chapter 5

Explain how marketers increase long-term success and profits by practicing customer relationship management.

5.2Understand Big Data, data mining, and how marketers can put these techniques to good use.

5.3Describe what marketing analytics include and how organizations can leverage both marketing analytics and predictive analytics to improve marketing performance.

5.4Identify how organizations can use marketing metrics to measure performance and achieve marketing control.

chapter 6

1.Define consumer behavior and explain the purchase decision-making process.

6.2Explain how internal factors influence consumers' decision-making processes.

6.3Show how situational factors and consumers' relationships with other people influence consumer behavior.

4 Understand the characteristics of business-to-business markets and business-to-business market demand and how marketers classify business-to-business customers.

6.5Identify and describe the different business buying situations and the business buying decision processes including the use of e-commerce and social media.