MKT 320

Review 2        

Buyer Behavior and Target Market Selection

 

 

6          Marketing Research and Information Systems

 

The Importance of Marketing Research

                Defining, Designing, Collecting Data, Interpreting, Reporting

The Marketing Research Process

Technology – MIS, Databases, MDSS, On-line Services

 

7          Target Markets

 

Target Market Selection Process

ID the Strategy:  Undifferentiated, Concentrated, Differentiated

Segmentation Variables:  Demographic, Geographic, Psychographic, Behavioristic

Segment Profiles

Evaluate Segments

Select Specific Target Markets

Developing Sales Forecasts

 

8          Consumer Buying Behavior

               

Levels of Involvement

Consumer Buying Decision Process

Situational Impact

Psychological Influences

                Perception, Motives, Learning, Attitudes, Personality, Lifestyle

Social Influences

                Roles, Family, Reference Groups, Social Classes, Culture/Subcultures

 

9          Business Markets

 

Types of Markets

Marketing Dimensions

                Transactions, Attributes, Primary Concerns, Methods of Buying, Purchases, Demand

Decision

                Buying Center, Stages, Influences,

Industrial Classification

                Customers, Purchasing Potential

 

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Please read cases at the end of the chapters – they are well done.

 

Essay questions will come from major topical areas.

 

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Remember:  The first part of the course:          Strategic Marketing

                                                                                Strategic Planning

                                                                                The Marketing Environment

                                                                                Social Responsibility and Ethics in Marketing

                                                                                Global Markets and International Marketing