4.2 Types of B2B Buyers Learning Objectives Describe the major categories of business buyers. Explain why finding decision makers in business markets is challenging for sellers. Business buyers can be either nonprofit or for-profit businesses. To help you get a better idea of the different types of business customers in B2B markets, we’ve put them into four basic categories: producers, resellers, governments, and institutions. Producers Figure 4.1 Your local tattoo… Read More »Types of B2B Buyers

Chapter 4: Business Buying Behavior 4.1 The Characteristics of Business-to-Business (B2B) Markets 4.2 Types of B2B Buyers 4.3 Buying Centers 4.4 Stages in the B2B Buying Process and B2B Buying Situations 4.5 International B2B Markets and E-commerce 4.6 Ethics in B2B Markets 4.7 Discussion Questions and Activities 4.1 The Characteristics of Business-to-Business (B2B) Markets Learning Objectives Identify the ways in which business-to-business (B2B) markets differ from business-to-consumer (B2C) markets. Explain… Read More »Business Buying Behavior

3.2 Low-Involvement Versus High-Involvement Buying Decisions and the Consumer’s Decision-Making Process Learning Objectives Distinguish between low-involvement and high-involvement buying decisions. Understand what the stages of the buying process are and what happens in each stage. As you have seen, many factors influence a consumer’s behavior. Depending on a consumer’s experience and knowledge, some consumers may be able to make quick purchase decisions and other consumers may need to get information… Read More »Low-Involvement Versus High-Involvement Buying Decisions and the Consumer’s Decision-Making Process

Chapter 3: Consumer Behavior: How People Make Buying Decisions 3.1 Factors That Influence Consumers’ Buying Behavior 3.2 Low-Involvement Versus High-Involvement Buying Decisions and the Consumer’s Decision-Making Process 3.3 Discussion Questions and Activities 3.1 Factors That Influence Consumers’ Buying Behavior Learning Objectives Describe the personal and psychological factors that may influence what consumers buy and when they buy it. Explain what marketing professionals can do to influence consumers’ behavior. Explain how… Read More »Consumer Behavior: How People Make Buying Decisions

2.5 Strategic Portfolio Planning Approaches Learning Objectives Explain how SBUs are evaluated using the Boston Consulting Group matrix. Explain how businesses and the attractiveness of industries are evaluated using the General Electric approach. When a firm has multiple strategic business units like PepsiCo does, it must decide what the objectives and strategies for each business are and how to allocate resources among them. A group of businesses can be considered… Read More »Strategic Portfolio Planning Approaches

2.4 Where Strategic Planning Occurs within Firms Learning Objectives Identify the different levels at which strategic planning may occur within firms. Understand how strategic planning that occurs at multiple levels in an organization helps a company achieve its overall corporate objectives. As previously mentioned, strategic planning is a long-term process that helps an organization allocate its resources to take advantage of different opportunities. In addition to marketing plans, strategic planning… Read More »Where Strategic Planning Occurs within Firms

2.3 Developing Organizational Objectives and Formulating Strategies Learning Objectives Explain how companies develop the objectives driving their strategies. Describe the different types of product strategies and market entry strategies that companies pursue. Developing Objectives Objectives are what organizations want to accomplish—the end results they want to achieve—in a given time frame. In addition to being accomplished within a certain time frame, objectives should be realistic (achievable) and be measurable, if possible.… Read More »Developing Organizational Objectives and Formulating Strategies

2.2 Components of the Strategic Planning Process Learning Objectives Explain how a mission statement helps a company with its strategic planning. Describe how a firm analyzes its internal environment. Describe the external environment a firm may face and how it is analyzed. Strategic planning is a process that helps an organization allocate its resources to capitalize on opportunities in the marketplace. Typically, it is a long-term process. The strategic planning process includes… Read More »Components of the Strategic Planning Process

Chapter 2: Strategic Planning 2.1 The Value Proposition 2.2 Components of the Strategic Planning Process 2.3 Developing Organizational Objectives and Formulating Strategies 2.4 Where Strategic Planning Occurs within Firms 2.5 Strategic Portfolio Planning Approaches 2.6 Discussion Questions and Activities   2.1 The Value Proposition Learning Objectives Explain what a value proposition is. Understand why a company may develop different value propositions for different target markets. What Is a Value Proposition?… Read More »Marketing Strategic Planning

1.4 Themes and Organization of This Book Learning Objective Understand and outline the elements of a marketing plan as a planning process. Marketing’s Role in the Organization We previously discussed marketing as a set of activities that anyone can do. Marketing is also a functional area in companies, just like operations and accounting are. Within a company, marketing might be the title of a department, but some marketing functions, such… Read More »Themes and Organization of This Book