Category: Marketing Management Strategic Planning

5.2 How Markets Are Segmented Learning Objectives Understand and outline the ways in which markets are segmented. Explain why marketers use some segmentation bases versus others. Sellers can choose to pursue consumer markets, business-to-business (B2B) markets, or both. Consequently, one obvious way to begin the segmentation process is to segment markets into these two...

Chapter 5: Market Segmenting, Targeting, and Positioning 5.1 Targeted Marketing versus Mass Marketing 5.2 How Markets Are Segmented 5.3 Selecting Target Markets and Target-Market Strategies 5.4 Positioning and Repositioning Offerings 5.5 Discussion Questions and Activities   5.1 Targeted Marketing versus Mass Marketing Learning Objectives Distinguish between targeted marketing and mass marketing and explain what...

4.6 Ethics in B2B Markets Learning Objectives Explain how the ethical dilemmas B2B marketers face differ from the ethical dilemmas B2C marketers face. Outline the measures companies take to encourage their employees and executives to act in ethical ways. It’s likely that every topic we have talked about so far in this chapter has...

4.5 International B2B Markets and E-commerce Learning Objectives Describe the reasons why firms in the same industries are often located in the same geographic areas. Explain the effect e-commerce is having on the firms, the companies they do business with, where they are located, and the prices they charge. Outline the different types of...

4.4 Stages in the B2B Buying Process and B2B Buying Situations Learning Objectives Outline the stages in the B2B buying process. Explain the scorecard process of evaluating proposals. Describe the different types of B2B buying situations and how they affect sellers. Stages in the B2B Buying Process Next, let’s look at the stages in...

4.3 Buying Centers Learning Objectives Explain what a buying center is. Explain who the members of buying centers are and describe their roles. Describe the duties of professional buyers. Describe the personal and interpersonal dynamics that affect the decisions buying centers make. The professors who form a committee at your school to choose textbooks...

4.2 Types of B2B Buyers Learning Objectives Describe the major categories of business buyers. Explain why finding decision makers in business markets is challenging for sellers. Business buyers can be either nonprofit or for-profit businesses. To help you get a better idea of the different types of business customers in B2B markets, we’ve put...

Chapter 4: Business Buying Behavior 4.1 The Characteristics of Business-to-Business (B2B) Markets 4.2 Types of B2B Buyers 4.3 Buying Centers 4.4 Stages in the B2B Buying Process and B2B Buying Situations 4.5 International B2B Markets and E-commerce 4.6 Ethics in B2B Markets 4.7 Discussion Questions and Activities 4.1 The Characteristics of Business-to-Business (B2B) Markets...

3.2 Low-Involvement Versus High-Involvement Buying Decisions and the Consumer’s Decision-Making Process Learning Objectives Distinguish between low-involvement and high-involvement buying decisions. Understand what the stages of the buying process are and what happens in each stage. As you have seen, many factors influence a consumer’s behavior. Depending on a consumer’s experience and knowledge, some consumers...

Chapter 3: Consumer Behavior: How People Make Buying Decisions 3.1 Factors That Influence Consumers’ Buying Behavior 3.2 Low-Involvement Versus High-Involvement Buying Decisions and the Consumer’s Decision-Making Process 3.3 Discussion Questions and Activities 3.1 Factors That Influence Consumers’ Buying Behavior Learning Objectives Describe the personal and psychological factors that may influence what consumers buy and...