Consumer Behavior Essentials You Always Wanted To Know

What is Consumer Behavior? Definition, Scope, and Evolution
1.1 Defining Consumer Behavior
1.2 The Multifaceted Scope of Consumer Behavior
1.3 Evolution Over Time
1.4 Interdisciplinary Roots
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Further Reading Case Study: Amazon as an example of Behavioral Economics

2 Consumer Behavior in a Marketing Plan
2.1 What is a Marketing Plan?
2.2 The Parts of a Marketing Plan
2.3 A SWOT Analysis and Its Importance
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Further Reading

3 Segmentation and Targeting Strategies: Defining Target From a Consumer Behavior Perspective
3.1 Segmentation Strategies
3.2 Targeting Strategies
3.3 Positioning
3.4 Real-Life Targeting Cases
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Further Reading 

4 Psychological Issues: What Motivates Consumers
4.1 Consumer Behavior in Marketing: What Motivates Consumers
4.2 Foundations of Motivation
4.3 Freudian Theory and Its Application to Marketing
4.4 Contemporary Motivational Theories
4.5 Emotional Influences on Motivation
4.6 Consumer Segmentation Based on Motivations
4.7 Applying Motivational Concepts to Your Business
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5 Social Evolution: Exploring the ‘Jones Effect’ and Our Persistent Social Structures
5.1 Tribal Mentality
5.2 Michael Porter and Consumer Behavior as a Base for Global Success
5.3 The Jones Effect
5.5 Social Media and The Digital Tribe
5.6 Applying Tribal Concepts to Your Business
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Case Study: Tesla Vs Byd: Analysis Of Their “Tribes” And Strategies

6 Marketing Research and Customer Behavior
6.1 Marketing Research: The Informed Navigator
6.2 Decoding the Customer’s Mind
6.3 The Art and Science of Surveys
6.4 Market Research: Applications For Your Business
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7 The Marketing Brief and Philip Kotler’s 4Ps in a Marketing Plan
7.1 Understanding the Marketing Brief
7.2 The Brief Development Process
7.3 A Marketing Brief’s Endless World of Sophistication
7.4 The Marketing Plan and Phillip Kotler’s 4Ps
7.5 Crafting an Effective Marketing Plan
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8 “P” Number 1: Product - Packaging From a Product’s Feature Perspective
8.1 Understanding the “P” for Products, Services, and Ideas
8.2 Understanding the Essence of a Product:Defining Consumer Perception
8.3 Product Life-Cycle
8.4 Strategies to Avoid Product Obsolescence From a Consumer Behavior Perspective
8.5 The Impact of Packaging on Consumer Behavior
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9 “P” Number 2: Price - A Customer Behavior Perspective
9.1 Understanding Price Perception
9.2 Psychological Pricing Strategies
9.3 The Role of Price-Quality Perception
9.4 Price Elasticity and Demand
9.5 Insights into Irrational Pricing Decisions and Biases
9.6 Adapting Prices to Consumer Behavior and Market Dynamics
9.7 The Influence of Price Promotions and Discounts on Consumer Behavior
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10 “P” Number 3: Place or Channels - A Customer Behavior Perspective
10.1 Buying Satisfaction and Consumer Behavior
10.2 Outlets, Specialty and Premium Stores
10.3 Shopping Experience Designs
10.4 Internet and the Channels Revolution
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11 “P” Number 4: Promotion or Communication - A Customer Behavior Perspective
11.1 Defining Marketing Communications
11.2 Understanding the Consumer Journey
11.3. The Customer Lifetime Value Model
11.4 Methods for Assessing Consumer Product Knowledge
11.5 Selecting the Right Media Channels
11.6 Insights Into Integration and Creativity in Marketing Communications
11.7 Promotions vs. Strategic Advertising - Differentiating Among Tactics
11.8 The Role of Influencers, Brands, and Product Image
11.9 Measuring The Success of a Marketing Campaign
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12 Global Consumers: A Myriad of Targets - Ethics in Global Marketing
12.1 Understanding Global Consumers and Customer Behavior
12.2 Segmentation and Targeting in Global Markets
12.3 Ethical Considerations in Global Marketing
12.4 Consumer Protection and Regulatory Compliance
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Pablo Ibarreche is an executive with 25 years of marketing experience. He has held brand management roles at P&G and AIG and currently teaches international marketing. 

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