...Part 1: Defining Marketing and the Marketing Process (Chapters 1–2) Part 2: Understanding the Marketplace and Consumers (Chapters 3–6) Part 3: Designing a Customer-Driven Strategy and Mix (Chapters 7–17) Part 4: Extending Marketing (Chapters 18–20) 5 Consumer Markets and Consumer Buyer Behavior marketChapter Preview You’ve studied how and use ers obtain, analyze, information to develop customer insights and assess marketing programs. In this chapter, we take a closer look at the most important element of the marketplace—customers. The aim of marketing is to affect how customers think and act. To affect the whats, whens, and hows of buyer behavior, marketers must first understand the whys. In this chapter, we look at final consumer buying influences and processes. In the next chapter, we’ll study the buyer behavior of business customers. You’ll see that understanding buyer behavior is an essential but very difficult task. To get a better sense of the importance of understanding consumer behavior, we begin by looking at GoPro. You may never have heard of GoPro, the small but fast-growing company that makes tiny, wearable HD video cameras. Yet few brands can match the avid enthusiasm and intense loyalty that GoPro has created in the hearts and minds of its customers. GoPro knows that, deep down, it offers customers much more than just durable little video cameras. More than that, it gives them a way to share action-charged moments and emotions with friends...
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...Phrasal Verb | Meaning | Example | Abide by | Accept or follow a decision or rule. | We have to ABIDE BY what the court says. | Account for | To explain. | They had to ACCOUNT FOR all the money that had gone missing. | Ache for | Want something or someone a lot. | My partner's been away for a fortnight- I am ACHING FOR her. | Act on | To take action because of something like information received. | The police were ACTING ON a tip from an informer and caught the gang red-handed. | Act on | Affect. | The medicine only ACTS ON infected tissue. | Act out | Perform something with actions and gestures.. | They ACTED OUT the story on stage. | Act out | Express an emotion in your behaviour. | Their anger is ACTED OUT in their antisocial behaviour. | Act up | Behave badly or strangely. | My computer's ACTING UP; I think I might have a virus. | Act upon | To take action because of something like information received. | The police were ACTING UPON a tip-off. | Act upon | Affect. | The enzyme ACTS UPON certain proteins. | Add on | Include in a calculation. | You have to ADD the VAT ON to the price they give. | Add up | To make a mathematical total. | We ADDED UP the bill to check it was correct. | Add up | Be a satisfactory explanantion for something. | She explained why the work wasn't ready, but her story doesn't ADD UP. | Add up to | Have a certain result. | Trains delays are getting worse and with the high fares, it all ADDS UP TO misery for the commuters....
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