MGMT 5063 Week 2 Session Two Discussion: Consumer and Business Markets
“The aim of marketing is to meet and satisfy target customers’ needs and wants better than competitors” (Kotler & Keller, 2012. p. 151). Getting into the psyche of the consumer is a primary goal of marketers. First, access the simulation link to complete the business to business marketing exercise.
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Discuss the following:
- How does a buyer’s characteristics influence buying behavior? Provide an illustration using one of your own past experiences.
- Consider IKEA, assess their success to reach customers in different markets. What else could it be doing?
- How does the business market differ from the consumer market?
- What are the differences or similarities in the decision-making processes between business buyers and consumers?
Course: MGMT 5063 Marketing Management
School: Southern Wesleyan University
- : 17/01/2018
- : 2