This chapter provides a summary of the links between consumer behavior and marketing planning and action. An understanding of consumer behavior is a prerequisite for managing the marketing function, as well as the business as a whole. A marketer’s responsibility is to understand consumer behavior so that he or she can influence that behavior through the design of products, services, and marketing programs that match the goals and preferences of consumers. In this way, marketers add value to the organizations for which they work, increase customer satisfaction, and improve the quality of life in a society. Individual consumers ...
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