Slide MAN102 Slide11

Marketing
Processes
and
Consumer
Behavior
chapter
eleven

Business
Essentials
9e
Ebert/Griffin

After reading this chapter, you should be
able to:
1. Explain the concept of marketing and
identify the five forces that constitute the
external marketing environment.
2. Explain the purpose of a marketing plan
and identify the four components of the
marketing mix.

3. Explain market segmentation and how it is
used in target marketing.
4. Describe the key factors that influence the
consumer buying process.
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After reading this chapter, you should be
able to:
5. Discuss the three categories of
organizational markets.
6. Explain the definition of a product as a value
package and classify goods and services.
7. Describe the key considerations in the new
product development process, and explain
the importance of branding and packaging.
8. Discuss the marketing mix as it applies to
international and small business.

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What Is Marketing?
 Marketing
└ organizational function and a set of
processes for creating, communicating,
and delivering value to customers, and
for managing customer relationships in
ways that benefit the organization and
its stakeholders

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