Navid Mollaee

Consumer Behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology, sociology, social anthropology, marketing and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups such as how emotions affect buying behavior. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. The speech tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. It will clarify what sociology and psychology tell marketers to affect people as consumers.

Marketing is the core of an operating business. It is the art and science of creating customer value and market place exchanges that benefit the organization and its stakeholders. People often confuse marketing with advertising and sales. In this course you will learn about the "real" nature and scope of marketing management of which advertising and sales are simply two facets. Many of the theories covered in courses such as Principles of Marketing, Consumer Behavior, Organizational Behavior, and Customer Relationship Management (CRM) will be referenced. It is my hope that by the speech you will have gained confidence with marketing tactics. Even if you have no plans to enter a career in marketing, you will find the skills from this speech useful in many areas of your personal and professional life.