Market Research to Identify Opportunities–Part 1

This assignment is not due in this unit. 

However, you will start working on Part 1 of the assignment this week and then address Part 2 in Unit 4. You will then submit both parts in one document in Unit 4 Assignment. 

The more we know about our customers, the better we can serve them. Marketers who have a keen understanding of the consumer buying process will have a distinct advantage over their competitors. 

The following Course Outcomes are assessed in this assignment:

MT450-2: Evaluate consumer and business opportunities using market research. 

GEL-1.02: Demonstrate college-level communication through the composition of original materials in Standard English.

Before beginning this assignment, complete the following learning activity about consumer buying behavior, B2B marketing, and marketing research. Be sure to refer to the readings in this unit to assist you in this area.


Read the following chapters in the digital text:

Chapter 3: “Analyzing Consumer Markets” 

This chapter looks at the buying dynamics of individual consumers. 

Chapter 4: “Analyzing Business Markets” 

This chapter looks at the crucial similarities and differences for marketing in business markets. 


Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson.

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