Consumer Behavior Twelfth Edition Chapter 1 Consumer Behavior and Technology Learning Objectives 1.1 To understand the evolution of the marketing concept, what consumer behavior is, and the components of strategic marketing. 1.2 To understand how technology has benefited both marketers and consumers. 1.3 To understand providing value and satisfaction and how technology has enhanced customer loyalty and retention. 1.4 To understand marketers’ social and ethical responsibilities. 1.5 To understand consumer decision-making as the foundation of this book. 1.6 To explain how the knowledge of consumer behavior advances seeking employment after graduation. Marketing Defined Marketing is the activity, set of institutions, and processes for creating, communicating, and delivering offerings that have value for customers, clients, partners, and society. Consumer Behavior Defined Consumer behavior is the study of consumers’ choices during searching, evaluating, purchasing, and using products and services that they believe would satisfy their needs.