22 Jun Text: Marketing Strategy, Ch. 5: Customers, Seg
Text: Marketing Strategy, Ch. 5: Customers, Segmentation, and Target Marketing
#1
Read Ch. 5 of Marketing Strategy: Text and Cases.
Consider the following as you read:
How marketers cope with uncertain buyer behavior.
The need to comprehend how consumers make critical purchasing decisions.
How a firm must understand the basic needs fulfilled by its products or services.
#2
BUYER BEHAVIOR IN CONSUMER MARKETS
#3
The Consumer Buying Process (five stages of activities that consumers may go through)
#4
Common Situational Influences in the Consumer Buying Process.
#5
BUYER BEHAVIOR IN BUSINESS MARKETS
#6
Unique Characteristics of Business Markets
#7
The Business Buying Process
#8
MARKET SEGMENTATION
#9
Criteria for Successful Segmentation
#10
Common Segmentation Variables Used in Consumer Markets.
#11
What motivates you as a consumer to purchase certain products? What are some of the factors that influence buyer behavior? Provide an example.
#12
What is a target market? How do you segment a market? What is the value of identifying the optimal target market for a product or service? Provide an example.
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