Marketing Case
Essay by slickerita • June 3, 2013 • Study Guide • 255 Words (2 Pages) • 1,122 Views
Week Five Student Guide
Your knowledge of marketing now includes marketing research, the marketing mix, and marketing strategy, including the 4 Ps of marketing. Week Five examines the dynamic environment of marketing.
Now that you have a basic comprehension of marketing concepts, it is important for you to develop an understanding of the effect of modern-day trends and environmental factors on marketing. In addition, you explore the importance of social responsibility and ethics in marketing.
The Dynamic Environment of Marketing
OBJECTIVE: Identify environmental factors that affect marketing decisions.
Resources: Ch. 3 & 13 of Marketing Management and Ch. 15 of Marketing: An Introduction
Content
* Ch. 3: Collecting Information and Forecasting Demand of Marketing Management
o Components of a Modern Marketing Information System
o Internal Records
o Marketing Intelligence
o Analyzing the Macroenvironment
o Forecasting and Demand
o Measurement
* Ch. 13: Designing and Managing Services of Marketing Management
o The Nature of Services
o The New Services Realities
o Achieving Excellence in Services Marketing
o Managing Service Quality
o Managing Product-Support Services
* Ch. 15: The Global Marketplace of Marketing: An Introduction
o Global Marketing Today
o Looking at the Global Marketing Environment
o Deciding Whether to Go Global
o Deciding Which Markets to Enter
o Deciding How to Enter the Market
o Deciding on the Global Marketing Program
o Deciding on the Global Marketing Organization
OBJECTIVE: Explain the impact of technology on marketing.
Resource: Ch. 3 of Marketing Management
Content
* Ch. 3: Collecting Information and Forecasting Demand of Marketing Management
o Components
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