Understanding consumers is an essential component to a successful marketing campaign. Please read Chapter 5 in the textbook if you have it, if not refer to the slides for this chapter under Course materials and also the following articles.

https://www.forbes.com/sites/forbescommunicationscouncil/2018/04/19/the-key-to-a-marketers-success-understanding-consumer-motivations/#5a0e454071ee

https://www.smartbrief.com/original/2020/08/covid-19-changed-consumer-behavior-and-marketing-strategy

Please answer the following questions.

1. Describe how understanding the consumer is essential to success in marketing. Please use one external reference in your submission. Wikipedia is not acceptable.

2. How has the pandemic and Covid-19 in general changed the way that consumers evaluate their desire to shop? How has it changed their shopping habits? Name one company that has seen success from changed shopping habits during the pandemic and one that has not. Pleased provide a reason for your answers.

3. On a personal note, when you go to shop, name 2 things that you evaluate prior to your purchase decision and state why.