罗纳德·J·埃伯特-商学精要（第8版）ebert_be08_inppt_11.pptVIP

Key Terms brand awareness brand competition brand loyalty branding capital item consumer behavior consumer goods convenience good/convenience service demographic variables distribution emotional motives expense item geographic variables industrial goods industrial market institutional market international competition licensed brand market segmentation marketing marketing manager marketing mix marketing plan 11-* Copyright ? 2011 Pearson Education, Inc. publishing as Prentice Hall Key Terms (cont.) national brand packaging private brand (or private label) product differentiation product feature product life cycle (PLC) product line product mix product placement psychographic variables rational motives relationship marketing reseller market services shopping good/shopping service specialty good/specialty service speed to market substitute product target market utility value value package viral marketing 11-* Copyright ? 2011 Pearson Education, Inc. publishing as Prentice Hall All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. * 11-* Copyright ? 2011 Pearson Education, Inc. publishing as Prentice Hall * In this chapter we will study marketing process and consumer behavior. We will explain the concept of marketing and identify the five forces that constitute the external marketing environment. We will explain market segmentation and how it is used in target marketing. We will describe the key factors that influence the consumer buying process and we will discuss the three categories of organizational markets. Teaching Tips: Form a team with another student. In your teams, please select one of the learning objectives we just reviewed. Please prepare a brief introduction to the topic. We will share our answers with the c