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Principles of Marketing, 17/e
book

Principles of Marketing, 17/e

by Philip T. Kotler, Gary Armstrong
January 2017
Beginner content levelBeginner
580 pages
160h 2m
English
Pearson
Content preview from Principles of Marketing, 17/e

5Reviewing and Extending the Concepts

Objectives Review and Key Terms

Objectives Review

The American consumer market consists of more than 323 million people who consume more than $11.8 trillion worth of goods and services each year, making it one of the most attractive consumer markets in the world. Consumers vary greatly in terms of cultural, social, personal, and psychological makeup. Understanding how these differences affect consumer buying behavior is one of the biggest challenges marketers face.

Objective 5-1 Define the consumer market and construct a simple model of consumer buyer behavior. (pp 134135)

The consumer market consists of all the individuals and households that buy or acquire goods and services for personal consumption. ...

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Publisher Resources

ISBN: 9780134492513