• 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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