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  • Unit 3 Review Slides
    Course Introduction
    Course Syllabus
    Unit 1: Marketing Planning Process
    1.1: Marketing Plans and Strategies
    Marketing Plans and Strategies
    Creating the Marketing Strategy
    1.2: Environmental Analysis
    SWOT Analysis
    Internal and External Factors
    PESTEL
    An Organization and Its Environment
    1.3: The Marketing Mix
    An Organization and Its Environment
    The 4 Ps
    1.4: Segmentation, Targeting, Positioning, and Differentiation
    Segmentation, Targeting and Positioning
    The Purpose of Market Segmentation and Targeting
    Segmentation Criteria and Approaches
    Choosing a Segmentation Approach and Target Segments
    Defining Your Target Market
    Targeting Strategies and the Marketing Mix
    Defining Positioning and Differentiation
    The Positioning Process
    Implementing Positioning Strategy
    Differentiation
    1.5: Ethics and Social Responsibility
    Why It Matters: Ethics and Social Responsibility
    Issues in Marketing
    Common Ethical Concerns in Marketing
    Ethics in Data Collection and Advertising
    Socially Responsible Marketing Strategies
    CSR and Your Marketing Strategy
    How Social Responsibility in Marketing Works
    How Social Responsibility in Marketing Works
    Unit 1 Study Resources
    Unit 1 Review Video
    Unit 1 Review Slides
    Study Guide: Unit 1
    Unit 1 Assessment
    Unit 1 Assessment
    Unit 2: Marketing Research
    2.1: Marketing Research
    The Importance of Marketing Information and Research
    Types of Marketing Information
    Marketing Research Defined and Research Typologies
    2.2: The Marketing Research Process
    The Marketing Research Process
    Identifying Marketing Research Questions
    2.3: Primary and Secondary Research
    Secondary Marketing Research
    Marketing Data Sources
    An Introduction to Secondary Data
    Internal Secondary Data
    External Secondary Data
    Customer Relationship Management Systems
    Artificial Intelligence and Information
    Primary Marketing Research Methods
    Introduction to Common Types of Primary Data in Marketing Research
    2.4: Research Design
    Types of Research Design
    Exploratory, Descriptive, and Casual Research Designs
    2.5: Data Evaluation and Analysis
    Analyzing Data
    Evaluating Secondary Data and Research in Marketing, Part 1
    Evaluating Secondary Data and Research in Marketing, Part 2
    2.6: Using Research Results
    Using Marketing Information
    Developing Insights and An Action Plan
    Putting It Together: Marketing Research and Information
    Unit 2 Study Resources
    Unit 2 Review Video
    Unit 2 Review Slides
    Study Guide: Unit 2
    Unit 2 Assessment
    Unit 2 Assessment
    Unit 3: Consumer Behavior
    3.1: Consumer Behavior
    An Overview of Consumer Behavior
    Why It Matters: Consumer Behavior
    Consumer Behavior in the Marketing Process Framework
    The Black Box of Consumer Behavior
    3.2: The Buying Process
    Understanding Consumer Decision Making Process
    Buying-Process Stages
    Low-Involvement vs. High-Involvement Decisions
    Involvement Levels
    3.3: Influences on Consumer Behavior
    Influences on Consumer Decisions
    Factors That Influence Buying Behavior
    Factors Influencing Behaviour
    3.4: Situational Influences
    Situational Factors
    Influences in the Retail Environment
    3.5: Social Influences
    Social Factors
    Culture Explained
    Subcultures
    Consumer Culture Theory
    3.6: Personal Influences
    Personal Factors
    Timeline of Generations
    Consumer Behavior in the Information Economy: Generation Z
    Lifestyle and Psychographics
    3.7: Psychological Influences
    Needs, Wants, and Goals
    Psychological Factors
    Maslow's Pyramid: The Hierarchy of Needs
    Theories on Personality
    Sigmund Freud: Id, Ego, and Superego
    Motivation Theories
    What Type of Consumption Induces or Alleviates Consumer Psychological Distress? Evidence from the COVID-19 Pandemic in China
    3.8: Consumer Behavior and Marketing Strategies
    Putting It Together: Consumer Behavior
    Unit 3 Study Resources
    Unit 3 Review Video
    Unit 3 Review Slides
    Study Guide: Unit 3
    Unit 3 Assessment
    Unit 3 Assessment
    Unit 4: Brand Strategy
    4.1: Brand
    The Functions of a Brand
    Brand Strategies
    Types of Brands
    Name Selection
    How to Create a Great Brand Name
    Packaging
    The Importance of Brand in Consumer Buying Behavior and Product Quality Assessment
    4.2: Brand Equity, Recognition, and Loyalty
    Brand Equity
    Evaluating Consumer-Based Brand Equity (CBBE) Models
    Brand Awareness
    How to Increase Brand Awareness and Build Your Business
    Building Brand Love
    4.3: Brand Management Strategies
    Building Strong Brands
    Brand Development Strategies
    Brand Positioning
    REI Builds Brand by Closing on Black Friday
    Putting It Together: Branding
    4.4: Brand Management Through the Product Life Cycle
    Stages of the Product Life Cycle
    Marketing Through the Product Life Cycle
    Marketing Strategies During a Product's Life
    Challenges in the Product Life Cycle
    4.5 Brand Reputation
    3 Ways to (Usefully) Lose Control of Your Brand
    Branding and the Risk Management Imperative
    Mistakes That Are Hurting Your Business and Brand
    Unit 4 Study Resources
    Unit 4 Review Video
    Unit 4 Review Slides
    Study Guide: Unit 4
    Unit 4 Assessment
    Unit 4 Assessment
    Unit 5: Marketing Communications
    5.1: Digital Marketing
    What is Digital Marketing and How You Can Use It
    Introduction to Digital Marketing
    Types of Internet Marketing
    Digital Marketing
    5.2: SEO and Mobile Marketing
    Understanding Search Engine Optimization (SEO)
    SEO
    Types of Mobile Marketing
    Mobile Marketing Strategies
    5.3: Social Media
    Types of Social Media Marketing
    The History of Social Media Marketing
    Focus on Social Media Marketing
    Social Media Use and Marketing Framework
    Every Network Is An Island
    What Network Is On Now?
    5.4: Content Marketing and Email Marketing
    Content Speaks
    What is Content Marketing and How to Think Strategy
    Content Marketing
    The History of Content Marketing
    Email Marketing
    Email Marketing and Its Use
    5.5: Marketing Communications Metrics
    Measuring Marketing Communication Effectiveness
    Digital Marketing Analytics and Testing
    A/B Testing
    5.6: Cultural and Legal Matters
    Cultural Factors Shaping the Global Marketing Environment
    Marketing Across Cultures
    Ethics, Laws, and Customer Empowerment
    Does Your Email Marketing Comply with These Regulations?
    CAN-SPAM Act: A Compliance Guide for Business
    The GDPR for Dummies: What Is It and Why Do We Need It?
    Unit 5 Study Resources
    Unit 5 Review Video
    Unit 5 Review Slides
    Study Guide: Unit 5
    Unit 5 Assessment
    Unit 5 Assessment
    Study Guide
    BUS502 Study Guide
    Final Exam Preparation
    Case Study 1 Review Video
    Case Study 1 Review Slides
    Case Study 2 Review Video
    Case Study 2 Review Slides
    Course Feedback Survey
    Course Feedback Survey
    Certificate Final Exam
    BUS502: Certificate Final Exam
    Saylor Direct Credit
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  1. BUS502: Strategic Marketing
  2. Unit 3: Consumer Behavior
  3. Unit 3 Study Resources
  4. Unit 3 Review Slides

Unit 3 Review Slides

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Saylor Academy © 2010-2025 except as otherwise noted. Excluding course final exams, content authored by Saylor Academy is available under a Creative Commons Attribution 3.0 Unported license. Third-party materials are the copyright of their respective owners and shared under various licenses. See detailed licensing information. Saylor Academy®, Saylor.org®, and Harnessing Technology to Make Education Free® are trade names of the Constitution Foundation, a 501(c)(3) organization through which our educational activities are conducted.