PART I:  INTRODUCTION
                 PART I:  INTRODUCTION
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                                  CHAPTER
                                  CHAPTER 1
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                                   CONSUMER 
                                   CONSUMER 
                               BEHAVIOR AND 
                               BEHAVIOR AND 
                                   MARKETING 
                                   MARKETING 
                                    STRATEGY
                                    STRATEGY
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                      Consumer Behavior In The News…
                       Consumer Behavior In The News…
           Segmenting the Automobile Market
           Segmenting the Automobile Market
                     J.D. Powers Examined Car-Buyer Segments.
                             J.D. Powers Examined Car-Buyer Segments.
                     Can You Predict the Market for Each Brand?
                             Can You Predict the Market for Each Brand?
                              Honda Civic
                                      Honda Civic
                              Honda Accord
                                      Honda Accord
                              Toyota Sienna Mini Van
                                      Toyota Sienna Mini Van
                              Cadillac STS
                                      Cadillac STS
                              Lexus LS 430
                                      Lexus LS 430
             Source:  D. Kiley, “Sexy or Sensible?” Business Week, January 16, 2006, p. 60-61.                                                                          1-4
                      Consumer Behavior In The News…
                       Consumer Behavior In The News…
           Segmenting the Automobile Market
           Segmenting the Automobile Market
                     J.D. Powers Examined Car-Buyer Segments.
                             J.D. Powers Examined Car-Buyer Segments.
                     Can You Predict the Market for Each Brand?
                             Can You Predict the Market for Each Brand?
                              Honda Civic – “teenage terror”
                                      Honda Civic – “teenage terror”
                              Honda Accord – “recent MBA grad”
                                      Honda Accord – “recent MBA grad”
                              Toyota Sienna Mini Van – “suburban mom”
                                      Toyota Sienna Mini Van – “suburban mom”
                              Cadillac STS – “mid-career executive”
                                      Cadillac STS – “mid-career executive”
                              Lexus LS 430 – “titan of industry”
                                      Lexus LS 430 – “titan of industry”
             Source:  D. Kiley, “Sexy or Sensible?” Business Week, January 16, 2006, p. 60-61.                                                                          1-5
         Consumer Behavior and Marketing 
          Consumer Behavior and Marketing 
                             Strategy
                              Strategy
                                Consumer behavior is the 
                                Consumer behavior 
                                study of individuals, groups, or 
                                organizations and the processes 
                                they use to select, secure, use, 
                                and dispose of products, 
                                services, experiences, or ideas 
                                to satisfy needs and the impacts 
                                that these processes have on 
                                the consumer and society.
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