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Consumer Behavior:
Its Origins and
Strategic Applications
Consumer Behavior,
Ninth Edition
Consumer behavior is
the engine of marketing
1-4
Personal Consumer
The individual who buys goods and
services for his or her own use, for
household use, for the use of a family
member, or for a friend.
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Product Concept
Selling Concept
Marketing
Concept
Customer Customer
Value Retention
Customer
Satisfaction
Tier 1: Platinum
Tier 2: Gold
Tier 3: Iron
Tier 4: Lead
Society
(Human Welfare)
Socital
Marketing
Orientation
Consumers Company
(Satisfaction) (Profits)
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Consumer Behavior Is
Interdisciplinary
Psychology
Sociology
Social psychology
Anthropology
Economics