Straight rebuy and modified rebuy strategies

 Briefly discuss the straight rebuy and modified rebuy strategies. What are the

similarities and differences? When might it be beneficial to use one approach over
the other?6-4 List the participants in the business buying process. What factors influence the
buying decision?7-1 Why have companies moved away from mass marketing and toward target
marketing? Outline the steps in a customer value-driven strategy.7-2 How is demographic segmentation used in consumer markets? Provide an
example where marketers have used demographic segmentation.7-4 There are many ways to segment a market, but not all segmentations are
effective. Explain the five requirements for effective market segmentation7-19 Using the full spectrum of segmentation variables, describe how Virgin
America segments and targets the market for airline services7-20 Which market targeting strategy is Virgin America following? Justify your
answer7-21 Write a positioning statement for Virgin America.