KIC000058 - Chapter 6 Business Marketing • ... I Buy...

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Unformatted text preview: Chapter 6 Business Marketing • ... I Buy NIIWBuy Mod_ Rebuy Straight R.buy -' A "irulll1:ion requiring the purchue of il product fOf the fl"t nme. A slluatlon whertt the purch.llllt!r wents &OIM cheng. in the original good or ANlee. A ..iluation In wtdeb the purchaser IlJOrder$ th4l Arne good. or services without looking (or new Inform;ttion O~ Investigating iMhtIr supplilll"5. -..--_ ....._- ---'- _- _. Bowfinger II ..... LO' REVIEW LEARNING OUTCOME Business Buying Behavior • Divide customers into groups based on their value • Evaluative Criteria • Create polfctes that govern how service will be allocated among groups -' • Buying Center ----_ .._- _. .. ----_ .._Customer Buying Situations b\j:f Stnllghl ,.bu)' Mod~d ,..blJY New service • 7 Chapter 7 Segmenting and Targeting Markets • [learning] Outcomes [Lo'l ILO'I Describe the characteristics of markets and market segments Explain the importance of market segmentation Discuss criteria IL031 segmentation [LO'I !LO;I for successful market Describe the bases commonly used to segment consumer markets _- Describe the bases for segmenting markets """""''''....,.'''' ...... '--" ..... business [learning 1 Outcomes • IUl'1 List the steps involved in segmenting markets Discuss alternative ILO'I target markets strategies for selecting' [Lo'l Explain cne-to.ona marketing ILO'I Describe the characteristics of markets and market segments Explain how and why firms Implement positioning strategies and how product differentiation plays a role A Market Is ••• Market Segmentation 1) people or organizations with 2) needs or wa nts, and with 3) the ability and 4) the willingness to buy. A group of people that lacks anyone of these characteristics is not a market. [LOI) • 0""",,, 1 ...
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This note was uploaded on 09/01/2011 for the course MTK 340 taught by Professor Folger during the Spring '11 term at Iowa State.

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KIC000058 - Chapter 6 Business Marketing • ... I Buy...

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