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:

  1. How does a buyer’s characteristics influence buying behavior? Provide an illustration using one of your own past experiences.
  2. Consider IKEA, assess their success to reach customers in different markets. What else could it be doing?
  3. How does the business market differ from the consumer market?
  4. 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
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