Indirect less contact with consumer, best for
when consumer want multiple products in one location
Direct direct contact with consumer, more
aware of customers attitudes, most sold through
A channel captain is the individual o
"STRESS IN THE CHANNELS OF DISTRIBUTION"
You are the new National Sales Manager for SURGCO, a surgical supplies
manufacturer. For the previous five years you were the Western Regional Sales
Manager at SURGCO, but last week you got promoted whe
"IT'S A COMPETITIVE WORLD"
You are the sales manager at Plastico, a manufacturer of injection molded plastic
products. One of your salespeople, Mike Hall, specializes in sales to hotel supply
distributors. Recently, he was in the office of Kat
"I GOT THE ORDER"
You are the sales manager for a small office equipment manufacturing company, and
this has been a tough month. You've been short on orders from the beginning, and
Brian Sahr, VP of Marketing, has been hammering on you, and yo
"THE COLD CALLER"
As the sales manager for an industrial products manufacturer's rep firm, you know that
new customers often have a specific problem when they first come to your company.
Often, several sales calls must be made to close, someti
You are the sales manager for a small manufacturing firm. Assume that Brian Sahr,
Vice President of Marketing (and your boss), has a vague idea of the following situation,
but he wants a memo from you on it.
It's 3PM on a Wedn
Course: Consumer Behaviour
At the end of this chapter, students will be able to:
State the concept of market segmentation
State criteria for segme
Community Analysis Project, Part 1: Individual Assignment
In the United States there are many different cities with unique geographic and
demographic differences that affect the communitys attitude, emotion, demand, and lifestyle.
Each of these factors cr
Information processing: series of activities stimuli transformed into information and stored. Perception: exposure attention and
interpretation. Perceptual defense: individuals are not passive recipients of marketing messages. Exposure: stimulus of a pers
Stages of the information-processing model
(Figure 8-1) (278)
Short-term memory (319-321)
Long-term memory (321-325)
Conditioning (What are the differences and
how to marketers use conditioning?) (326327)
Cultural factors that affect consumer
Definition of culture
Definition of customer value
Basic Decisions &
Is a Product?
l New Product Development
l Market Segmentation
l Product Adoption
Theory of International Product Life Cycle
- Stages and Characteristi