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


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.




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


Common Situational Influences in the Consumer Buying Process.




Unique Characteristics of Business Markets


The Business Buying Process




Criteria for Successful Segmentation


Common Segmentation Variables Used in Consumer Markets.


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


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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