Section outline

  • At the end of this topic you will be able to:

     

    1. Explain how marketing stimuli influences consumer choices using the stimulus response model.

    2. Explain the different types of consumer buyer behaviour.

    3. Use the Engel-Kollat-Blackwell Model to discuss the stages in the buyer decision process.

    4. Suggest ways in which marketers can engage customers and affect how they think and respond to their marketing offerings.

     

    Please refer to the following text books for content that was delivered in the lectures by going to the chapters and reading the pages that are bolded at the end of the references:

     

    Kotler, P., Armstrong, G., Harris L., & He, H. (2020). Principles of Marketing (8th European ed.) Edinburgh Gate, Harlow: Pearson Education. Chapter 5 Page 140-143 & Page 157-164