Consumer Behavior

  1. Marketing Strategy Applications
    1. Market Segmentation
      1. Segmentation Bases
        1. Demographic Segmentation
          1. Geographic Segmentation
            1. Psychographic Segmentation
              1. Behavioral Segmentation
                1. Benefit Segmentation
                2. Segmentation Strategies
                  1. Mass Marketing
                    1. Differentiated Marketing
                      1. Concentrated Marketing
                        1. Micromarketing
                        2. Target Market Selection
                          1. Market Attractiveness
                            1. Competitive Position
                              1. Resource Requirements
                            2. Product Strategy
                              1. Product Development
                                1. New Product Development Process
                                  1. Consumer Input in Development
                                    1. Product Testing
                                    2. Product Life Cycle Management
                                      1. Introduction Stage
                                        1. Growth Stage
                                          1. Maturity Stage
                                            1. Decline Stage
                                            2. Brand Management
                                              1. Brand Equity
                                                1. Brand Positioning
                                                  1. Brand Extensions
                                                    1. Brand Loyalty Programs
                                                  2. Pricing Strategy
                                                    1. Psychological Pricing
                                                      1. Reference Price Effects
                                                        1. Price-Quality Relationships
                                                          1. Odd-Even Pricing
                                                            1. Bundle Pricing
                                                            2. Price Sensitivity Analysis
                                                              1. Price Elasticity
                                                                1. Value Perceptions
                                                                  1. Competitive Pricing
                                                                2. Promotion Strategy
                                                                  1. Advertising Strategy
                                                                    1. Message Strategy
                                                                      1. Media Selection
                                                                        1. Creative Execution
                                                                          1. Advertising Effectiveness
                                                                          2. Sales Promotion
                                                                            1. Consumer Promotions
                                                                              1. Trade Promotions
                                                                                1. Promotional Effectiveness
                                                                                2. Personal Selling
                                                                                  1. Sales Process
                                                                                    1. Relationship Selling
                                                                                      1. Sales Force Management
                                                                                      2. Public Relations
                                                                                        1. Publicity
                                                                                          1. Event Marketing
                                                                                            1. Crisis Management
                                                                                          2. Distribution Strategy
                                                                                            1. Channel Design
                                                                                              1. Channel Structure
                                                                                                1. Channel Functions
                                                                                                  1. Channel Relationships
                                                                                                  2. Retail Strategy
                                                                                                    1. Store Design
                                                                                                      1. Merchandise Mix
                                                                                                        1. Customer Service
                                                                                                        2. Supply Chain Management
                                                                                                          1. Logistics
                                                                                                            1. Inventory Management
                                                                                                              1. Customer Fulfillment

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                                                                                                          9. Digital Consumer Behavior

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                                                                                                          11. Ethical and Social Issues