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)… 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 5.4 Positioning and Repositioning Offerings 5.5 Discussion Questions and Activities… 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 measures companies take to encourage their employees and executives to… 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. Explain the effect e-commerce is having on the firms, the… 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 of evaluating proposals. Describe the different types of B2B buying… 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 duties of professional buyers. Describe the personal and interpersonal dynamics… 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 sellers. Business buyers can be either nonprofit or for-profit businesses.… 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 Buying Process and B2B Buying Situations 4.5 International B2B Markets… 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 the buying process are and what happens in each stage.… 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 Decision-Making Process 3.3 Discussion Questions and Activities 3.1 Factors That… Consumer Behavior: How People Make Buying Decisions