Business Environment and Marketing Research

Section 2 – Market Research & Targeting (Module 2)

•   Market Research

◦                   Research Methods & Data Mining

◦                   Market Research Process

•   Consumer Behavior

◦                   B2C vs. B2B

◦                   Consumer Decision Making Process

◦                   Factors Affecting B2C and B2B consumer behavior

•   Market Segmentation

◦                   Market Segmentation Concepts

◦                   Segmentation Process

◦                   Segmentation Strategies

•   Target Marketing