| Business: A Changing World, 4/e O.C. Ferrell,
Colorado State University Geoffrey Hirt,
DePaul University
Dimensions of Marketing Strategy
Learning ObjectivesAfter reading this chapter, you should be able to: Describe the role of product in the marketing mix, including how products are developed, classified, and identified. Define price and discuss its importance in the marketing mix, including various pricing strategies a firm might employ. Identify factors affecting distribution decisions, such as marketing channels and intensity of market coverage. Specify the activities involved in promotion, as well as promotional strategies and promotional positioning. Evaluate an organization's marketing strategy plans.
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