Responses Needed 17

Need a 200 words minimum response for each with reference by Thursday.

Text: Marketing Strategy, Ch. 5: Customers, Segmentation, and Target Marketing

#1

Read Ch. 5 of Marketing Strategy: Text and Cases.

Consider the following as you read:

How marketers cope with uncertain buyer behavior.

The need to comprehend how consumers make critical purchasing decisions.

How a firm must understand the basic needs fulfilled by its products or services.

#2

BUYER BEHAVIOR IN CONSUMER MARKETS

#3

The Consumer Buying Process (five stages of activities that consumers may go through)

#4

Common Situational Influences in the Consumer Buying Process.

#5

BUYER BEHAVIOR IN BUSINESS MARKETS

#6

Unique Characteristics of Business Markets

#7

The Business Buying Process

#8

MARKET SEGMENTATION

#9

Criteria for Successful Segmentation

#10

Common Segmentation Variables Used in Consumer Markets.

#11

What motivates you as a consumer to purchase certain products? What are some of the factors that influence buyer behavior? Provide an example.

#12

What is a target market? How do you segment a market? What is the value of identifying the optimal target market for a product or service? Provide an example.

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