CH 5: Consumer Behavior
Consumer Buying Behavior: refers to the buying behavior of final consumers
Consumer Market: individuals & households that buy goods and services for personal
Model of Consumer Behavior
Stimulus-response model of buye
CH 3: Analyzing the Mark. Environment
The marketing environment includes the actors and forces outside marketing that
affect marketing managements ability to build and maintain successful
relationships with customers.
The Companys Microenvironment
CH 4: Marketing Research
Marketing Information & Customer Insights
Customer Insights : Fresh and deep insights into customers needs and wants
Important for building customer value & relationships
They are difficult to obtain since:
o Not obvious
The Promotion Mix
A companys total promotion mixalso called its marketing communication mixconsists of a
specific blend of advertising, public relations, personal selling, and direct-marketing tools that
the company uses to persuasiv
Ch. 14: Marketing Channels
Supply Chains & the Value Delivery Network
Producing a product or service and making it available to buyers requires building relationships
not just with customers, but also with key suppliers and resellers in the companys supp
Ch. 9: New-Product Development
New-Product Development Strategy
There are 2 ways to obtain new product:
o Acquisition refers to the buying of a whole company, a patent, or a license to produce
someone elses product.
o New product development refers to or
Ch. 10: Pricing
What is Price?
Price is the amount of money charged for a product or service. It is the sum of all the values that
consumers give up in order to gain the benefits of having or using a product or service.
Price is the only element in the
Ch. 6: Business Buyer Behavior
Business buyer behavior refers to the buying behavior of the organizations that buy
goods and services for use in production of other products and services that are sold,
rented, or supplied to others.
Business buying proc
Ch. 8: Products, Services & Brands
What is Product?
Product is anything that can be offered in a market for attention, acquisition, use, or
consumption that might satisfy a need or want.
o Physical Objects
CH1: Creating and Capturing Customer
It Is managing profitable customer relationships
It is to attract new customers by promising superior value & to keep them by delivering
Marketing is the process by which companie
Ch. 7: Customer-Driven Marketing
Marketing Segmentation: Involves dividing a market into smaller groups of buyers with distinct needs,
characteristics, or behaviors that might require separate marketing strategies or mixes.
Market Targeting: cons