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5.4 Essential Factors in Effective Market Segmentation
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List and describe the ...
5.3 Segmentation of International Markets
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the challenge...
5.2 Segmentation of B2B Markets
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the challenge...
5.1 Market Segmentation and Consumer Markets
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define market segmenta...
In the Spotlight
Figure 5.1 Market segmentation allows companies to focus their resources on their target mark...
References
1. “RingCentral Case Study,” Medallia, accessed September 29, 2021, https://www.medallia.co...
Closing Company Case
Corporate Medical Services Corporate Medical Services (CMS) was established in Tennessee o...
What Do Marketers Do?
Utilize LinkedIn to find brand managers in your geographic area, and invite one or more to connec...
Building Your Personal Brand
Your personal brand is the skills and talents you bring to future employers or to your own busine...
Critical Thinking Exercises
1. Compose a paragraph of 250–500 words using all of the following terms as they relate t...
Applied Marketing Knowledge: Discussion Questions
1. Go to the Tesla corporate website. Which market(s)—consumer, business, institutional, resell...
Key Terms
authority the right to give orders, supervise the work of others, and make certain decisions B2...
Chapter Summary
In this chapter, we defined business-to-business (B2B) markets and buying behavior and explored t...
4.5 Ethical Issues in B2B Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss ethical issues...
4.4 Stages in the B2B Buying Process
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain and describe t...
4.3 Major Influences on B2B Buyer Behavior
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List and describe the ...
4.2 Buyers and Buying Situations in a B2B Market
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify the types of ...
4.1 The Business-to-Business (B2B) Market
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define the business-to...
In the Spotlight
Figure 4.1 Business-to-business marketing is when one business sells products or provides ser...
References
1. Daniel Campos, “Committing to the Core: How McDonald’s Innovated to Survive (and Thrive)...