Application Areas of 
     Consumer Behavior:  
     PERMS
              Environmental Analysis
              Market Research 
              Segmentation of the Marketplace 
              Product Positioning and Product 
               Differentiation
              Marketing-Mix Development
        Product Positioning . . . 
          . . . Adalah bagaimana 
          mempengaruhi persepsi konsumen 
          tentang karakteristik merk terhadap 
          penawaran produk pesaing
           Tujuannya adalah menciptakan produk 
            spesifik yang mempunyai image yang 
            jelas terhadap produk pesaing
     Environmental 
     Analysis . . . 
      . . . is the 
      assessment of the 
      external forces 
      that act upon the 
      firm and its 
      customers, and 
      that create threats 
      and opportunities
     The Natural 
     Environment . . .
      . . . includes the types 
      of raw materials 
      available, pollution, 
      consumer fear of 
      contracting deadly 
      diseases, the expansion 
      of desert regions 
      around the globe, and 
      various weather 
      phenomena, such as 
      hurricanes or drought
        Components of the External 
        Environment
           Demographi        Technological
            c
                              Political
           Economic
                              Cultural
           Natural