Chapter (11)

Marketing Processes and Consumer Behavior ‫هااااااااام‬

Chapter objectives
- In this chapter we will discuss marketing basics like the marketing plan and
components of the marketing mix, target marketing and market segmentation
- explore key factors that influence consumer and organizational buying
processes
- identify the five forces that constitute the external marketing
environment.
- Marketing plan and its components
- market segmentation and how it is used in target marketing
- the purpose of marketing research and compare the four marketing
research methods.
- the consumer buying process and the key factors that influence that
process.
- the marketing mix as it applies to small business.

Chapter definitions
Marketing
- organizational function and a set of processes for creating,
communicating, and delivering value to customers, and for managing
customer relationships in ways that benefit the organization and its
stakeholders, (. The American Marketing Association defines marketing
as “activities, a set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large)
. ‫ وعمليات‬، ‫ ومجموعة من المؤسسات‬، ‫تُعرِّف جمعية التسويق األمريكية التسويق بأنه "أنشطة‬
‫إلنشاء العروض التي لها قيمة للعمالء والشركاء والمجتمع ككل والتواصل بشأنها وتقديمها‬
‫وتبادلها‬

Delivering Value