CHAPTER 1 - Consumer behavior and consumption - Consumer behavior perspectives - Basic consumption process - Consumer behavior as a field of study - Be familiar with the influential disciplines - How are consumers treated? ( 2 questions to consider) - Firm Orientations: consumer orientation, market orientation, stakeholder marketing - Relationship marketing - Touchpoints - Why study CB? (know all three reasons) - Resource Advantage Theory - Attribute/product - Undifferentiated marketing, differentiated marketing, niche marketing -Quantitative versus qualitative research - Trends affecting CB - Internationalization, Technology, Changing Demographics, Changing and Sharing Economy, Global Consumer Trends (be familiar with the details of these trends) CHAPTER 2 - Consumer value - Consumer value framework (CVF) - Know all components in detail - Hedonic and Utilitarian Value - Value equation - Different levels of business strategy - Marketing Strategy, Corporate Strategy, Marketing Tactics - Marketing Myopia - Total value concept - Augmented product - Value Co-Creation - Liquid Consumption - Market segmentation - Product differentiation - Marketing Mix - Target market - Elasticity - Product positioning - Perceptual map - Ideal points - Blue ocean strategy - Customer Lifetime Value (CLV)