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Class 4 Outline - the conclusion of this section you will...

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Principles of Marketing MKTG 301 010 Fall 2010  Reading Assignment for Class Four – September 23, 2010 This week, you’ll again have only one chapter to read. This is another important one, and it  draws upon a number of other disciplines. Your projects involve consumer behavior, and even  business to business decision making draws upon consumer behavior. This is the first chapter in  the section Understanding the Marketplace, and you’ll be introduced to a number of concepts. At 
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Unformatted text preview: the conclusion of this section, you will have a much better idea of the scope and range of concerns marketers face. From the text: Marketing , 2 nd Edition, by Dhruv Grewal and Michael Levy, you should read Chapter Five: Consumer Behavior. • You should read the entire chapter. • Once you’ve read the chapter, please read and prepare the Chapter Case Study – The Smart Car Prepares to Enter the U.S. Market (pages 177-9)....
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