A Marketing Audit using a Conceptual Model of Consumer Behavior: Application and Evaluation
探讨了消费者行为概念模型在营销审计中的作用，报告了使用扩展的规范模型评估公共交通系统市场位置的研究，并展示了该模型在策略设计和实施后评估中的应用。
This paper examines the role that conceptual models of consumer behavior can play in a marketing audit. Research employing a model of consumer decision making (an expanded version of a normative model developed by Hauser and Urban), to assess the market position of a public transportation system, is reported. Use of this model to design and select strategy and to reassess market position after strategy implementation also is illustrated. The advantages and limitations of this approach to decision making are discussed.