Chapter 9: Segmenting, Positioning, and Forecasting Markets
aggregating (grouping) prospective buyers into groups
1) have common needs and 2) will respond similarly to a marketing action.
the relatively homogeneous grou
Chapter 10 - Developing New Products and Service
Good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers and is received in exchange for money or some other unit of value.
Chapter 15 Managing Marketing Channels and Wholesaling
consists of individuals and firms involved in the process of making a product or service available for use or consumption
Functions Performed by Intermediaries:
to make possible the
Chapter 14 Arriving at the Final Price
What is a Price?
The money or other considerations (including other goods and services) exchanged for the ownership or use of a good or service
weigh factors underlying expected customer ta
Chapter 19 Advertising, Sales Promotion, and Public Relations
Advertising is any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor.
Types of advertisements: 1. Product Advertisements
Types of adv
Chapter 5 Understand Consumer Behaviour
Consumer behavior: The actions a person takes in purchasing and using products and services, including mental and social processes before and after these actions.
PROBLEM RECOGNITION: Perceiving a
Chapter 7 Understanding & Reaching Global Consumers & Markets
L02 Major Trends that have influenced the landscape of global marketing in the past decade
Trend 1 Decline of economic protectionism (increase world trade) eg. European & North American Free Tr
Chapter 8 Marketing Research: From customer insights to actions
THE ROLE OF MARKETING RESEARCH
process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions
Marketing ethics are important for all businesses. According to American Marketing
Association (2014), there are six ethical values that are honesty, responsibility,
fairness, respect, openness and citizenship. This essay will examine whether the