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Describe the seven types of business goods and services. Major equipment includes capital goods, such as heavy machinery.
Discuss the unique aspects of business buying behavior. Business buying behavior is distinguished by five fundamental characteristics.
Now look at your list of acceptable gifts through various lenses. Would your list change if the purchasing manager’s buying decision involved a low-cost item.
Cameron Stock, purchasing manager for a sports equipment manufacturer, is responsible for buying $5 million of supplies every year.
When marketing to potential advertisers, what strategies could ReadyMade use to promote itself without having to rely on hard statistics about its readers?
Mercedes-Benz is thinking about advertising its cars to college students. Do you think that college students are a viable potential market for Mercedes?
Explain the importance of market segmentation. Before the 1960s, few businesses targeted specific market segments.
As a marketing consultant for a chain of hair salons, you have been asked to evaluate the kids’ market as a potential segment for the chain to target.
Choose magazine ads for five different consumer products. For each ad, write a description of what you think the demographic characteristics.
Identify the various ways of entering the global marketplace. Firms use the following strategies to enter global markets, in descending order of risk and profit
The sale of cigarettes in many developed countries either has peaked or is declining. However, the developing markets represent major growth markets.
Simply opening a Web site can open the door for international sales. International carriers, like UPS, can help solve logistics problems.
Discuss the NFL’s current strategy for global market entry. How has this strategy changed and why did the NFL make these changes?
This shows country outlines, whereas the basic blackline outline map shows only the continents. You will notice that there are also blackline.
Select a half-dozen or so countries with which you are unfamiliar, and research basic geographic information about them.
Some American executives think this law causes American corporations to suffer a competitive disadvantage. Do you agree? Why or why not?
Which environmental factors facing all global marketers is Method confronting as it begins to expand into foreign markets?
Explain why marketing managers should understand consumer behavior. Consumer behavior describes how consumers make purchase decisions.
Analyze the components of the consumer decision-making process. The consumer decision-making process begins with need recognition.
Recall an occasion when you experienced cognitive dissonance about a purchase. In a letter to a friend, describe the event and explain what you did about it.
Identify the types of consumer buying decisions and discuss the significance of consumer involvement.
Identify and understand the cultural factors that affect consumer buying decisions.
Identify and understand the social factors that affect consumer buying decisions.
Identify and understand the individual factors that affect consumer buying decisions. Individual factors that affect consumer buying decisions include gender.
Identify and understand the psychological factors that affect consumer buying decisions. Psychological factors include perception, motivation, learning.