Analyzing Consumer Markets and Buying Behavior Marketing Management Tenth edition Philip Kotler

Problem Recognition Recognition General Need Description Info Product Specification Search/ Supplier Search Eval Proposal Solicitation Purchase Supplier Selection

Analyzing Competitors Objectives Strategies Competitor Actions Reaction Patterns Strengths Weaknesses

Services Differentiation Ordering Customer Installation Ease Consulting Delivery Customer Maintenance Training/& Repair

Why New Products Fail “ Over Championing” Overestimated demand Poor Design Poor Marketing execution High development Costs Strong Competitive Reaction C2000 Prentice Hall

山东第一医科大学（泰山医学院）：《市场营销学》课程教学资源（授课教案）导论2/2

山东第一医科大学（泰山医学院）：《市场营销学》课程教学资源（授课教案）导论1/2

山东第一医科大学（泰山医学院）：《市场营销学》课程教学大纲（负责人：许彦彬）

Bases for Segmenting Consumer Markets Geographic Region, City or Metro Size,Density, Climate Demographic Age, Gender, Family size and Life cycle, Race, Occupation or Income Psychographic Lifestyle or Personality

Macroenvironmental forces World trade enablers Asian economic power Rise of trade blocs International monetary crises Use of barter countertrade Move towards market economies Global lifestyles C2000 Prentice Hall