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Buying-Process Stages
What you’ll learn to do: describe the stages of the buying process Take a moment to think about ...
Using Marketing Information
What you’ll learn to do: use marketing information to inform the marketing strategy After you wo...
Customer Relationship Management (CRM) Systems
What you’ll learn to do: explain how customer relationship management (CRM) systems can help orga...
Marketing Data Sources
What you’ll learn to do: Identify major sources of available marketing data Marketing informatio...
Marketing Research Techniques
What you’ll learn to do: recognize alternative techniques for conducting marketing research, incl...
The Marketing Research Process
What you’ll learn to do: outline a standard process for using marketing information and research ...
Types of Marketing Information
What you’ll learn to do: describe key types of marketing information including internal data, com...
Importance of Marketing Information
What you’ll learn to do: explain the role of marketing information in helping organizations under...
Ethical Marketing Issues
Describe the types of ethical and social responsibility issues that marketing must address We wi...
Customer Relationships
Explain how the development and maintenance of customer relationships are an essential part of an...
Examples of Corporate Strategies
Give some examples of corporate strategies It can be challenging to get a handle on an abstract ...
Strategic Planning Tools
Show how common analytic tools are used to inform the organization’s strategy When a company is ...
Marketing Strategy Mechanics
Explain the inputs and components of a marketing strategy The company strategy and objectives pr...
Evaluate Alignment of Marketing Strategies
Evaluate how marketing strategies align with corporate strategies Most of this course will focus...
Targeting and Marketing Mix
Explain how targeting influences each element of the marketing mix Segmentation helps you decide...
Segmentation Decisions
Explain the process of selecting an appropriate segmentation approach and deciding which customer...
Common Segmentation Approaches
Describe common segmentation approaches The next section of this module walks through several co...
Segmentation and Targeting Rationale
Explain the purpose of segmentation and targeting in marketing Segmentation and targeting are es...
Segmentation and Targeting Introduction
Briefly explain the concepts of segmentation and targeting We have established that the customer...
Why Customers Matter?
Who Are Customers, and Why Do They Matter? Marketing exists to help organizations understand, re...