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Marketing Foundations: Understanding Consumer Behavior

Video Introducing this tutorial


Introduction
Welcome

1. Defining Consumer Behavior
What is consumer behavior?
Why consumer behavior is important

2. Psychological Factors
Motivating consumers
Dealing with uncertainty
How personality affects consumers
Consumer learning
The impact of reference groups

3. Understanding Purchasing Behavior
How consumers buy
How organizations buy
What happens after the purchase

Conclusion
Applying consumer behavior to marketing tactics
Next steps