Objectives Course Organization Tasks of Marketing Major Concepts Tools of Marketing Marketplace Orientations Marketing's Responses to New Challenges

Product Characteristics Building Managing the Product Mix& Product Lines Brand decisions Packaging& Labeling

Types of Costs Fixed Costs Variable costs (Overhead) Costs that don°t Costs that do vary vary with sales or directly with the production levels level of production

Objectives a Retailing n Wholesaling a Market logistics

Objectives Developing Managing an Advertising Program Deciding on Media Measuring Effectiveness Sales Promotion Public relations

High Performance Business Set strategies to satisfy key. Stake- holders By improving Processes critical business and Resources aligning a Organization

Research Approaches observational Focus-group Survey Behavioral Experimental C2000 Prentice Hall

Analyzing Consumer Markets and Buying Behavior Marketing Management Tenth edition Philip Kotler

Analyzing Competitors Objectives Strategies Competitor Actions Reaction Patterns Strengths Weaknesses

Services Differentiation Ordering Customer Installation Ease Consulting Delivery Customer Maintenance Training/& Repair