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Motives are inner states that direct a person toward the goal of satisfying a need.

Kurt Lewin’s theory of human behavior defines behavior as a function of the interactions of personal influences and pressures exerted by external environmental forces.

Marketing research aids decision makers in analyzing data and in suggesting possible actions.

After defining the problem, the next step in the marketing research process is to conduct the exploratory research.

Social media includes different forms of electronic communication.

A women’s fashion brand allowing its customers to mix and match the clothes and accessories on their website before placing an order is an example of a business offering personalized service to their online customers.

Improved product quality and superlative customer service can help a company gain a competitive advantage in the marketplace.

Opinion leaders are the first consumers to try new products and then share their experience by word of mouth.

Marketers rarely encounter differences among members of a target group, as they segment potential consumers into homogeneous groups.

Consumer behavior refers to the process through which ultimate buyers make their purchase decisions.