Ch 8. Segmenting & Targeting Markets
LO 1: MARKET SEGMENTATION
The term market means different things to different people.
1. They are composed of people (consumer markets) & organizations (business markets).
2. These people or organizations have wants &
Cha 9 Decision Support Systems & Marketing Research
L.O 1: Marketing Decision Support Systems
Marketing informationeveryday information about developments in the marketing
environment that managers use to prepare & adjust marketing plans.
LO 4 the Power of Yield Management Systems
When competitive pressures are high, company must know when it can RAISE Prices to maximize its
YMS, also known as Revenue Management Systems, first developed in the airline industry, help adjust
Cha 13. Marketing Channels
A large canal/ pipeline through which products, their ownership, communication, financing and
payment, & accompanying risk flow to the consumer.
Marketing Channel (Channel of Distribution)a business structure of interdepende