4-1 Define marketing research and its importance to decision makers.
4-2 Distinguish between exploratory and conclusive research.
4-3 Name the five basic steps in conducting marketing research, including the two types of data and four survey methods.
4-4 Describe the tools, such as databases, big data, marketing analytics, and decision support systems, useful to marketing decision making.
4-5 Identify ethical and international issues in marketing research.
Chapter 5 Objectives
The following objectives are addressed in this chapter:
5-1 Define what markets are and explain how they are generally classified.
5-2 List the five steps of the target market selection process.
5-3 Compare three targeting strategies.
5-4 Identify the major segmentation variables.
5-5 Explain what market segment profiles are and how they are used.
5-6 Describe how to evaluate market segments.
5-7 Identify the factors that influence the selection of specific market segments for use as target markets.
5-8 Discuss sales forecasting methods.
Chapter 6 Objectives
The following objectives are addressed in this chapter:
6-1 Recognize the stages of the consumer buying decision process.
6-2 Classify the types of consumer decision making and the level of involvement.
6-3 Explore how situational influences may affect the consumer buying decision process.
6-4 Identify the psychological influences that may affect the consumer buying decision process.
6-5 Describe the social influences that may affect the consumer buying decision process.
6-6 Discuss consumer misbehavior.
Chapter 7 Objectives
The following objectives are addressed in this chapter:
7-1 Distinguish among the four types of business markets.
7-2 Define the North American Industry Classification System and describe how it can be used to identify and analyze business markets.
7-3 Identify the major characteristics of business customers and transactions.
7-4 Describe the buying center, stages of the business buying decision process, and the factors that affect this process.
7-5 Explore how the internet facilitates business buying and marketing.
Chapter 8 Objectives
The following objectives are addressed in this chapter:
8-1 Define international marketing.
8-2 Differentiate between the six environmental forces that affect international marketing efforts.
8-3 List the six important international trade agreements.
8-4 Identify the methods of international market entry.
8-5 Describe the use of the marketing mix internationally.
4-1 Define marketing research and its importance to decision makers.
4-2 Distinguish between exploratory and conclusive research.
4-3 Name the five basic steps in conducting marketing research, including the two types of data and four survey methods.
4-4 Describe the tools, such as databases, big data, marketing analytics, and decision support systems, useful to marketing decision making.
4-5 Identify ethical and international issues in marketing research.
Chapter 5 Objectives
The following objectives are addressed in this chapter:
5-1 Define what markets are and explain how they are generally classified.
5-2 List the five steps of the target market selection process.
5-3 Compare three targeting strategies.
5-4 Identify the major segmentation variables.
5-5 Explain what market segment profiles are and how they are used.
5-6 Describe how to evaluate market segments.
5-7 Identify the factors that influence the selection of specific market segments for use as target markets.
5-8 Discuss sales forecasting methods.
Chapter 6 Objectives
The following objectives are addressed in this chapter:
6-1 Recognize the stages of the consumer buying decision process.
6-2 Classify the types of consumer decision making and the level of involvement.
6-3 Explore how situational influences may affect the consumer buying decision process.
6-4 Identify the psychological influences that may affect the consumer buying decision process.
6-5 Describe the social influences that may affect the consumer buying decision process.
6-6 Discuss consumer misbehavior.
Chapter 7 Objectives
The following objectives are addressed in this chapter:
7-1 Distinguish among the four types of business markets.
7-2 Define the North American Industry Classification System and describe how it can be used to identify and analyze business markets.
7-3 Identify the major characteristics of business customers and transactions.
7-4 Describe the buying center, stages of the business buying decision process, and the factors that affect this process.
7-5 Explore how the internet facilitates business buying and marketing.
Chapter 8 Objectives
The following objectives are addressed in this chapter:
8-1 Define international marketing.
8-2 Differentiate between the six environmental forces that affect international marketing efforts.
8-3 List the six important international trade agreements.
8-4 Identify the methods of international market entry.
8-5 Describe the use of the marketing mix internationally.
4-1 Define marketing research and its importance to decision makers.
4-2 Distinguish between exploratory and conclusive research.
4-3 Name the five basic steps in conducting marketing research, including the two types of data and four survey methods.
4-4 Describe the tools, such as databases, big data, marketing analytics, and decision support systems, useful to marketing decision making.
4-5 Identify ethical and international issues in marketing research.
Chapter 5 Objectives
The following objectives are addressed in this chapter:
5-1 Define what markets are and explain how they are generally classified.
5-2 List the five steps of the target market selection process.
5-3 Compare three targeting strategies.
5-4 Identify the major segmentation variables.
5-5 Explain what market segment profiles are and how they are used.
5-6 Describe how to evaluate market segments.
5-7 Identify the factors that influence the selection of specific market segments for use as target markets.
5-8 Discuss sales forecasting methods.
Chapter 6 Objectives
The following objectives are addressed in this chapter:
6-1 Recognize the stages of the consumer buying decision process.
6-2 Classify the types of consumer decision making and the level of involvement.
6-3 Explore how situational influences may affect the consumer buying decision process.
6-4 Identify the psychological influences that may affect the consumer buying decision process.
6-5 Describe the social influences that may affect the consumer buying decision process.
6-6 Discuss consumer misbehavior.
Chapter 7 Objectives
The following objectives are addressed in this chapter:
7-1 Distinguish among the four types of business markets.
7-2 Define the North American Industry Classification System and describe how it can be used to identify and analyze business markets.
7-3 Identify the major characteristics of business customers and transactions.
7-4 Describe the buying center, stages of the business buying decision process, and the factors that affect this process.
7-5 Explore how the internet facilitates business buying and marketing.
Chapter 8 Objectives
The following objectives are addressed in this chapter:
8-1 Define international marketing.
8-2 Differentiate between the six environmental forces that affect international marketing efforts.
8-3 List the six important international trade agreements.
8-4 Identify the methods of international market entry.
8-5 Describe the use of the marketing mix internationally.
