This document provides an overview of consumer behavior and marketing concepts. It discusses the evolution from production and selling concepts to the modern marketing concept. The marketing concept focuses on determining consumer needs and delivering superior value. The document also introduces segmentation, targeting, positioning and the marketing mix as tools to implement the marketing concept. It discusses the importance of creating customer value, satisfaction and retention through successful relationships.

1. Chapter 1 Consumer Behavior: Its Origins and Strategic Applications

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8. Development of the Marketing Concept Production Concept Selling Concept Product Concept Marketing Concept

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17. Segmentation Used by Sports Illustrated

21. This product is positioned as a solution to facial redness.

23. Successful Relationships Customer Value Customer Satisfaction Customer Retention

29. Customer Profitability-Focused Marketing Tier 1: Platinum Tier 2: Gold Tier 3: Iron Tier 4: Lead

30. Traditional Marketing Concept Vs. Value and Retention Focused Marketing Table 1-2 Utilize an understanding of customer needs to develop offerings that customers perceive as more valuable than competitors’ offerings Market products and services that match customers’ needs better than competitors’ offerings Focus on the product’s perceived value, as well as the need that it satisfies Do not focus on the product; focus on the need that it satisfies Use technology that enables customers to customize what you make Make only what you can sell instead of trying to sell what you make Value and Retention Focused Marketing Traditional Marketing Concept

34. A Simplified Model of Consumer Decision Making – Figure 1-1