About This Chapter
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- Start at the beginning, or identify the topics that you need help with.
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- Verify you're ready by completing the Business Marketing and Marketing Research chapter exam.
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Students will review:
In this chapter, you'll learn the answers to questions including:
- How does business buying differ from consumer marketing?
- What are the four different types of business markets?
- How does a basic buying center work?
- What purpose and role does marketing research play in a marketing plan?
- How do I develop a marketing research project?
1. B2B vs. B2C: How Business Marketing Differs from Consumer Marketing
A business-to-business sales situation has numerous key differences from a business-to-consumer situation. Marketing managers must develop a business selling strategy and be aware of the five different aspects of business buying behavior compared to consumer buying.
2. Business Marketing: Producers, Resellers, Governments & Institutions
In this lesson, you will learn about the four different business markets and what makes them different from each other. You will learn how each business market typically buys goods and services and why it is important for marketers to be able to distinguish between these types of markets.
3. Business Buyers: New Buy, Modified Rebuy, Straight Rebuy
A business-to-business sales situation has numerous key differences from a business-to-consumer situation. Marketing managers must understand how a basic buying center works and the different types of rebuy situations.
4. Marketing Research: Definition, Purpose and Role in Marketing Strategy
If you're a business owner, you need to know your clientele. Watch this lesson to understand the purpose and role of marketing research strategy in an overall marketing plan. This might be just the info you need!
5. How to Establish a Marketing Research Project
Most consumers don't realize how much behind-the-scenes research and analysis goes into the marketing of a product. With millions of dollars at stake, marketers must use information available to formulate a key marketing plan, decision or change in strategy.
6. Secondary Data in Marketing Research: Definition, Sources & Collection
Marketing research requires data, and secondary data is often the most convenient and cost-effective option. In this lesson, you'll learn about secondary data, including its sources and how to collect it.
7. What is a Stacked Bar Chart?
A stacked bar chart is a visual representation of data. In this lesson, you will learn how to recognize stacked bar charts and explore examples of their practical uses. A brief quiz is included to allow you to test your understanding.
8. Adverse Selection vs. Moral Hazard
In this lesson, we will look at the terms adverse selection and moral hazard. We will define each term and look at some examples to help better explain how adverse selection and moral hazard occur. The lesson will be concluded with a quiz.
9. What Is Diversification of Business? - Strategies, Definition & Examples
Companies sometimes diversify their business activities to manage risk or expand into new markets. In this lesson, you'll learn about business diversification, different diversification strategies, and be provided some examples. A short quiz follows.
10. What Is a Market Segment? - Definition, Types & Examples
Market segmentation is an alternative to mass marketing and is often more effective. In this lesson, you'll learn what a market segment is, types of market segments, and be provided some examples. A short quiz follows.
11. What Is Primary Data in Marketing Research? - Definition, Sources & Collection
If you ever received a call to participate in a survey, you were part of primary data collection. In this lesson, you'll learn what primary data is, sources of primary data and collection of it. A short quiz follows.
12. Ad Campaign: Strategy & Examples
Companies must find effective ways to market their products and services to current and potential customers. By following the four steps in this lesson, a business owner can create an effective ad campaign.
13. Advertainment: Examples & Overview
Twenty years ago it was hard to avoid commercials. As technology has made it easier to skip commercials, advertisers have found new ways to reach consumers. One of these strategies is the hybrid of an advertisement and entertainment - advertainment.
14. Benefit Segmentation in Marketing: Examples & Overview
Consumers often make purchases based on the value or advantage that they believe a product will provide. In this lesson, you'll learn about benefit segmentation and look at some examples. A short quiz follows the lesson.
15. Brand Awareness: Definition, Strategy, Metrics & Measurement
This lesson discusses brand awareness. Strategies to increase brand awareness are provided and examples of how brand awareness can be measured are also provided.
16. Brand Extension: Definition, Strategy, Failures & Examples
Have you ever looked at a company and wondered how it could expand? What factors should be considered? This lesson takes a look at brand extension and how companies can expand.
17. Brand Message: Examples & Overview
In this lesson, learn what brand messages are and why they are important. You will also find out how to create an effective brand message, and then you can test your knowledge with a quiz.
18. Cross-Sectional Study: Definition, Advantages, Disadvantages & Example
Cross-sectional study captures a population in a single point in time and can help to remove assumptions. In this lesson, you will learn about the features of this tool, consider advantages and disadvantages, and analyze a business and marketing example.
19. Franchisee in Marketing: Definition & Explanation
If you want to start a business, becoming a franchisee has some serious advantages from a marketing perspective. In this lesson, you'll learn a bit about franchises, the parties to them, and how marketing is handled with them. A short quiz follows.
20. Independent Retailer: Definition & Overview
Independent retailers are businesses that are privately owned. They are usually thought of as single-store operations, and they can offer both high risk and high rewards.
21. Influencer in Marketing: Definition & Overview
Influencers have the power to affect purchase decisions of others because of their knowledge, authority, position, or relationships. Influencer marketing targets individuals with influence over potential customers. Learn more about the definition and importance of influencers in marketing, see some examples, and test your knowledge with a quiz.
22. Intangibility in Marketing: Definition & Overview
This lesson discusses the intangible aspect of marketing, including different types of motivators that influence buying decisions. Examples are given of how intangibles are effective in marketing.
23. Laggards in Marketing: Definition & Overview
In this lesson, we'll be looking at laggards in marketing, which are a group of consumers who avoid change. After the lesson, you can test your knowledge with a short quiz.
24. Learned Behavior in Marketing: Definition, Types & Examples
Learned behavior in marketing is a change of behavior following an interaction between a consumer and their environment. Learn more about the importance of learned behavior in marketing, see some examples, and test your new knowledge with a quiz.
25. Marketing Niche: Examples & Overview
If you want to start a business, consider niche marketing to get a foothold. In this lesson, you'll learn what niche marketing is, some of its key concepts, and be provided some examples.
26. Marketing Orientation: Definition & Examples
What do you think of when you hear the term 'marketing?' Many people think that marketing is just another way of saying 'advertising.' But, as we will learn, advertising is just one facet of marketing. Let's take a look at the bigger picture and explore some examples of marketing.
27. Marketing Plan Controls: Examples & Explanation
Marketing plan controls compare actual results to your marketing plan to make sure your efforts are generating the anticipated results. In this lesson, we'll discuss some common marketing controls and how to use them to analyze your marketing efforts.
28. Marketing-Oriented Company: Definition & Examples
Learn what a marketing-oriented company is and how a company can become more marketing-oriented. See examples of marketing-oriented companies, and take a short quiz.
29. Quota Sampling: Definition, Method & Examples
Market researchers and political pollsters often use a non-probability sampling approach to quickly and easily gather data while minimizing costs in time and money. In this lesson, quota sampling will be defined and examples provided.
30. Sales-Oriented Company: Definition & Examples
Find out what a sales-oriented company is and some of the unique characteristics that define these businesses. Learn about the important roles that sales forces play and see some examples of sales-oriented companies.
31. Schedule Variance: Definition, Formula & Calculation
Tracking the status of a project is important in managing any project because the actual schedule may be different from the planned schedule. Schedule variance and how it is applied will be discussed in this lesson.
32. What Are Business-to-Business Sales? - Definition, Process & Techniques
Business-to-business, or B2B, sales differ in many ways from business-to-consumer sales. In this lesson, we'll learn why they differ and how the selling process works when selling to a business customer.
33. What is a Marketing Plan? - Definition & Sample
In this lesson, we will learn what a marketing plan is and why it is so important for a business to have one. We will cover the specific strategies the plan should have in order to help the organization achieve its goals.
34. What Is B2B Marketing? - Definition & Examples
Businesses are customers too. In this lesson, you'll learn about B2B marketing and be provided some examples along the way. You'll also have a chance to take a short quiz.
35. What is Idea Generation? - Definition, Process & Techniques
Businesses all have different ways of working. Some use a process called, 'idea generation' to figure out what works for them. Watch this lesson to explore what idea generation is and examine its processes as well as some techniques.
36. What is Internal Marketing? - Definition & Examples
This lesson explains what internal marketing is and how it benefits employees. We'll also see how it can be used by managers to communicate information with employees. Scenarios in which effective internal marketing is used are included.
37. What is Business Intelligence? - Definition & Examples
Business intelligence (BI) allows a company to learn important information to help gain a competitive advantage. In this lesson, we'll discuss what business intelligence is, how to start a new BI system, and the importance of business analytics.
38. How to Write Marketing Copy
When writing marketing copy, you want to make sure you connect with the audience on an emotional level. Successful marketing copy should be emotional, persuasive, short and to the point.
39. Comparing Traditional Marketing to Digital Marketing & Advertising
In this lesson, we'll learn about digital marketing and traditional marketing platforms. Then, we will go over the pros and cons of each. The right combination of digital and traditional marketing differs depending on the company.
40. Digital Marketing Campaign: Definition & Examples
Learn about what a digital marketing campaign is and how to create one. In this lesson, we follow an extensive examples from planning to development to management. We also cover a number of definitions relating to digital marketing campaigns.
41. Developing an Advertising Campaign to Differentiate Your Brand
In this lesson, we explain how to prepare a creative ad strategy and campaign message that differentiates your product or service from the competition. The right campaign differentiates a brand and builds a preference for a client.
42. Advertising Strategies in Digital Marketing Campaigns
Learn about various strategies you can use for your digital marketing campaigns. You'll see how each has its advantages and disadvantages and learn about one thing that can prevent your marketing campaigns from being successful.
43. Integrating SEO into a Digital Marketing Campaign
After completing this lesson, you'll understand how important it is to incorporate proper SEO into a digital marketing campaign. You'll see how SEO works with SEM, content, and user interactions.
44. Social Media Marketing Channels: Digital Video & Audio
This lesson discusses multimedia advertising in the social media environment. It introduces a variety of promotional platforms and then discusses how each can be used by marketers according to their marketing objectives and goals.
45. Measuring & Tracking Digital Marketing Ads & Campaigns
Complete this lesson to learn how digital campaigns are measured and tracked so site owners can see which campaigns are working and which are not. Learn how Google Analytics provides these necessary features.
46. How to Create a Digital Marketing Plan
In this lesson you'll learn how to write a full digital marketing plan, using a step-by-step process. You'll learn about creating marketing objectives that meet business goals.
47. Using Digital Analytics in Marketing
In this lesson, we'll illustrate how different types of digital analytics can be used to fit the overall marketing strategy that supports an organization's goals. After the lesson, try your hand at the quiz questions.
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Other chapters within the Principles of Marketing: Help and Review course
- Marketing Philosophies and Ethics: Help and Review
- Competitive Advantage: Help and Review
- The Marketing Environment: Help and Review
- International Marketplace: Help and Review
- Consumer Decision Making: Help and Review
- Segmentation and Product Marketing: Help and Review
- Managing a Product and Retailing: Help and Review
- Services Marketing: Tutoring Solution
- Promotion, Advertising and Public Relations: Help and Review
- Selling and Pricing Strategy: Help and Review
- Marketing & Promotion
- Small Business Marketing Strategies
- Overview of Global Logistics & Distribution