consumer marketing

Quick Reference

The promoting and selling of goods directly to the consumer for personal consumption. In contrast to the business-to-business marketer, the consumer marketer must address a market of many buyers with very few decision-makers in the overall pattern of purchasing. The amounts are usually relatively small and there is little direct contact or communication between the producer and the end customer. Consumer goods are largely sold through retailers and intermediaries rather than directly, which makes pricing and channel management very important components of the consumer marketing mix. See also business-to-business marketing; buyer and buying behaviour; consumer behaviour and motivations models.

Subjects: Marketing.

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