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Unformatted text preview: Chapter 6: • The nature and size of organizational markets • Describe the key characteristics of organizational buying that distinguish it from consumer buying Chapter 7: • Marketing in a borderless economic world • Global environmental scan • Global market-entry strategies • Crafting a worldwide marketing program Chapter 8: • The function of marketing research • How is information about prospective customers linked to marketing strategy and decisions? Management 103, Fall 2011 Tina Klein, Ph.D. • The 5-Step marketing research approach Chapter 9: • The process of segmenting and targeting markets • Positioning products Chapter 10: • Why do new products succeed or fail? • The new-product process Chapter 11: • Managing existing products • The product life cycle • Branding Chapter 12: • The uniqueness of services • Managing existing services...
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This note was uploaded on 12/11/2011 for the course MGT 103 taught by Professor Nelson during the Fall '08 term at UCSD.
- Fall '08