Business Essentials, 12/e

Part 4 Principles of Marketing: Building Relationships with Customers for Competitive Advantage

Chapter 11 Marketing Processes and Consumer Behavior

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As consumers, we are the forces that drive marketing. But those same marketing campaigns push us to make buying decisions without us even knowing it.

Learning Objectives

After reading this chapter, you should be able to:

1. 11-1 Explain the concept of marketing and identify the five forces that constitute the external marketing environment.

2. 11-2 Explain the purpose of a marketing plan and identify its main components.

3. 11-3 Explain market segmentation and how it is ...