Marketing Agency

5.4 Positioning and Repositioning Offerings Learning Objectives Explain why positioning is an important element when it comes to targeting consumers. Describe how a product can… Read More »Positioning and Repositioning Offerings

5.3 Selecting Target Markets and Target-Market Strategies Learning Objectives Describe the factors that make some markets more attractive targets than others. Describe the different market-segmenting… Read More »Selecting Target Markets and Target-Market Strategies

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