6.2 Types of Consumer Offerings Learning Objectives Define the various types of offerings marketed to individual consumers. Explain why a single offering might be marketed differently to different types of consumers. Products and services can be categorized in a number of ways. We will use these categories throughout the book because they are the most commonly referred to categories by marketers and because there are marketing implications for each. Consumer… Read More »Types of Consumer Offerings

Chapter 6: Creating Offerings 6.1 What Composes an Offering? 6.2 Types of Consumer Offerings 6.3 Types of Business-to-Business (B2B) Offerings 6.4 Branding, Labeling, and Packaging 6.5 Managing the Offering 6.6 Discussion Questions and Activities 6.1 What Composes an Offering? Learning Objectives Distinguish between the three major components of an offering—product, price, and service. Explain, from both a product-dominant and a service-dominant approach, the mix of components that compose different types… Read More »Creating Offerings- Types of Consumer Offerings

5.4 Positioning and Repositioning Offerings Learning Objectives Explain why positioning is an important element when it comes to targeting consumers. Describe how a product can be positioned and mapped. Explain what repositioning is designed is to do. Why should buyers purchase your offering versus another? If your product faces competition, you will need to think about how to “position” it in the marketplace relative to competing products. After all you… Read More »Positioning and Repositioning Offerings

5.3 Selecting Target Markets and Target-Market Strategies Learning Objectives Describe the factors that make some markets more attractive targets than others. Describe the different market-segmenting strategies companies pursue and why. Outline the market-segmentation strategies used in global markets. Selecting Target Markets After you segment buyers and develop a measure of consumer insight about them, you can begin to see those that have more potential. Now you are hunting with a… Read More »Selecting Target Markets and Target-Market Strategies

5.2 How Markets Are Segmented Learning Objectives Understand and outline the ways in which markets are segmented. Explain why marketers use some segmentation bases versus others. Sellers can choose to pursue consumer markets, business-to-business (B2B) markets, or both. Consequently, one obvious way to begin the segmentation process is to segment markets into these two types of groups. Different factors influence consumers to buy certain things. Many of the same factors… Read More »How Markets Are Segmented

Chapter 5: Market Segmenting, Targeting, and Positioning 5.1 Targeted Marketing versus Mass Marketing 5.2 How Markets Are Segmented 5.3 Selecting Target Markets and Target-Market Strategies 5.4 Positioning and Repositioning Offerings 5.5 Discussion Questions and Activities   5.1 Targeted Marketing versus Mass Marketing Learning Objectives Distinguish between targeted marketing and mass marketing and explain what led to the rise of each. Describe how targeted marketing can benefit firms. Explain why companies… Read More »Market Segmenting, Targeting, and Positioning

4.6 Ethics in B2B Markets Learning Objectives Explain how the ethical dilemmas B2B marketers face differ from the ethical dilemmas B2C marketers face. Outline the measures companies take to encourage their employees and executives to act in ethical ways. It’s likely that every topic we have talked about so far in this chapter has an ethical dimension to it. Take procurement, for example: unlike B2C markets, offering customers free dinners,… Read More »Ethics in B2B Markets

4.5 International B2B Markets and E-commerce Learning Objectives Describe the reasons why firms in the same industries are often located in the same geographic areas. Explain the effect e-commerce is having on the firms, the companies they do business with, where they are located, and the prices they charge. Outline the different types of e-commerce sites and what each type of site is used for. International B2B Markets Another characteristic… Read More »International B2B Markets and E-commerce

4.4 Stages in the B2B Buying Process and B2B Buying Situations Learning Objectives Outline the stages in the B2B buying process. Explain the scorecard process of evaluating proposals. Describe the different types of B2B buying situations and how they affect sellers. Stages in the B2B Buying Process Next, let’s look at the stages in the B2B buying process. They are similar to the stages in the consumer’s buying process. 1.… Read More »Stages in the B2B Buying Process and B2B Buying Situations

4.3 Buying Centers Learning Objectives Explain what a buying center is. Explain who the members of buying centers are and describe their roles. Describe the duties of professional buyers. Describe the personal and interpersonal dynamics that affect the decisions buying centers make. The professors who form a committee at your school to choose textbooks are acting like a buying center. Buying centers are groups of people within organizations who make purchasing decisions.… Read More »Buying Centers