Learning Objectives 1. Explain why it is important for marketing managers to understand consumer behaviour. 2. Describe the steps a consumer goes through when buying a product or service. 3. Discuss the main psychological and personal influences on consumer buying behaviour. 4. Describe the key social and cultural influences on consumer buying behaviour. Learning Objectives 1. Identify the types of customers that make up business-tobusiness markets. 2. Discuss the unique characteristics of organizational buying behaviour. 3. Describe how the business-to-business buying process works. 4. Explain the steps in the business-to-business buying decision process. Learning Objectives 1. Explain market segmentation and differentiate among the different forms of market segmentation. 2. Describe the process used and information needed to identify and select target markets. 3. Explain the concept of market positioning and its role in contemporary marketing practice. Pearson Copyright (c) 2019 Pearson Canada Inc. 72