4.4 A behavior modification perspective on marketing.

Question 1

BMP: behavior modification perspective: Focus on

Answer 1

on environnemental influence behavior

Question 2

Potential contributiosn of the BMP to Marketing 2

Answer 2

1. Facilitate the development of a set of strategies/tactics which encompass those environmental and situational factors which directly influence behavior.
2. BMP can stimulate a closer interchange between academics and practitioners. In this connection it is important to emphasize that while marketing managers are rewarded for developing tactics which generate sales and profits, acade are more apt to be rewarded for attempting to provide theoretical explanations of consumer be- havior.