12: Consumer vs. Shopper Needs


About this course 

As we’ve established, the consumer and the shopper are two distinct entities. For this reason, shopper marketing can’t only be about shoppers; it also needs to speak to the consumers.

Join us as we look at the significant difference between consumer marketing and shopper marketing, and unpack how marketers can effectively use these two strategies in partnership.

How to distinguish the difference between the needs of the consumer and the shopper, and effectively engage with these two entities.

Marketing and sales professionals in the consumer goods or retail industry. Those with a special interest in shopper marketing will particularly benefit from this course. 

About 1 hour 

Course Curriculum

ES1C01U01 – Introduction 00:05:00
ES1C01U02 – Shopper vs. Consumer 00:05:00
ES1C01U03 – Consumer and Shopper Thoughts 00:05:00
ES1C01U04 – Differentiating Between Shopper and Consumer Podcast 00:15:00
ES1C01U05 – Cats Don’t Buy Litter, but Men Buy Perfume 00:30:00
ES1C01U06 – Consumer Marketing and Shopper Marketing Partnerships 00:05:00
ES1C01Q01 00:30:00
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