities involved in decision making as applicable to marketing problems
• To equip the students with enough understanding of the marketing environments to study and analyze the different environmental factors necessary for decision making
• To prepare the students for practical application of the concepts imparted in the classroom once he/she enters the real markets

Course Objective:
After completing this course a student will be able to:
• Understand the finer implications of Marketing Planning and Decision Making
• Be able to analyze the factors involved in marketing planning
• Create at least a theoretical framework for a complete market plan
• Posses a complete understanding of marketing theories and models for decision making

Chapter Objective:
How do consumer characteristics influence buying behavior?
What major psychological processes influence consumer responses to the marketing program?
How do consumers make purchasing decisions?
How do marketers analyze consumer decision making?