– In this module we're going to discuss five different topics. The first one will talk about consumer behavior. We will define what consumer behavior is and why it's important. We will then talk about, in the second one, the model of consumer behavior and what is the right way of looking at it. We will then go into segmentation, targeting, and differentiation and positioning, which sometimes is referred to as STP. Finally, we will finish with the last topic of business to business markets. Because most of this course actually talks about B2C, business to consumer. However, it is important to understand how B2B is different than B2C..
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