MK 4100 - Buyer Behavior

3 Credit Hours
Prerequisites: MK 3010.
Requirements: Must meet RCB upper division course requirements and 45 semester hours.

Description
Basic concepts and research results from marketing and the social sciences are examined with the goal of enabling marketers to better understand customers and meet their needs. The decision process of buyers, factors affecting purchasing decisions, and customer satisfaction are major conceptual areas of the course. Implications for marketing strategies (e.g., market segmentation, product design, and promotion) are discussed.