The Market Is People
28
Buyer Behavior and Exchange
74
The Market Is a Place
29
Buyer Behavior as Problem Solving
75
The Market Is an Economic Entity
29
The Decision Process
76
Types of Markets
30
Influencing Factors of Consumer Behavior
82
Consumer Markets
30
Organizational Buyer Behavior
91
Industrial Markets
30
Characteristics of Organizational Buying
91
Institutional Markets
30
Stages in Organizational Buying
93
Reseller Markets
30
Summary
98
Approaching the Market
31
Marketer's Vocabulary
98
The Undifferentiated Market (Market Aggregation)
32
Discussion Questions
99
Product Differentiation
33
Project
99
The Segmented Market
34
Case Application: Customer Satisfaction Still Matters
99
The Strategy of Market Segmentation
45
References
100
Summary
49
Marketer's Vocabulary