week 2 assignment

1. MKT 571 Marketing
Week Two Content Outline: Buyer Behavior
OBJECTIVE: Analyze how organizations build strong customer relationships and customer value
through marketing.
Resource: Ch. 4 of A Framework for Marketing Management
Content
• Creating Customer Value, Satisfaction, and Loyalty (pp. 63-82)
OBJECTIVE: Explain the factors that influence consumer purchasing decisions.
Resource: Ch. 5 & 6 of A Framework for Marketing Management
Content
• Analyzing Consumer Markets (pp. 83-100)
• Analyzing Business Markets (pp. 101-115)
OBJECTIVE: Analyze how markets are segmented to form target markets.
Resource: Ch. 7 of A Framework for Marketing Management
Content
• Identifying Market Segments and Targets (pp. 116-134)
OBJECTIVE: Explain the important decisions involved in developing branding strategies.
Resource: Ch. 8 & 9 in A Framework for Marketing Management
Content
• Creating Brand Equity (pp. 135-153)
• Creating Positioning and Dealing with Competition (pp. 154-176)