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UNIT 1 - UNIT 1 Unit1: Help After you have completed the...

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UNIT 1 Unit  1:  Marketing Concepts and Practices - Learning Objectives        Help         After you have completed the materials in this unit, you should be able to:   Chapter 1: Introduction to Marketing 1. Define the marketing concept and explain its purpose . 2. Define marketing and the role of the marketing function. 3. Understand the concepts associated with and the fundamental differences  among business philosophies based upon product orientation, selling orientation,  market orientation, and relationship marketing orientation. 4. Appreciate how marketing facilitates exchange by executing marketing  activities that help bridge the natural separations that exist between buyers and  sellers. 5. Develop an appreciation of marketing's impact on society. 6. Recognize marketing's role as a dynamic strategic process that is able to  adapt to changing environmental forces. Chapter 2: Strategic and Marketing Planning 1. Recognize the nature and scope of planning, including the five key elements  that are crucial to planning activities. 2. Understand each of the fundamental steps involved in developing a strategic  plan. 3. Appreciate the fundamentals of marketing planning.
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Chapter 3: Marketing Ethics and Social Responsibility 1. Understand Marketing's contribution to society includes improving the  efficiency and effectiveness of the economic process through the creation of  exchanges, markets, products and trading innovations. 2. Recognize why the self-centered behavior of millions of businesses and  consumers around the world has a detrimental impact on supply and demand. 3. Appreciate the role of personal ethical behavior and theories of marketing  ethics. 4. Understand that rules and regulations govern each element of the marketing  mix. 5. Understand that marketing has a role in promoting worthy public causes and  how cause-related marketing is used to achieve this goal. Chapter 4: International Marketing 1. Understand the importance of international marketing. 2. Recognize the effect of the global environment on international marketing  activities. 3. Understand the process of international market selection. 4. Recognize the different forms of market entry for international markets. 5. Comprehend the international adjustment of the marketing mix. 6. Understand the steps necessary to implement an international marketing  strategy.
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Unit  1:  Marketing Concepts and Practices - Activities        Help         A S  I’m sure you are already aware, this first unit is 8 days  long to get familiar with the course site. However, most of the activities in this unit 
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