ETHICAL ISSUES

identify ethical issues and their impact on marketing differentiate between ethical and unethical marketing practices identify the differences in ethical standards in international markets explain how unethical behavior can lead to government regulations compare and contrast legal and ethical marketing practices describe a code of ethical behavior for marketing

SEGMENTATION AND TARGET MARKETS

define market segmentation and describe how it is used identify the tools of market segmentation (e.g., demographics, pyschographics, and geographics) explain ways that segmentation can be used to identify target markets describe variables used to create customer profiles (e.g.. usage level, brand loyalty, and benefits derived)

CHARACTERISTICS OF CONSUMER BEHAVIOR

describe the impact of consumer differences (e.g., life stages and socioeconomic characteristics) on buying decisions differentiate between ultimate consumers and other types of consumers (e.g., government, business, industry, and nonprofit) describe characteristics of the changing domestic and global population (e.g., demographics. psychographics, geographics, and sociographics) differentiate between rational (cognitive) and emotional (affective) buying motives examine Read More…

FOUNDATIONS OF MARKETING

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 marketingā€” 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 Read More…