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
