Marketing Agency

The “Black Box” of Consumer Behavior LEARNING OBJECTIVES Describe theories of consumer decision-making The relationship between the customer (also called the buyer) and the provider (the seller) forms through a phenomenon called a market exchange. During the exchange process,… The “Black Box” of Consumer Behavior

Introduction to Buying Process Stages What you’ll learn to do: describe the stages of the buying process Take a moment to think about the last time you bought something. What factors played a role in… Buying Process Stages

Why It Matters: Consumer Behavior Why learn about consumer behavior? Please welcome a new arrival At 1:26 a.m. this morning, in Houston’s Memorial Hermann Hospital, a consumer was born. His name is Finnegan Henry James. By the time… Why It Matters: Consumer Behavior

Putting It Together: Marketing Information and Research Back to Bookends Let’s pay Uncle Dan and his bookstore another visit, now that you’re a little further along in your understanding of marketing research. You’ll remember that… Putting It Together: Marketing Information and Research

Introduction to Using Marketing Information What you’ll learn to do: use marketing information to inform the marketing strategy After you work through the process of identifying a problem, collecting and analyzing the best marketing information available,… use marketing information to inform the marketing strategy

Using Marketing Information LEARNING OBJECTIVES Explain and provide examples of how marketers can use marketing information to improve the marketing mix Translating Marketing Information into Action With marketing information and research results collected, it’s now… Using Marketing Information

Customer Relationship Management Systems LEARNING OBJECTIVES Define CRM systems and explain their purpose Describe the types of marketing information CRM systems can capture and why it is valuable for generating customer insights Marketing Information and Customer… Customer Relationship Management Systems

Introduction to Customer Relationship Management (CRM) Systems What you’ll learn to do: explain how customer relationship management (CRM) systems can help organizations manage and gain customer insights from marketing information To round out our discussion of… Introduction to Customer Relationship Management (CRM) Systems

Introduction to Marketing Data Sources What you’ll learn to do: identify major sources of available marketing data Marketing information and research are powerful tools to improve your understanding of your customers, competitors, and the industry… Introduction to Marketing Data Sources

Quantitative Research Methods The most common quantitative marketing research methods are surveys and experimental research. Each is explained below. Survey Research Survey research is a very popular method for collecting primary data. Surveys ask individual… Quantitative Research Methods