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Chapter 13 - Marketing: Helping Buyers Buy
13-21
PPT 13-29
Collecting Secondary Research
Data
(See complete PowerPoint slide notes on page 13.44.)
TEXT FIGURE 13.4
Selected Sources of Primary and
Secondary Information
(Text page 362)
This text figure lists the principal sources of secondary mar-
keting research information.
critical thinking
exercise 13-2
GOOD TO THE LAST DROP
This exercise involves an in-class product comparison. Can
students identify the taste of their favorite cola in a blind taste
test? (See complete exercise on page 13.65 of this manual.)
PPT 13-30
Collecting Primary Research Data
(See complete PowerPoint slide notes on page 13.45.)
Chapter 13 - Marketing: Helping Buyers Buy
13-22
PPT 13-31
Focus Groups
(See complete PowerPoint slide notes on page 13.45.)
PPT 13-32
Analyzing the Data and
Implementing the Decision
(See complete PowerPoint slide notes on page 13.45.)
PPT 13-33
Key Benefits of Marketing
Research
(See complete PowerPoint slide notes on page 13.46.)
Chapter 13 - Marketing: Helping Buyers Buy
must continually adapt to changes in the market.
learning goal 4
environment.
IV. THE MARKETING ENVIRONMENT
A. ENVIRONMENTAL SCANNING is the process of
B. GLOBAL FACTORS
1. The most important global change today is the
2. Globalization has also put pressure on companies
that deliver products.
C. TECHNOLOGICAL FACTORS include the Internet,
er products quickly or provide excellent service.
F. ECONOMIC FACTORS
Chapter 13 - Marketing: Helping Buyers Buy
PPT 13-34
Ways to Find Out What
Consumers Think
(See complete PowerPoint slide notes on page 13.46.)
PPT 13-35
Scanning the Marketing
Environment
(See complete PowerPoint slide notes on page 13.47.)
PPT 13-36
The Marketing Environment
TEXT FIGURE 13.5
The Marketing Environment
(Text page 364)
(See complete PowerPoint slide notes on page 13.47.)
lecture link 13-7
THE COLA WARS IN INDIA
Coke dominates Pepsi, but not in India. Coke is now ramp-
ing up its promotion in India to try and oust its main competi-
tor. (See the complete lecture link on page 13.59 in this manu-
al.)
bonus case 13-4
MARKETING TO THE BABY
BOOM GENERATION
The baby boomer generation, the largest population group,
is a profitable market for targeted products and services. (See
the complete case, discussion questions, and suggested an-
swers beginning on page 13.81 of this manual.)
PPT 13-37
The ABCs of Marketing
(See complete PowerPoint slide notes on page 13.47.)
Chapter 13 - Marketing: Helping Buyers Buy
13-25
A. THERE ARE TWO MAJOR MARKETS:
1. The CONSUMER MARKET is made up of all the
services for personal consumption or use.
2. The BUSINESS-TO-BUSINESS (B2B) MARKET
consists of all the individuals and organizations
that want goods and services to use in producing
A. Consumer groups differ greatly in age, education level,
income, and taste.
2. MARKET SEGMENTATION is the process of di-
viding the total market into groups whose members
Chapter 13 - Marketing: Helping Buyers Buy
PPT 13-38
The Consumer and B2B Market
(See complete PowerPoint slide notes on page 13.48.)
progress
assessment
(Text page 366)
PPT 13-39
Progress Assessment
(See complete PowerPoint slide notes on page 13.48.)
PPT 13-40
Marketing to Consumers
(See complete PowerPoint slide notes on page 13.48.)
critical thinking
exercise 13-3
IDENTIFYING THE TARGET
MARKET
This exercise asks the student to identify the target market for
various products and services. (See complete exercise on page
13.68 of this manual.)
lecture link 13-8
DEWALT IDENTIFIES ITS
TARGET MARKET
DeWalt Tools discovered that it was targeting the wrong tar-
get market. (See the complete lecture link on page 13.60 in this
manual.)
Chapter 13 - Marketing: Helping Buyers Buy
3. TARGET MARKETING is marketing directly to-
B. SEGMENTING THE CONSUMER MARKET
5. VOLUME, OR USAGE, SEGMENTATION is divid-
ing refrigerator magnets.
4. It is easier to do one-to-one marketing in B2B mar-
Chapter 13 - Marketing: Helping Buyers Buy
13-28
PPT 13-41
Segmenting the Consumer Market
(See complete PowerPoint slide notes on page 13.49.)
TEXT FIGURE 13.6
Market Segmentation
(Text page 367)
This text figure shows some of the methods marketers use to
divide the market.
PPT 13-42
Segmenting the Consumer Market
(See complete PowerPoint slide notes on page 13.49.)
PPT 13-43
Marketing to Small Segments
(See complete PowerPoint slide notes on page 13.49.)
Chapter 13 - Marketing: Helping Buyers Buy
kets, but is becoming possible in consumer mar-
kets as well.
D. MOVING TOWARD RELATIONSHIP MARKETING
1. MASS MARKETING means developing products
CESS:
Chapter 13 - Marketing: Helping Buyers Buy
13-30
PPT 13-44
Mass Marketing vs. Relationship
Marketing
(See complete PowerPoint slide notes on page 13.50.)
PPT 13-45
Keys to Successful Relationship
Marketing
(See complete PowerPoint slide notes on page 13.50.)
lecture link 13-9
RELATIONSHIP MARKETING:
GOING BEYOND THE EXPECTED
It is often easier to get present customers to buy more than to
get new customers. (See the complete lecture link on page 13.61
in this manual.)
.
critical thinking
exercise 13-4
THE MARKETING OPPORTUNITY
This exercise presents a potentially revolutionary new prod-
uct and asks the students to consider some key marketing ques-
tions. (See complete exercise on page 13.71 of this manual.)
PPT 13-46
Steps in the Consumer Decision-
Making Process
(See complete PowerPoint slide notes on page 13.51.)
lecture link 13-10
FAMILY LIFE CYCLE THEORY
UPDATED
Family life cycle characteristics can be used to understand
consumers’ buying behavior over time.)
Chapter 13 - Marketing: Helping Buyers Buy
2. Consumer behavior researchers also study the
various influences that impact CONSUMER BE-
HAVIOR.
a. MARKETING MIX VARIABLES (the four Ps)
b. A REFERENCE GROUP is the group that an
or behavior.
c. CULTURE is the set of values, attitudes, and
d. SUBCULTURE is the set of values, attitudes,
and ways of doing things that results from be-
Chapter 13 - Marketing: Helping Buyers Buy
13-32
PPT 13-47
The Consumer Decision-Making
Process and Outside Influences
TEXT FIGURE 13.7
The Consumer Decision-Making
Process and Outside Influences
(Text page 370)
(See complete PowerPoint slide notes on page 13.51.)
PPT 13-48
Key Factors in Consumer
Decision Making
(See complete PowerPoint slide notes on page 13.51.)
Chapter 13 - Marketing: Helping Buyers Buy
13-33
purchase—such as doubts about whether
they got the best product at the best price.
learning goal 6
Compare the business-to-business market and the consumer market.
VII. THE BUSINESS-TO-BUSINESS MARKET
A. Marketers of goods and services to manufacturers,
B. Several factors make BUSINESS-TO-BUSINESS
MARKETING DIFFERENT.
IX. SUMMARY
Chapter 13 - Marketing: Helping Buyers Buy
13-34
critical thinking
exercise 13-5
CONSUMER OR B2B GOOD?
This exercise asks students to classify various products and
services as being a consumer good, a B2B good, or both. (See
complete exercise on page 13.74 of this manual.)
PPT 13-49
Business-to-Business Market (B2B)
(See complete PowerPoint slide notes on page 13.52.)
PPT 13-50
B2B Market Differences
(See complete PowerPoint slide notes on page 13.52.)
TEXT FIGURE 13.8
Comparing Business-to-Business
and Consumer Buying Behavior
(Text page 371)
This text figure shows some of the differences between
buying behavior in the B2B market and in the consumer mar-
ket.
progress
assessment
(Text page 372)
PPT 13-51
Progress Assessment
(See complete PowerPoint slide notes on page 13.53.)
Chapter 13 - Marketing: Helping Buyers Buy
13-35
PowerPoint slide notes
PPT 13-1
Chapter Title
PPT 13-2
Learning Goals
PPT 13-3
Learning Goals
Chapter 13 - Marketing: Helping Buyers Buy
13-36
PPT 13-4
Joseph Jimenez
PPT 13-5
Name That Company
Company: KFC Canada
PPT 13-6
What’s Marketing?
Simply put, marketing is activities buyers and sellers per-
form to facilitate mutually beneficial exchanges.
Chapter 13 - Marketing: Helping Buyers Buy
PPT 13-7
Focus of Contemporary Marketing
PPT 13-8
Let’s Go to the Movies
PPT 13-9
Four Eras of U.S. Marketing
In the United States, marketing has evolved through four
eras: (1) production, (2) selling, (3) marketing concept, and
(4) customer relationship.
13-39
PPT 13-13
The Customer Relationship Era
PPT 13-14
Service with a Smile
PPT 13-15
Nonprofit Marketing
1. This slide identifies marketing tactics nonprofits
can use to market their organizations.
2. Nonprofits must effectively market their causes in
order to reach their target audience.
3. Ask the students, How is the marketing of a non-
profit different from the marketing of a for-profit
product? (Students should be able to identify that
there is little difference between the two.)
Chapter 13 - Marketing: Helping Buyers Buy
PPT 13-16
Marketing Strategies for Nonprofits
1. This slide identifies many ideas for developing a
successful marketing strategy for nonprofit organi-
zations.
2. Regardless of the type or size of the organization,
nonprofits will need marketing strategies and tech-
niques to maximize their effectiveness.
3. Marketing tactics nonprofits may consider as a part
of an overall marketing program include the fol-
lowing: newspaper inserts, cross promotions, pack-
aging promotions, and corporate newsletters.
4. Public relations will play an important role with
recognition and support for building strong com-
munity goodwill. Based on the following statistics,
nonprofit organizations are very successful:
• During the past 10 years the number of re-
porting “public charities” grew by 6.3%
annually.
• The nonprofit sector includes more than 1
million organizations that spend nearly
$500 billion each year—more than the
GDP of Brazil, Russia, or Australia.
• Approximately 6% of all organizations in
the United States are nonprofits, and 1 in
every 15 people works for a nonprofit.
PPT 13-17
How Green Is Green?
