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… Read More »How Markets Are Segmented

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… Read More »Market Segmenting, Targeting, and Positioning

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… Read More »Ethics in B2B Markets

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.… Read More »International B2B Markets and E-commerce

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… Read More »Stages in the B2B Buying Process and B2B Buying Situations

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… Read More »Buying Centers

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… Read More »Types of B2B Buyers

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… Read More »Business Buying Behavior

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… Read More »Low-Involvement Versus High-Involvement Buying Decisions and the Consumer’s Decision-Making Process

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… Read More »Consumer Behavior: How People Make Buying Decisions