Students learn the importance of segmentation and targeting. In addition, students understand the concept of differentiation and positioning. Consumer Behavior and Business Behavior Market Information and Research Students learn the steps in the consumer Buying-Decision Process and understand the factors that affect the buying process. Market research and ways to gather marketing information is introduced. Week 8 Chapter 10 Brands, Packaging and Labeling Students learn what a brand is and how brand names are chosen.
Students learn how companies identify branding strategies.
In addition, packaging and labeling is introduced and how companies choose brand names. Students learn about the new product adoption process. Students are introduced to the Product Life Cycle and learn how the PLC is applied in marketing. Week 11 Chapters 12 and 13 Pricing Strategy Students are introduced to pricing strategy. Students learn how companies set a price and the factors that influence this decision.