Consumer Behavior
We will start the course using the materials prepared by Dr. Lars Perner at the Marshall School of Business at Univeristy of Southern California.
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(1) What is the study of consumer behavior about?
(2) Where (according to the instructor) does marketing begin?
(3) What is a market driven strategy about?
(4) What is a market driving strategy about?
(5) According to Dr. Lars Perner, what are the six key issues that consumer behavior tries to address?
(6) What are the four points that Dr. Perner makes about the official definition of consumer behavior?
(7) What are the four main applications of consumer behavior? Give your own examples.
(8) Provide a brief summary of what the video says about the psychology of consumers in a recession. Do you agree with it?
(9) Imagine that you have been hired by the school to help improve the college's marketing strategy. The administrators would like to have a better understanding of the psychology of their students and how they chose FDTC.
(A) What is the image of the school? What is the image of the program that you are in? Do different programs have different images?
(B) Describe the decision-making process that led you to attend FDTC's business program. Do this in terms of:
(i.) Internal Processes
(ii.) External Influences
(iii.) The Decision-Making Process
(C) On the basis of what you have described, explain what you feel is/are the best way(s) to enhance the image of the school and to positively shape prospective students' decision-making in order to get more people to consider getting their business degrees from FDTC.
You may do the midterm in groups of no more than four students. Include all the names in your group on the cover page. You may do this assignment in smaller groups or individually.