Consumer Buying Behavior

Step 3: Review Marketing Information on Consumer Buying Behavior 

As you read through the following materials, begin to think about how this information will apply to the report you will prepare for Erik and Tarek. To successfully complete the report, you'll need an understanding of  marketing . You’ll also benefit from a keen understanding of  digital marketing ,  consumer buying behavior , and  evaluating business attractiveness .

As you conduct your analysis of ACME's consumer environment, remember that there are two types of market research:  primary and secondary research . Both types of research are required in real-life, and each of them has its pros and cons. However, for this Project, only secondary research is required.

Finally, to fully understand ACME's position, read about  offerings —what a company provides its customers, be it a product, a service, or a mix of both. Also consider the  differences between a product and a service . You know that a product can be more than just a physical good, it can be a service attached to a physical product, a "pure" service, an idea, a place, an organization, or even a person.

After you have read these materials, proceed to the next step, where you will begin your analysis of the specified consumer markets.