Chapter 4: Customer Analysis

Source:

Section 4.1 Low-Involvement Versus High-Involvement Buying Decisions and the Consumer’s Decision-Making Process, Section 4.2 The Characteristics of Business-to-Business (B2B) Markets, Section 4.3 Types of B2B Buyers, Section 4.4 Buying Centers, Section 4.5 Stages in the B2B Buying Process and B2B Buying Situations, Section 4.6 Factors That Influence Consumers’ Buying Behavior, 4.7 How Markets Are Segmented, and Section 4.8 Targeted Marketing versus Mass Marketing, are edited versions of the chapter ‘Chapter 3 Understanding Consumer and Business Markets’, and chapter ‘Chapter 5: Market Segmenting, Targeting, and Positioning’ from the textbook ‘Principles of Marketing,’ from the textbook ‘Principles of Marketing,’ authored by University of Minnesota Libraries Publishing edition, 2015 – this book was adapted from a work originally produced in 2010 by a publisher who has requested that it not receive attribution.

 The following changes were made to the most recent edition: Created new title for Figure 5.1: Marketing to men; Created new title for Figure 5.2: Age and Stage of Life; Created new title for Figure 5.4: Sub-culture; Created new title for Figure 5.5: Luxury brands; Created new title for Figure 5.6: Involvement; Created new title for Figure 5.8: Product Evaluation; Created new title for Figure 5.9: Product disposal; Created new title for Figure 5.11: Producers; Created new title for Figure 5.12: Selling to the Government; Created new title for Figure 5.13: The F-22;  Created new title for Figure 6.1: Mass marketing; Created new title for Figure 6.2: Targeted Marketing; Created new title for Figure 6.3: Market segmentation; Removed the last Created new title for Figure in “Types of B2B buyers”; Created new title for Figure 5.14: Gatekeepers?; Created new title for Figure 5.15: An Example of Product Specifications Developed for a B2B Purchase; Created new title for Figure 5.16: A Scorecard Used to Evaluate RFPs; Created new title for Figure 5.17: Code of Ethics;