Professional Custom Accounting Papers: Marketing decisions based on explicit consumer behavior theory, assumptions, and research are more likely to be successful than those based on hunches or intuition.
Throughout the course we’ll discuss “generational” differences. A great source of information, in my experience is the Center for Generational Kinetics in Austin, Tx.
As a marketer, I’m involved in a great deal of research around consumer behavior and the impact of the generations. One of their speakers, Jason Dorsey has an excellent TedTalk around generations. (See link below) One of his quotes is “Technology is only new, if you remember when it didn’t exist.” (The Center for Generational Kinetics, 2016) Kids in high school today don’t remember a time before the Smartphone or before the Internet. They don’t remember a time before the U.S. had an African American President, or a world that wasn’t impacted by the events of Sept. 11, 2001!
I think you’ll find this talk enlightening and enjoyable!
The Center for Generational Kinetics (2016) Retrieved from: http://genhq.com
According to Hawkins and Mothersbaugh, “Marketing decisions based on explicit consumer behavior theory, assumptions, and research are more likely to be successful than those based on hunches or intuition. (2016, p. 7)
Discuss how this statement applies to the five steps of the consumer decision process identified in Chapter 1.
Hawkins, D. & Mothersbaugh, D. (2016) Consumer Behavior: Building Marketing Strategy, 13th Edition.
McGraw-Hill, New York, NY.