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• Основные стратегические варианты
The role of marketing in the company .......................................
18
1.3Strategik marketing (1)1.2.
The role of marketing in the company .......................................
18
1.3.
The role of marketing in a market economy ..............................
21
1.4.
Changing the priority role of marketing ....................................
26
Questions for control and discussion..........................................
32
CHAPTER 2. MARKETING AND MEETING NEEDS ..............................
33
2.1.
Human needs ..............................................................................
33
2.2.
Motivation of an individual buyer .............................................
37
2.3.
Typology of human needs ..........................................................
41
2.4.
Motivation of the industrial buyer .............................................
48
Questions for control and discussion..........................................
54
CHAPTER 3. ANALYSIS
OF
NEEDS
BY
MARKET
SEGMENTATION ..................................................................
55
3.1.
Analysis of macrosegmenting ....................................................
55
3.2.
Macrosegmentation analysis ......................................................
63
3.3.
Implement a segmentation strategy ............................................ 69
Questions for control and discussion..........................................
74
CHAPTER 4. ANALYSIS OF MARKET ATTRACTIVENESS ................
75
4.1.
Basic concepts of demand analysis ............................................
75
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