Chapter_Content_Guideline_Fall_2009_[1]

Chapter_Content_Guideline_Fall_2009_[1] - The topics stated...

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The topics stated in this document are by no mean exhaustive. This said, it may help you guide your studying for both the midterm and the final exam. Topics from Textbook Chapter ‘Central’ Topics for Examination Introduction 1 Model of the marketing process Key elements of a customer-driven strategy Customer Relationship Management (N.B. To be complemented by coverage in subsequent chapters.) Company & Marketing Strategy The Marketing Environment 2 3 The 4 steps in strategic planning Role of Marketing in strategic planning The company’s macro-environment 6 The company’s micro-environment 6 Managing Marketing Information 5 Components of a marketing information system 4 Steps in the Marketing Research process 6 4 Major factors that influence consumer buyer behaviour Buying Decision Process for a new products
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Chapter_Content_Guideline_Fall_2009_[1] - The topics stated...

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