Page 176 - Foundations of Marketing

Customer Behavior

and E-Marketing

6: Consumer Buying Behavior
PART 3 continues the focus on the customer. Understanding
7: Business Markets and
elements that affect buying decisions enables marketers to
Buying Behavior
analyze customers’ needs and evaluate how specifi c market-
8: Reaching Global Markets
ing strategies can satisfy those needs. CHAPTER 6 exam-
9: E-Marketing, Digital Media,
ines consumer buying behavior, their decision processes, and Social Networking
and the factors that infl uence buying decisions. CHAPTER 7

stresses business markets, organizational buyers, the buy-

ing center, and the organizational buying decision process.
CHAPTER 8 looks at how marketers can reach global mar-

kets and the actions, involvement, and strategies that market-
ers employ internationally. CHAPTER 9 examines how online

social networking and digital media have affected marketing

strategies with the creation of new communication channels,
and the customer behavior related to these

emerging technologies and trends.

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