Marketing Management
CONTENTS
CONTENTS
CHAPTER 2: CONSUMER BUYING BEHAVIOR
Preface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . vii Features ..................................................... viii
Lesson 5: The Basics of Consumer Buying Behavior 5.1
CHAPTER 1: INTRODUCTION TO MARKETING MANAGEMENT
Characteristics of Consumer Buying Behavior. . . . . . . . . . . . . . . . . 76 Consumer Buying Decision Process . . . . . . . . . . . . . . . . . . . . . . . . . 78 Motivation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 Behavior Models . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84
Lesson 1: Nature of Marketing 1.1
5.2 5.3 5.4
History of Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 CoreConceptsofMarketing .............................. 5 Functions of Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Importance of Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
1.2 1.3 1.4
Lesson 6: Business Buying Decision Process 6.1
Lesson 2: The Marketing Process 2.1
Buyer Decision Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92 Decision Making Units . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95 Buying Centers ......................................... 96 BuyingSituations ....................................... 97 Influences ............................................. 99
6.2 6.3 6.4 6.5
TheMarketingProcess ................................... 20 Developing an Effective Marketing Mix . . . . . . . . . . . . . . . . . . . . . . 24 TheMarketingPlan...................................... 26
2.2 2.3
Lesson 3: Marketing Environment 3.1
Lesson 7: Segmentation, Targeting, and Positioning 7.1
Environmental Scanning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 Microenvironment ...................................... 41 MacroEnvironment ..................................... 45
3.2 3.3
Market Segmentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108 CustomerTargeting ..................................... 110 Product Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 113
7.2 7.3
Lesson 4: Market Research 4.1
Benefits of Market Research. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54 Types of Market Research. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56 Components of Market Research. . . . . . . . . . . . . . . . . . . . . . . . . . . 57 Starting a Market Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59 Ethics in Market Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60
Lesson 8: Product Development and Management Strategies 8.1
4.2 4.3 4.4 4.5
ProductLifeCycle(PLC) .................................. 122 Tangible and Intangible Products .......................... 124 Difference between Products and Services . . . . . . . . . . . . . . . . . . . 126 Product Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 127 Strategies in Managing New and Existing Products . . . . . . . . . . . . 129 Portfolio Management . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 130
8.2 8.3 8.4 8.5 8.6
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2025 Higher Education Learning Solutions for the Business and Accountancy Program 42
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