Study Guide - University of Phoenix
Week 2 Study Guide: Consumer Analysis
Readings and Key Terms
• Ch. 6 of Marketing Management
o Buying decision Process
o External consumer behavior influences (cultural and social)
o Psychological consumer behavior influences (motivation, perception, learning, emotions, memory)
o Personal consumer behavior influences
o Low-Involvement and High-Involvement Buying Decisions
• Ch. 7 of Marketing Management
o Organizational buying situations
o Organizational buying centers
o Organizational buying decision process
• Ch. 8 of Marketing Management
o Demographic segmentation
o Geographic segmentation
o Psychographic segmentation
o Consumer behavior segmentation
o Steps of segmentation
o Segmentation attractiveness
• Ch. 10 of Marketing Management
o Differentiation
o Positioning
o Competitive advantage
o Value proposition
o Perceptual mapping
Content Overview
• Influences of consumer buying behavior
o Cultural variables
o Social variables
o Personal variables
o Psychological influences
o Consumer buying decision-making process
o Buying involvement
• Influences of organizational buying behavior
o Consumer markets versus business, institutional, and government markets
o Buying
o Buying centers
o Organizational buying decision-making process
• Market segmentation and target markets
o Marketing segmentation
• Consumer segmentation
o Demographic: age and generations
o Psychographic: VALS
o Geographic
o Behavioral: benefit, use, and loyalty segmentation
• Organizational segmentation
o Selecting target markets
• Types of market segments
• Market Attractiveness
• Differentiation and positioning
o Competitive advantage
o Types of differentiation
o Positioning strategies
• Perceptual mapping
• Positioning statements
o Selecting target markets
• Types of Market Segments
• Market Attractiveness
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