chapter 1
What is MARKETING and THE MARKETING PROCESS?
UNDERSTANDING CUSTOMERS AND MARKETS. The FIVE CORE MARKETING CONCEPTS. The KEY ELEMENTS OF A CUSTOMER DRIVEN MARKETING STRATEGY. CHAPTER 2.
What is company - wide strategic planning and its four steps?
What is marketing role in startegic planning? What are the marketing management functions? Chapter 3.
What are the environmental forces that affect a company's ability to serve its customers?
How do changes in the demographic and economic environments affect marketing decisions? What are the key change in the political and cultural environments?