Business Essentials, 12/e

Questions & Exercises

Questions For Review

1. 11-1. What are the five forces in the external marketing environment?

2. 11-2. What is the difference between value and utility?

3. 11-3. What is market segmentation and how is it used in target marketing?

4. 11-4. How does the buying behavior of consumers differ from buyers in organizational markets?

Questions for Analysis

1. 11-5. Select three everyday products (personal fitness training, CDs, dog food, cell phones, coffee, or shoes, for example). Show how these different products might be aimed toward different ...