Explain why marketing managers should understand consumer behavior.

Analyze the components of the consumer decision-making process.

Explain the consumers post purchase evaluation process.

Identify the types of consumer buying decisions and discuss the significance of consumer involvement.

Describe how some marketers are reconceptualizing the consumer decision-making process.

Identify and understand the cultural factors that affect consumer buying decisions.

Identify and understand the social factors that affect consumer buying decisions.

Identify and understand the individual factors that affect consumer buying decisions.

Identify and understand the psychological factors that affect consumer buying decisions.

Describe business marketing

Describe trends in B-to-B Internet marketing

Discuss the role of relationship marketing and strategic alliances in business marketing

Identify the four major categories of business market customers

Explain the North American Industry Classification System

Explain the major differences between business and consumer markets

Describe the seven types of business goods and services

Discuss the unique aspects of business buying behavior

Describe the characteristics of markets and market segments

Describe the characteristics of market segments

Explain the importance of market segmentation

Discuss the criteria for successful market segmentation

Describe the bases commonly used to segment consumer markets

Describe the bases for segmenting business markets

List the steps involved in segmenting markets

Discuss the three alternative strategies for selecting target markets

Explain how CRM can be used as a targeting tool

Explain how and why firms implement positioning strategies and how product differentiation plays a role

Define marketing research and explain its importance to marketing decision making.

What are the three roles of marketing research? Give an example of each. When should it be used?

What is secondary data? Give some examples.

What is primary data? When should it be used?

Describe the methods for gathering primary data

Survey Research

beharvational Situations

Experiments

Describe the steps involved in conducting a marketing research project.

Technology

Discuss the profound impact of the Internet on marketing research.

Describe the growing importance of mobile research.

Discuss the growing importance of scanner-based research.

Explain the concept of competitive intelligence.

Explain why marketing research should be conducted