Consumer Decision Process- Steps that consumers gp through
before, during, and after making purchases.
1-Need Recognition- When consumers recognize they have an
unsatisfied need and they would like to go from their actual, need
Analyzing the Market Enviornment
The Immediate Enviornment
The consumer is the center of all marketing efforts. Firms must use various tools to
keep track of competitors activities, and communicate with corp. partners. As well
as monitor the mac
Segmentation, Targeting and Positioning
Step 1-Establish Overall Stratey or Objectives:
-Must be consistent with and derived from the firms mission and objectives.
-Do a SWOT and align the overall strategy to best fit strengths.
Integrated Marketing Communications
IMC- Represent the P, Promotion, of the marketing mix. Includes various areas
including advertising, personal selling, sales promotion, PR and marketing. All
combined to provide clarity, consistency, and maxi
Marketing Research- a key prerequisite to successful decision makit. Consists of a
set of techniques and principles for systmeatically collecting, recording, analyzing
and interpreting data that can aid decision makers involve
Key ingredients to product, price, place, and promotion decisions for retailers
The ways by which online retailers to add value to consumers
Advantages of internet retailing vs. store-based (brick-and-mortar) retail
EXAM 4 FINAL EXAM
What is segmentation? What is targeting? What is positioning?
o Segmenting the market
o Targeting certain segments
o Positioning the brand for target markets
Segmentation methods / bases that c
Business Ethics- Refers to the moral or ethical dilemmas that might
arise in a business setting.
Marketing Ethics- In contrast, examines the ethical problems that are
specific to the domain of marketing. This must be a continous
Personal Selling and Sales Promotions
Personal Selling- the 2-way flow of communication between a buyer or buyers and
a seller that is designed to influence he buyers purchase decision. Can take place in
fact-to-face, video teleconferencing, on
The University of Maine-Maine Business School
BUA 370 Marketing
Grewal, Dhruv and Michael Levy, (2012),
Marketing, 3rd Edition, McGraw-Hill, New York.
*I might provide you additional readings on
BlackBoard or in class. It is your
Globalization- The processes by which goods, services, capital, people, information,
and ideas flow across national borders.
Global Markets are the result of several fundamental changes:
-Reductions or eliminations of trade barr