Study_Guide_Exam_1-501 - The Marketing Research Process •...

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Review- Exam 1 Chapter 1 The importance of Marketing The scope of Marketing Core Marketing Concepts Company Orientation toward the Marketplace Chapter 2 Marketing and Customer value Corporate and Division Strategic Planning Product Planning: The nature and contents of a Marketing Plan Chapter 3 Components of a modern Marketing Information System Internal Records and Marketing Intelligence The Demographic Environment Other Major Macroenvironments Chapter 4 The Market Research System
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Unformatted text preview: The Marketing Research Process • Measuring Marketing Productivity • Forecasting and demand measurement Chapter 9 • What is brand equity? • Building Brand Equity • Devising a Branding Strategy Chapter 10 • Developing & Communicating a Positioning Strategy • Differentiation Strategies • Product life- Cycle Marketing Strategies Chapter 11 • Competitive Forces • Identifying Competitors • Analyzing Competitors • Competitive Strategies for Market Leaders...
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  • Spring '11
  • sda
  • Marketing, modern marketing information, Marketing Core Marketing Concepts Company Orientation, Marketing Core Marketing, Marketing Productivity Forecasting, Major Macroenvironments Chapter

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