Analyze the role of marketing research in decision making.

identify the reasons for conducting market research differentiate between primary and secondary sources of data identify sources of secondary data (e.g., electronic and library) identify the methods for collecting primary data (e.g., focus groups and surveys) describe the procedures for conducting marketing research analyze the validity and reliability of market data collected

               

Public Relations and Publicity

identify various forms of public relations activities differentiate between public relations activities (which are largely control-lable) and publicity (which is largely uncontrollable) describe a crisis management plan to respond to unfavorable publicity

               

Products and Services – PLACE

examine direct and indirect channels of distribution (e.g., wholesaler, agent, and broker) and when each is most appropriate to use describe evolving technologies (e.g., the Internet) as a channel of distribution identify the most efficient means (e.g., cost benefit analysis) for distributing different types of products and services define channel power and describe how companies Read More…

               

Products and Services – SERVICE EXTENSIONS

identify examples of service extensions (e.g., product warranty, technical support, or service contract) explain the need for comprehensive marketing of extended services explain the concept of service extensions and their role in differentiating a firm’s offerings

               

Products and Settings – PRODUCT MIX

define product mix illustrate how product mix is impacted by consumer demand apply the tools of product portfolio analysis explain the advantages and disadvantages of extending product lines explain the advantages and disadvantages of product line diversification

               

Products and Services – BRANDING

identify qualities of an effective brand explain the impact of brands on consumer behavior examine reasons for consumers to have brand loyalty

               

Products and Services – PACKAGING

explain ethical and socially responsible considerations of packaging identify packaging options for different market segments analyze functionality of packaging options illustrate package design as a product feature use packaging as an advertising tool identify cultural issues that may affect international product packaging

               

Products and Services – NEW PRODUCT DEVELOPMENT

describe the process for new product and service development (e.g., conception, development, and test marketing) identify ethical issues associated with product development examine global opportunities for new products describe the management process of new-product development

               

TECHNOLOGY

explain the importance of having a technological edge over the competition (e.g., faster to market with new products) determine new ways of marketing products using emerging and evolving technologies analyze the cost benefit of different technological approaches to marketing (e.g., electronic versus print media) examine the advantages and disadvantages of a heavy reliance on technological Read More…

               

CULTURE

describe ways cultural differences, both domestic and international, affect market-ing activities analyze ways in which marketers may respond to the concerns of cultural groups analyze the ways in which changing cultural characteristics (e.g., aging popu-lation, single-person households, and mobility) impact marketing

               

STAKEHOLDERS

identify special interest groups concerned with marketing policy (e.g., stockholders, consumer groups, labor groups, and environmental groups) describe the ways in which special interest groups influence marketing (e.g., pressure from government and labor groups) analyze ways in which marketers may respond to the concerns of special groups analyze the cost benefit of different technological approaches Read More…

               

COMPETITIVE ENVIRONMENT

describe ways competition affects marketing decisions identify how technology affects competition and marketing decisions explain competitive situations (e.g., monopolistic, oligopolistic, and pure competition) and the impact they have on marketing decisions describe the ways marketing strategies are altered to meet competition analyze the ways in which marketers may respond to the concerns of special groups

               

ECONOMIC ISSUES

determine the ways in which economic conditions, both domestic and interna-tional, affect marketing analyze the impact of changing economic conditions on marketing strategies

               

GOVERNMENT AND LEGAL REGULATIONS

identify specific regulations/laws and their impact on marketing describe the impact of specific marketing regulations/laws on both domestic and international business analyze the effects of marketing regulations/ laws on specific industries