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Marketing Management, 16th Edition
book

Marketing Management, 16th Edition

by Philip T. Kotler, Kevin Lane Keller, Alexander Chernev
June 2021
Intermediate to advanced
608 pages
35h 33m
English
Pearson
Content preview from Marketing Management, 16th Edition

Chapter 3 Analyzing Consumer Markets

Acharya Balkrishna and Baba Ramdev at a product launch of Patanjali holding Patanjali products in their hands.

Patanjali Ayurved, founded by Baba Ramdev (on right), produces its personal care and food products in the ancient Ayurvedic tradition of natural healing.

Source: Vipin Kumar/Hindustan Times via Getty Images

Learning Objectives

After studying this chapter you should be able to:

  1. 3.1 Identify the key factors that influence consumer behavior.

  2. 3.2 Explain the role cultural, social, and personal factors play in consumer behavior.

  3. 3.3 Explain how consumers’ needs, emotions, and memory influence their behavior.

  4. 3.4 Illustrate the key stages of the buying decision process.

Marketers must have a thorough understanding ...

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Publisher Resources

ISBN: 9780135323199