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Unformatted text preview: Chapter 6 Business Marketing • ...
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
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
ILO'I target markets strategies for selecting'
[Lo'l Explain cne-to.ona marketing ILO'I Describe the
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.
- Spring '11