Analysis of Consumer Markets

Firms need to research the consumer market to find answers to the questions:

1. Who constitutes the market (occupants0
2. what the market buys (objects)
3. Why the market buys (objectives)
4. Who participates in the buying
5. How the market buys (operations)
6. When the market buys (occasions)
7. Where the market buys (outlets)

Marketing Management by Kotler, Philip (9th Edition)
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