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Y1 - Management of Organisations and Marketing

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Summary

Week 6

Maastricht University · International Business

Y1 - Management of Organisations and Marketing

Inhoud

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Chapter 12: Understand Consumer & Business Markets
12.1 The Consumer Decision-Making Process
12.2 Internal Influences on Consumers' Decisions
12.3 Situational and Social Influences on Consumers' Decisions
12.4 Business-to-Business Markets
12.5 Business Purchase Situations and the Business Buying Decision Process
12.6 Brand You: Why Employers Buy
Chapter 13: Segmentation, Target Marketing, and Positioning
13.1 Target Marketing: Select and Enter a Market
13.2 Step 1: Segmentation
13.3 Step 2: Targeting
13.4 Step 3: Positioning
13.5 Brand You: Sharpening Your Focus with Target Marketing

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