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Chapter 5:

Maslow Hierarchy Of Needs.

Perception

Learning, Attitudes

Decision Making Process

Post Purchase Behavior (e.g. Cognitive dissonance)

Adoption Curve

Industrial Consumer

Characteristics

Derived Demand

Inelastic Demand

Buying Center

Buying Situation (e.g. Straight Rebury)

E-Procurement

Pages: 168-175, 176-180, 184



Chapter 6:

Consumer Driven Strategy – STDP

Major Segmentation Variable. (E.g. Demographic is/graphic, psychographic, behaviors)

Differentiated/Undifferentiated, Concentrated Marketing

Niche, One for all, Different for different

Differentiation: Product, Service, Channel

Value Proposition

Pages: 192-204, 212-214



Chapter 7:

What is a product (goods and services)

Levels of a product

Types of Consumer product (e.g. Convenience, shopping, unsought and specially)

Industrial Product

Product Mix, Product Width and Product length

Brand name and brand characteristics

Cobranding

Service characteristics (intangibility, variability perishability, inseparability)

Pages: 224-237, 248