Chapter 6 Objectives
Understand alternative market segmentation strategies.
Recognize relevant criteria for selecting market segments.
Identify alternative bases for industrial segmentation.
Appreciate the hierarchy of segmen
The Meaning of Marketing
Chapter 1 Learning Objectives
Define marketing and differentiate between a marketing-driven and no marketing-driven
Distinguish among marketing mix elements.
Delineate between health care needs and wants.
Chapter 9 Learning Objectives
Appreciate the many factors that affect pricing decisions.
Recognize the array of alternative pricing strategies available to health care marketers.
Calculate break-even pricing.
Learn the positioning value of
Chapter 2 Learning Objectives
Understand the scope of strategic marketing planning.
Identify the importance and sources of a competitive differential advantage.
Recognize disruptive innovations as a source of new competitors.
Chapter 3 The Environment of Marketing Strategy
Chapter 3 Learning Objectives
Understand the impact of the five environmental forces on organizational strategy.
Explain how social and economic forces affect marketing strategy.
Describe the impact of tec
Chapter 5 Objectives
Understand the nature of the marketing research process.
Know the difference between primary and secondary data
Recognize the range of alternative sampling methodologies.
Understand the value of alternative d
Chapter 10 Learning Objectives
Understand the concept of channel structure and the alternative channels available.
Know the varying levels of distribution intensity and the considerations in implementing each
Chapter 8 Learning Objectives
Learn the range of product and service variation.
Understand the issues of product line formation.
Identify the strategy considerations over the product life cycle.
Know the strategic implication of
Developing Customer Loyalty
Chapter 7 Learning Objectives
Understand the concept of relationship marketing.
Recognize the distinction between satisfaction and loyalty.
Describe the necessary components of a value added service delivery system.
Chapter 4 Buyer Behavior
Chapter 4 Objectives
Understand the process of consumer and industrial decision making.
Recognize the internal and external factors that influence consumer decision making.
Identify alternative strategies to affect consumer deci