Learning Goal: I’m working on a management discussion question and need an explanation and answer to help me learn.
Using your HBS coursepack, review the following core marketing readings:
This reading identifies the importance of understanding the marketing research process and the techniques used to make better marketing decisions. New data sources and the growing popularity of business analytics have increased the importance of marketing analytics. The following three sections of the reading are presented and explained, and examples and illustrations of each are provided:
Effective marketing managers understand when and how to obtain information about customers, competitors, the industries in which they compete, and other factors that affect their marketing decisions. This reading provides some of the most relevant tools for accomplishing this objective, whether for strategic or tactical decisions.
Consumer Behavior and the Buying Process
The overarching goal of this core reading is to understand the psychology that influences and impacts the way in which consumers buy goods and services. In the process, it is intended to do the following:
Segmentation and Targeting
The purpose of this reading is to help develop an understanding of segmentation and targeting as fundamental concepts in marketing. You will learn the primary variables used in both consumer and business market segmentation; how segmentation is done; and why and how organizations choose to target particular segments. The material in this reading draws on seminal academic research, but emphasizes real-world examples.
Following your review, prepare responses to the following discussion questions:
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