MUFE MAN 3207
Positioning the consumer in the marketing process
-To understand and take interest in the study of Consumer Behavior. •Knowing how information is acquired by consumers and the decisive importance it has for marketing.
-Understanding the functioning of perception and realizing that where the marketing fight really takes place is in the minds of consumers, marketing is a battle of perceptions.
-Analyzing concrete situations in which different perceptual aspects have led to diverse results for the companies immersed in them.
-Understanding how certain aspects or characteristics of the environment influence the consumer behavior.
-Consider the analysis of the evolution of the environment as a good exercise in anticipation of future scenarios and of necessary interest for the formulation of business strategies
-Understanding how a process of recognition of a problem is developed by part of the consumer
-Understanding the purchase decision process at the point of sale.
-Confirm the importance and role of market research in the commercial area and specifically in the consumer study.
-Knowing the main keys in the search of secondary information about consumers
-Reviewing the most commonly used methodologies to obtain primary consumer information.
-Understand the responsibility of marketing and its implementation in policies of social responsibility.