Will the Real Consumer, Please Stand Up?

In the U.S and globally, a significant percentage of overall GDP is derived from consumer markets establishing its overall importance and making a case now to better understand the consumers and not just the markets. This course outlines the primitive understanding of consumers and even now how Marketing with its research capabilities is still limited in predictive capabilities. Which leads to exploring who is a consumer and the three roles played by a consumer, buyer, user, and payer. Why role specialization(s) occur and the five reasons for the roles in consumer markets is also discussed in depth.

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