This workbook will enable managers to:
· understand the meaning and importance of the market and the marketing approach;
· understand the marketing mix, and how an organization's resources are used to satisfy customers' needs;
· adopt the marketing approach and apply it to their everyday activities.
|Publisher:||Taylor & Francis, Inc.|
|Product dimensions:||8.27(w) x 11.69(h) x (d)|
Table of Contents
SESSION A: UNDERSTANDING THE MARKET; Introduction; The market and competition; Product life-cycles; The marketing approach; Summary; SESSION B; THE MARKETING MIX; Introduction; The elements of the marketing mix; The people factor in the marketing mix; Summary; SESSION C: THE RIGHT PRODUCT AT THE RIGHT PRICE; Introduction; The product; The product range; The right price; Product quality; Summary; SESSION D: THE RIGHT PLACE THE RIGHT TIME AND THE RIGHT WAY; Introduction; The right place; The right time; The right way: promotion; The right way: selling; Summary;