Page 118 - Foundations of Marketing

Marketing Research and

Target Markets

PART 2 examines how marketers use information and 4: Marketing Research and

technology to better understand and reach customers. Information Systems
5: Target Markets:
CHAPTER 4 provides a foundation for analyzing buyers
Segmentation and
through a discussion of marketing information systems Evaluation

and the basic steps in the marketing research process.
Understanding elements that affect buying decisions

enables marketers to better analyze customers’ needs

and to evaluate how specifi c marketing strategies can
satisfy those needs. CHAPTER 5 deals with selecting and

analyzing target markets, which is one of the major steps

in marketing strategy development.

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