1. Business Essentials 9e Ebert/Griffin Marketing Processes and Consumer Behavior chapter eleven

2. After reading this chapter, you should be able to: 1.Explain the concept of marketing and identify the five forces that constitute the external marketing environment. 2.Explain the purpose of a marketing plan and identify the four components of the marketing mix. 3.Explain market segmentation and how it is used in target marketing. 4.Describe the key factors that influence the consumer buying process. 11-2 Copyright © 2013 Pearson Education

3. After reading this chapter, you should be able to: 5.Discuss the three categories of organizational markets. 6.Explain the definition of a product as a value package and classify goods and services. 7.Describe the key considerations in the new product development process, and explain the importance of branding and packaging. 8.Discuss the marketing mix as it applies to international and small business. Copyright © 2013 Pearson Education 11-3

4. What Is Marketing?  Marketing └ organizational function and a set of processes for creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders Copyright © 2013 Pearson Education 11-4