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MKT 318 Final Exam: A Reflective Assessment of Consumer BehaviorInstructions:When completing this assignment, students should provide detailed and substantive answers to questions by utilizing all their knowledge of services marketing, including the textbook and other relevant information sources. It should be between 5-6 pages in length and follow the APA style. It should include students name in the upper right-hand corner of the first page. The page numbers should be in the top right-hand side. Use headings/subheadings to organize your report. Use at least three current references other than the textbook to support arguments. All your resources should have in-text citation and full citation in the References section. Avoid quotations, instead paraphrase information from other sources. DO NOT include these: running headers/footers, a cover page, a table of contents, history, an introduction, or a conclusion.Exam should be submitted NLT April 14. Can submit early.Discuss the following four questions in-depth and provide references. 1.    The role of consumer behavior as a business function.2.    The strategic role of consumer behavior for an organization.3.    The use of consumer behavior concepts in fields other than business such as non-profit marketing, and4.    Discuss the role of consumer behavior for your career success and for the success of your future employer:

Answer

Consumer Behavior Role of Consumer Behavior as a Business FunctionConsumers are important stakeholders in the development of every business around the world. Investing in the development of knowledge base on consumer behavior is essential for better management of the consumers. Businesses have made consumer behavior an essential function in an effort to improve their performance (Mothersbaugh & Hawkins,2015). Every business wants to understand how individuals, groups of people, and or organizations make choices, buy, utilize, and dispose commodities to meet their needs and wants (Chand,2014). Companies, through their marketers, are working hard to understand why consumers buy some commodities; such information will enable the companies to determine the kinds of prod...
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