- recognize that a successful marketing strategy is built on positive customer relationships
- identify the elements of the marketing mix (e.g., product, price, place, and promotion)
- describe the wide scope of marketing— business-to-consumer, business-to-business, industrial, nonprofit, personal, government, and electronic
- describe the importance of marketing in a global economy
- describe the role of the marketing system in a developing nation’s economy
- analyze the differences between a production-oriented company, a sales-oriented company, and a marketing-oriented company
- analyze the differences between transactional marketing and relationship marketing
- describe the opportunities created by the Internet
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