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[Marketing] Customer and customer behavior

등록일 2004.07.07 워드파일MS 워드 (doc) | 7페이지 | 가격 1,400원

소개글

가격을 어떻게 책정해야 할지 잘 모르겠네요...-.-;

목차

1. Introduction
2. Blackwell's Bookshop
3.Characteristics of Blackwell's Main Customer: University Students
- pragmatic and realistic
- price sensitive
- strong self-actualisation need
- pleasure seekers
- convenience seekers
4. Blackwell's Bookshop's strategies in each stage of the buying decision process
- need recognition
- information search
- evaluation of alternatives
- purchase decision
- post-purchase behaviour
5. Summary

본문내용

Companies should try first to understand factors affecting consumer behaviour such as age, income, education level and cultural background and so on. On the basis of those factors, buyer decision processes should be understood so that company can prepare for a suitable strategy targeting their customer.
This paper is an attempt to discuss consumer and consumer behaviour with respect to Blackwell’s Bookshop on the campus, focusing on the following:

¨ Characteristics of Blackwell’s main customers: university students
¨ Blackwell’s bookshop’s strategies at each stage of the buying decision process

참고 자료

Kotler,P. Armstrong, G., Saunders, J. & Wong, V. (2002) Principles of Marketing (3rd Ed.) London:Pearson Education Limited
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