I. The Company I. The Company’s Microenvironment Microenvironment II. The Company II. The Company’s Macroenvironment Macroenvironment III. Responding to the III. Responding to the Marketing Environment Marketing Environment
I. Characteristics of Business I. Characteristics of Business Markets Markets II. Model of Business Buying II. Model of Business Buying Behavior Behavior III. Business Buying Situations III. Business Buying Situations and Process and Process IV. Value Building and Relationship IV. Value Building and Relationship Marketing Marketing V. Internal Marketing V. Internal Marketing
I. Levels & Structure of Demand I. Levels & Structure of Demand II. Measuring Current Demand, II. Measuring Current Demand, Area Demand, Future Demand Area Demand, Future Demand III. Sales Forecasting III. Sales Forecasting Techniques Techniques
I. Stages in Market I. Stages in Market Orientation Orientation II. Segmenting Markets II. Segmenting Markets III. Market Targeting III. Market Targeting IV. Positioning IV. Positioning
I. Levels of Product I. Levels of Product II. Classification of Products II. Classification of Products III. Services Marketing III. Services Marketing IV. New Product Development IV. New Product Development V. Test Marketing V. Test Marketing
I. Factors Affecting Price I. Factors Affecting Price Decisions Decisions II. The Market and Demand II. The Market and Demand III. Approaches to setting III. Approaches to setting prices
I. What is a Distribution I. What is a Distribution Channel? Channel? II. Roles of Distribution Channels II. Roles of Distribution Channels III. Designing of Distribution III. Designing of Distribution Channels Channels IV. Distribution Channel IV. Distribution Channel Management Management
I. The Communication Process I. The Communication Process II. Integrated Marketing II. Integrated Marketing Communications Communications III. Advertising III. Advertising
