Chapter 7: Identifying and Understanding Consumers
Textbook: Berman, Evans & Chatterjee. (2018). Retail Management: A Strategic Approach, 13th ed., Pearson.
CHAPTER OVERVIEW
1. Identifying customers
2. Consumer demographics/lifestyles
3. Consumer attitudes
4. Target market planning
KEY TERMS (p. 189)
Demographics; lifestyles; discretionary income; culture; social class; reference group; family life cycle; personality; perceived risk; consumer decision process; evaluation of alternatives; cognitive dissonance; different types of decision making; impulse purchase; customer loyalty.
Chapter 8: Information Gathering and Processing in Retailing
Textbook: Berman, Evans & Chatterjee. (2018). Retail Management: A Strategic Approach, 13th ed., Pearson.
CHAPTER OVERVIEW
1. Information flows in retailing
2. Retail information systems
3. The marketing research process
KEY TERMS (p. 74)
Retail information system (RIS); Database management; data warehousing; micromarketing; Universal Product Code (UPC); electronic data interchange (EDI); marketing research; secondary data; primary data; probablity/nonprobablity sample; survey; semantic differential; observation; experiment; simulation.
Assignments and Questions for Discussion (Due: Feb. 24, 2025@9:00 am)
*All assignments should be minimum two pages, double-spaced; use Times New Roman/12 font; please use proper references, “APA Style.
* Answer one question from the following:
Q 1. Define consumer demographics (Textbook p. 170) and discuss its importance in marketing. Visit the United States Census Bureau and select one section from the site (see top of site: Topics; Data & Maps, Surveys & Programs & Resource Library) and provide details about available resources, data and related information.
OR
Q 2. Define consumer lifestyles (Textbook pp. 172-173) and visit EY’s report “U.S. Future Consumer Index: Spend or Save? A Tension of Economic Proportions” and briefly discuss the report’s findings and analysis.
OR
Q 3. Define the Retail Information System and discuss its parts and issues which impact retailing. Pp. 195-196. Figure 8-3.
OR
Q 4. Define secondary data and compare and contrast (with examples) Internal Secondary Data and External Secondary Data discussed in the Textbook. Pp. 204-206.