Describe the process in which you bought your laptop or any other similar item.
This activity/assignment will help students understand all three phases of the purchase process.
Activity: Describe the process in which you bought your laptop or any other similar item. Explain the reasons for buying the laptop or item, how you identified the features you required, how you gathered information regarding product features and prices, why you chose a particular brand, and how you made the purchase (online or at a store).
Comment on you level of satisfaction with your laptop or item.
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Order Paper NowThe assignment is to answer the question provided above in essay form. This is to be in narrative form and should be as thorough as possible. Bullet points should not to be used. The paper should be at least 1.5 – 2 pages in length, Times New Roman 12-pt font, double-spaced, 1 inch margins and utilizing at least one outside scholarly or professional source related to marketing management. The textbook should also be utilized. Do not insert excess line spacing. APA formatting and citation should be used.
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Marketing Management, Fifth Edition Dawn Iacobucci
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Preface x
About the author xii
Part 1 Marketing Strategy 1 Why is Marketing Management Important? 1
2 Customer Behavior 13
3 Segmentation 32
4 Targeting 51
5 Positioning 63
Part 2 Product Positioning 6 Products: Goods and Services 79
7 Brands 91
8 New Products and Innovation 109
Part 3 Positioning via Price, Place, and Promotion 9 Pricing 131
10 Channels of Distribution 161
11 Advertising Messages and Marketing Communications 185
12 Integrated Marketing Communications and Media Choices 205
13 Social Media 224
Part 4 Positioning: Assessment Through the Customer Lens 14 Customer Satisfaction and Customer Relationships 239
15 Marketing Research Tools 256
Part 5 Capstone 16 Marketing Strategy 275
17 Marketing Plans 293
Endnotes 312
Index 316
BRIEF CONTENTS
iii
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CONTENTS
Preface x
About the author xii
Part 1 Marketing Strategy
1 Why Is Marketing Management Important? 1 1-1 Defining Marketing 1 1-2 Marketing Is an Exchange Relationship 1
1-2a Marketing is Everywhere 2
1-3 Why Is Marketing Management Important? 2 1-3a Marketing and Customer Satisfaction is
Everyone’s Responsibility 4
1-4 The “Marketing Framework”: 5Cs, STP, and the 4Ps 5 1-4a Book Layout 7 1-4b Learning from the Marketing Framework 8 1-4c The Flow in Each Chapter: What? Why? How? 9
2 Customer Behavior 13 2-1 Three Phases of the Purchase Process 13 2-2 Different Kinds of Purchases 15 2-3 The Marketing Science of Customer Behavior 18
2-3a Sensation and Perception 18 2-3b Learning, Memory, and Emotions 20 2-3c Motivation 22 2-3d Attitudes and Decision Making 25 2-3e How Do Cultural Differences Affect
Consumers’ Behavior? 27
3 Segmentation 32 3-1 Why Segment? 32 3-2 What Are Market Segments? 33 3-3 What Information Serves as Bases for Segmentation? 35
3-3a Demographic 35 3-3b Geographic 36 3-3c Psychological 37 3-3d Behavioral 39 3-3e B2B 40 3-3f Concept in Action: Segmentation Variables 41
iv
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vContents
3-4 How Do Marketers Segment the Market? 42 3-4a How to Evaluate the
Segmentation Scheme 42
4 Targeting 51 4-1 What Is Targeting and Why
Do Marketers Do It? 51 4-2 How Do We Choose a Segment
to Target? 52 4-2a Profitability and Strategic Fit 52 4-2b Competitive Comparisons 54
4-3 Sizing Markets 56 4-3a Concept in Action: How Much of
My Consultative Advice Can I Sell? 58
5 Positioning 63 5-1 What Is Positioning and Why Is It Probably the Most Important
Aspect of Marketing? 63 5-1a Positioning via Perceptual Maps 64 5-1b The Positioning Matrix 66
5-2 Writing a Positioning Statement 74
