Chapter 3: Analyzing the Marketing Environment
Marketing Environment- the actors and forces outside marketing that affect marketing
managements ability to build and maintain successful relationships with target
Chapter 7:Customer-Driven Marketing Strategy
o Market Segmentation- dividing a market into smaller segments of buyers with
distinct needs, characteristics, or behaviors that might require separate
marketing strategies or mixes.
o Market Ta
Chapter 4: Managing Marketing Information to Gain Customer Insight
Marketing Information and Customer Insights
To create value for customers and build meaningful relationships with them, marketing
must first gain fresh, deep insights into what customers
Chapter 5: Consumer Markets and Consumer Buyer Behavior
Consumer Buyer Behavior- the buying behavior of final consumersindividuals and
households that buy goods and services for personal consumption.
Consumer Market- all the individuals and ho