MKTG 380 EXAM 2 STUDY GUIDE

MKTG 380 EXAM 2 STUDY GUIDE - MKTG 380 EXAM 2 STUDY GUIDE...

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MKTG 380 EXAM 2 STUDY GUIDE Chapter 6 1. Characteristics of organizational markets versus consumer markets – multiple buyers, number of customers, size of purchases, geographic concentration. 2. Business-to-business demand - derived, inelastic, fluctuating, and joint 3. Types of business markets – producers, resellers, and organizations (governments and not-for-profits. 4. NAICS classification system. 5. Buy Classes – straight rebuy, modified rebuy, and new-task buy – how they relate to consumer mkt. 6. Organizational buying process – from text and lecture. Buy Phases – 8 stages plus the 3 buy classes – this was presented in class. A copy is on my web page. 7. The buying center and member roles. Chapter 7 1. Market fragmentation and target marketing strategy and steps in the target marketing process 2. Segmenting consumer markets – demographics plus generation x, y, and baby boomers, psychographics and lifestyles (AIO’s and VALS), behavioral segmentation. 3.
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This note was uploaded on 11/15/2010 for the course MKTG 380 taught by Professor Robbins,j during the Spring '08 term at Winthrop.

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MKTG 380 EXAM 2 STUDY GUIDE - MKTG 380 EXAM 2 STUDY GUIDE...

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