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Transcript 
Chapter 2
Developing and Using
Information About
Consumer Behavior
Chapter Overview
 Marketing Implications of
Consumer Behavior Research
 Research Tools
 Ethical Issues in Consumer
Research
 Discussion Topics
 Case Study: “Nation in a Hurry”
Major Marketing Implications
of CB Research
Segmentation
Mobil example (pg. 39)
Targeting
Positioning
Perceptual Map
“Repositioning”
The 4 P’s
Research Tools
What consumers say vs.
what they do
Lots of customers vs. few
customers
Single point in time vs.
over time
All methods are unique
Benefits
limitations
Research Tools, Continued
Surveys
Focus Groups
Interviews
Storytelling
Use of Pictures &
Photography
Diaries
Experiments
Field Experiments
Conjoint Analysis
Observation
Purchase Panels
Database
Marketing
Ethical Issues in Consumer
Research
Positive aspects of Consumer Research
.
.
Negative aspects of Consumer Research
.
.
.
Case Study: “A Nation in a
Hurry”
AP report about the “impatient nation”
Implications for Marketers??
Brainstorm ideas
Chapter 2 Review
Marketing Implications of Consumer Behavior
Research
Research Tools
Ethical Issues in Consumer Research
Discussion Topics
Case Study: “Nation in a Hurry”
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