Chapter 6 Notes
The demand for industrial products and services is driven by demand for
consumer products and services.
members of the buying center
Chapter 9 Notes
The process of dividing a market into meaningful, relatively similar,
identifiable segments or groups.
Why does one segment a market?
Identifies groups of customers with similar needs
Keys of effective segmentation
Chapter 2 Notes
Power of Buyers and Suppliers
Existing Competitors and Substitutes
Small Business as Competitors
->Offerings<-Business Firms Nonprofit Organizations
Chapter 5 Notes
consumer buying/purchase decision process
problem recognition, information search, alternative evaluation, purchase
decision, and post-purchase behavior
Four types of problem solving
Extended, limited, routine and involvement/marketing str
Chapter 1 Notes
Marketing is the activity, set of institutions, and PROCESSES for creating,
communicating, delivering, and EXCHANGING offerings that have VALUE
for customers, clients, partners, and society at large
What are the key eleme
Chapter 8 Notes
the process of defining marketing problems and opportunity systematically
collecting and analyzing information, and recommending actions.
-used to reduce the risk of and thereby improve marketing decisions
Types of Utility
companies need to interact with their customers by listening and responding
to their needs
companies must also treat customers as individuals and empower them to
Chapter 15 Notes
Consists of individuals and firms involved in the process of making a
product or service available for use or consumption by consumers or
two types of advertisements
product: pioneering, competitive, and reminder
institutional: to build goodwill or an image for an organization rather than
promote a specific good or service.
Which organization created inbound marketing and is the premier
inbound marketing company in the world?
What are the various mechanisms/tools for each of these processes?
Tools for Attracting: Blogging, Social Media, Keywords, Page