B. Real People, Real Individuals 1. Until recently, the study of consumer behavior was focused on generalized consumer decisions. However, this did not address the behavior of individual consumers . These companies were making marketing decisions without knowing specific details about their customers. New technology allows marketers to track the specific purchase and usage behavior of their customers.
Information is gathered and stored in an internal database.
Marketers can explore what each customer wants and tailor the marketing processes to meet those needs. C. Consumers as Moving Targets 1. Consumer behavior changes over time as people and situations change. To maintain their relationships with customers, marketers have to be alert to changes and adjust their activities accordingly. In addition to individual variations in consumer behavior, marketers need to scan for broad-based changes in consumer behavior.