Exam 1: Consumer Behavior: Information-Driven Consumer Behavior

Consumer behavior includes the behavior that consumers display in searching for, purchasing, evaluating and disposing of products and services.

The key assumption underlying the marketing concept is that ________.

Sophisticated marketers today practice selective relationship building, which can lead to companies rejecting or firing certain types of consumers.

AIRLINE MINI CASE: Transatlantic Airlines flies between popular destinations in the United States and western Europe, and claims to deliver "a first class experience for every passenger." All ticket purchases are made online, and users of the Transatlantic website must register before they search for flights. Transatlantic uses this information to determine which consumers are generating the most profits for the company, which services they purchase most frequently, and which services they are potentially interested in but are not purchasing. This information is then used to make specific promotional offers to profitable customers in an attempt to retain their business and to expand the range of flight services that they purchase. Transatlantic also uses this information to provide unexpected perks to highly profitable customers, like free upgrades to first class. -In the AIRLINE MINI CASE, when Transatlantic upgrades the seat assignment of especially loyal customers, the airline is attempting to increase ________.