Course curriculum
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Introduction
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Learning Outcomes
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What is Marketing?
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The Four P's
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Official Definition of Marketing
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Exchange
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Lesson Summary
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Quiz - 1.1
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Four Orientations
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Production Orientation
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Sales Orientation
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Marketing Orientation
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Societal Marketing Orientation
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Summary
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Quiz - 1.2
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The Organization's Focus
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Customer Value
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Elements of Customer Value
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Customer Satisfaction
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Relationship Marketing
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Lesson Summary
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Quiz - 1.3
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Lesson Objectives
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Definition of Ethical Behavior
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Business Ethics
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Three Levels of Ethical Development
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Factors in Ethical Business Decision Making
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Ethical Development in Business
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Lesson Summary
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Quiz - 1.4
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Lesson Objectives
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What is Corporate Social Responsibility?
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Sustainability
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Stakeholder Theory
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Arguments Against Corporate Social Responsibility
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Arguments for Social Responsibility
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Lesson Summary
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Quiz - 1.5
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Cause-Related Marketing
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Pros for Cause-Related Marketing
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Downside of Cause-Related Marketing
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Negative Results from Cause-Related Marketing
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Lesson Summary
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Quiz - 1.6
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Introduction
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Strategic Alternatives
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Four Strategic Alternatives
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Selecting a Strategic Alternative
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Four Quadrants of a Portfolio Matrix
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Four Ways to Allocate Resources for the Matrices
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Lesson Summary
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Quiz - 2.1
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Why Have a Mission Statement?
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How to Develop an Appropriate Mission Statement
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How to Develop an Appropriate Mission Statement
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Step One: The Mission Statement Cannot Be Too Narrow
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Step Two: The Mission Statement Cannot Be Too Broad
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Step Three: The Mission Statement Should Be Balanced
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Lesson Summary
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Quiz - 2.2
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Lesson Objectives
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Mission Statement
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Situational Analysis
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Internal Strengths and Weaknesses
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External Opportunities and Threats
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Lesson Summary
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Quiz - 2.3
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Lesson Objectives
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Competitive Advantage
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Cost Competitive Advantage
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Product/Service Differentiation
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Niche Competitive Advantage
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Lesson Summary
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Quiz - 2.4
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Market Penetration
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Market Development
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Product Development
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Diversification
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Lesson Summary
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Quiz - 2.5
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Learning Outcomes
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Target Market explained
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Identifying Target Markets
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Marketing Mix
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Product Strategies
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Place Strategies
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Promotion Strategies
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Pricing Strategies
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Implementation and Control
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Lesson Summary
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Quiz - 2.6
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The Marketing Mix
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Marketing Mix: Product
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Marketing Mix: Place
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Marketing Mix: Promotion
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Marketing Mix: Pricing
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Lesson Summary
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Quiz - 2.7
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Introduction
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What Is a Marketing Strategy?
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Social Influences
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Legal Influences
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Economical Influences
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Political Influences
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Technological Influences
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Competitive Influences
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Lesson Summary
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Quiz - 3.1
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Introduction
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Culture
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Values
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Attitudes
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Beliefs
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Lesson Summary
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Quiz 3.2
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Marketing Environment
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Consumer Incomes
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Financial Power of Women
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Purchasing Power
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Inflation
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Recession
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Lesson Summary
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Quiz 3.3 -
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Learning Outcomes
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What Is Technology?
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Product Enhancement
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Informing Consumers
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Lesson Summary
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Quiz - 3.4
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Breaking the Law
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Why Are Laws Needed?
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Federal Legislation
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State Laws
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Regulatory Agencies
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Lesson Summary
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Quiz - 3.5
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Competition for Market Share and Sales
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Competitive Analysis
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Key to Competitive Survival
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Lesson Summary
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Quiz - 3.6
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Introduction
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Global Marketing
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Importance of Global Marketing: Opportunity
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Benefits of Global Marketing
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Fears of Global Marketing
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Lesson Summary
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Quiz - 4.1
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Global Internet Marketing
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Pros of Internet and Global Marketing
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Cons of Internet and Global Marketing
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The Marketing Mix
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Lesson Summary
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Quiz - 4.2
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Assessing Global Markets Externally
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Economic
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Infrastructure and Technology
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Government
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Sociocultural Factors
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Lesson Summary
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Quiz - 4.3
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International Marketing Mix
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The First Steps
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Product & Promotion Changes
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Place Changes
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Price Changes
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The Internet and International Marketing Mix
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Lesson Summary
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Quiz - 4.4
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Sam's Sauce Italiano Goes Global
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Exporting
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Licensing
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Franchising
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Contract Manufacturing
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Joint Venture
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Direct Investment
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Lesson Summary
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Quiz - 4.5
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Introduction
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Consumer Behavior
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Consumer Decision-Making Process
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Need Recognition
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Information Search
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Evaluation of Alternatives and Purchase
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Post-Purchase Behavior
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Lesson Summary
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Quiz - 5.1
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Predicting Consumer Behavior
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What Is Consumer Behavior?
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Marketing Strategy and the Four Ps
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Lesson Summary
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Quiz - 5.2
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Associations and Consumer Psychology
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Learning and Consumer Behavior
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Memory
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Building Brand Associations
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Conditioning
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Lesson Summary
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Quiz - 5.3
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What Is a Brand?
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Brand Familiarity and Confidence
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Purchase Involvement
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Brand Familiarity
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Lesson Summary
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Quiz - 5.4
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Post-Purchase Feelings and Behavior
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Cognitive Dissonance
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High-Involvement Purchases
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Post-Purchase Dissonance
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Avoiding Post-Purchase Dissonance
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Dissonance and Marketing Strategy
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Lesson Summary
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Quiz - 5.5
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Consumer Decisions and Strategy
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Types of Consumer Decisions
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Purchase Involvement
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Nominal Decision Making
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Limited Decision Making
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Extended Decision Making
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Lesson Summary
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Quiz - 5.6
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External Influences and Buying Decisions
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Culture and Values
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Social Class
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Reference Groups and Opinion Leaders
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Lesson Summary
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Quiz - 5.7
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Introduction
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Key Differences in Business Marketing
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First Difference - Individual Roles of Buying Center
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Second Difference - Evaluative Criteria
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Third Difference - Buying Situations
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Fourth Difference - Business Ethics
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Fifth Difference - Customer Service
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Lesson Summary
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Quiz - 6.1
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The Four Different Types of Business Markets
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Business Markets Defined
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Business Markets in Action
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Why the Four Business Markets Are Important to Marketers
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Lesson Summary
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Quiz - 6.2
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Business Buying
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Business Buying Centers
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Buying Situations
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Lesson Summary
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Quiz - 6.3
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Marketing Research
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Marketing Research Business Uses
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Identifying and Formulating the Problem
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Research Design & Gathering Primary Data
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Collecting & Analyzing the Data
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Preparing & Presenting the Report
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Following Up
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Lesson Summary
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Quiz - 6.4
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Role-Based Marketing Research
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Why Management Uses Marketing Research
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Improving Quality of Decision-Making
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Tracing Problems
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Keeping Current Customers Happy
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Staying Updated on Current Market
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Lesson Summary
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Quiz - 6.5
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Introduction
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Market Segmentation
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Purpose and Concept of Market Segmentation
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Importance of Market Segmentation
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Criteria for Successful Segmentation
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Lesson Summary
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Quiz - 7.1
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Ways to Segment Consumer Markets
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Geographic Segmentation
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Demographic Segmentation
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Psychographic Segmentation
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Benefit Segmentation
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Usage-Rate Segmentation
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Lesson Summary
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Quiz - 7.2
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Business Markets
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Four Broad Business Market Segments
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Segmenting by Company Characteristics
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Segmenting by Buying Processes
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Lesson Summary
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Quiz - 7.3
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Car Shopping
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Product Positioning
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Product Differentiation
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Perceptual Mapping
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Repositioning
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Lesson Summary
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Quiz - 7.4
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Defining Business Products and the Business Market
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Producers and Resellers
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Governments and Institutions
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Types of Business Products
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Lesson Summary
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Quiz - 7.5
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Consumer Products
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Convenience Products
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Shopping Products
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Specialty Products
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Unsought Products
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Lesson Summary
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Quiz - 7.6
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New Product Introduction
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What Is Product Development?
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How These New Products Come About
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Where the Growth Comes From
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The Cost of Product Development - ROI
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Lesson Summary
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Quiz - 7.7
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What Is a Brand?
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Where Branding Starts
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What Builds Brand Equity
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Lesson Summary
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Quiz - 7.8
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Introduction
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It Starts with a Consumer Need
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New Product Development Process
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Creating the New Product
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Selling the New Product
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Lesson Summary
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Quiz - 8.1
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New Products
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Categories of New Products
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Step 1 - New Product Strategy
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Step 2 - Idea Generation
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Step 3 - Business Analysis
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Step 4 - Development
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Step 5 - Test Marketing
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Step 6 - Commercialization
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Lesson Summary
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Quiz - 8.2
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How to Create a Marketing Mix for Different Cultures
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Cross-Cultural Marketing
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Four Types of Marketing Mix Changes
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Four Types of Marketing Mix Changes: Examples
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Lesson Summary
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Quiz - 8.3
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The Consumer Adoption Process
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The Five Stages of Adoption
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How Marketers Use the Adoption Process
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Lesson Summary
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Quiz - 8.4
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Introduction
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Product Adoption Curve
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Adopter Categories
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Importance of the Product Adoption Curve in Marketing
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Lesson Summary
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FAQs
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Activities
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Quiz 8.5
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Introduction
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Services
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Marketing Services
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Intangibility
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Inseparability
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Heterogeneity
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Perishability
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Product Strategy for Services
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Place Strategy for Services
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Promotion Strategy for Services
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Price Strategy for Services
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Lesson Summary
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Quiz 9.1
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Marketing Has Come a Long Way
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For-Profit and Non-Profit Marketing
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How the Two Compare
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Breaking Down the Four Ps
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Lesson Summary
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Quiz 9.2
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What is a Marketing Channel?
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Providing Specialization/Division of Labor
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Overcoming Discrepancies
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Lesson Summary
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Quiz 9.3
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Channel Intermediaries: Definition
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Merchant Wholesaler
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Agents and Brokers
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Channel Functions of Intermediaries
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Lesson Summary
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Quiz - 9.4
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Channel Power
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Channel Conflict
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Horizontal Conflict
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Vertical Conflict
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Lesson Summary
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Quiz - 9.5
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Supply Chain Integration
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Relationship Integration
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Measurement Integration
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Technology/Planning Integration
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Material and Service Supplier Integration
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Internal Operations Integration
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Customer Integration
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Lesson Summary
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Quiz - 9.6
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Introduction
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Marketing Communication
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The Sender and Encoding
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Message Channel
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The Receiver and Decoding
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Feedback
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Lesson Summary
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Quiz - 10.1
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Purpose of Promotion
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Informing
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Persuading
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Reminding
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Lesson Summary
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Quiz - 10.2
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Marketing Mix: Promotion
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The AIDA Model
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The AIDA Model: Attention
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The AIDA Model: Interest
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The AIDA Model: Desire
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The AIDA Model: Action
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Lesson Summary
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Quiz - 10.3
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Integrated Marketing Communication
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IMC Plan - Advertising
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IMC Plan - Public Relations
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IMC Plan - Sales Promotion
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IMC Plan - Personal Selling
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Lesson Summary
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Quiz - 10.4
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The Promotional Mix
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Advertising
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Public Relations
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Sales Promotion
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Personal Selling
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Lesson Summary
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Quiz - 10.5
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Advertising
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Advertising and Market Share
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More Effects of Advertising on Consumers
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Lesson Summary
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Quiz - 10.6
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The Advertising Ninja Apprentice
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Institutional Advertising
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Product Advertising
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Comparative Advertising
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Competitive Advertising
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Lesson Summary
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Quiz - 10.7
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Media Campaigns
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Types of Media
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Newspapers
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Magazines
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Radio
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Television
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Outdoor Media
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Internet and Alternate Media
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Evaluating Media
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Lesson Summary
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Quiz - 10.8
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Public Relations and Advertising
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Public Relations Goals and Functions
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Example of Public Relations
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Lesson Summary
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Quiz - 10.9
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Public Relations
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Publicity
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Public Relation Tools
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Lesson Summary
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Quiz - 10.10
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Sales Promotion
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Characteristics of Sales Promotion
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Lesson Summary
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Quiz - 10.11
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Sales Promotion
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Consumers and Sales Promotion
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Objectives of Sales Promotion
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Lesson Summary
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Quiz - 10.12
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Trade Sales Promotion
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Persuading Retailers
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Encouraging Promotion
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Maintaining Stock
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Lesson Summary
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Quiz - 10.13
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Customer Relationship Management
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Identifying the Best Customers
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CRM and Technology
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Lesson Summary
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Quiz - 10.14
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Introduction
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Basics of Relationship and Traditional Selling
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Key Differences of Relationship and Traditional Selling
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Key Difference #1: Consulting
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Key Difference #2: Consumer Interest
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Key Difference #3: Planning
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Key Difference #4: Problem Solving
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Key Difference #5: Teams
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Key Difference #6: Product Benefits
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Key Difference #7: Follow-Up
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Lesson Summary
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Quiz - 11.1
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Personal Selling
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Benefits of Personal Selling
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Personal Selling Steps
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Generating Leads
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Qualifying Leads
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Approaching the Customer and Probing Needs
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Developing and Proposing Solutions
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Handling Objections
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Closing the Sale
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Following Up
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Lesson Summary
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Quiz - 11.2
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Profit-Orientation Pricing Objective
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Sales-Orientation Pricing Objective
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Competitor Pricing Orientation
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Customer Pricing Orientation
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Team Results
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Lesson Summary
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Quiz - 11.3
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Price and Pricing Strategies
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Profit-Oriented Pricing Objectives
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Sales-Oriented Pricing Objectives
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Status Quo Pricing Objectives
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Lesson Summary
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Quiz - 11.4
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Cheap or a Good Deal?
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Pricing Strategy: Everyday Low Price
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Pricing Strategy: High/Low Pricing
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New Product Pricing Strategies
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Lesson Summary
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Quiz - 11.5
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Being in Demand
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Supply and Demand
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How Supply and Demand Establish Prices
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Elasticity of Demand
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Lesson Summary
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Quiz - 11.6
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Marketing Mix 4Ps: Pricing
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Basic Costs
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Costs Per Unit
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Markup Pricing
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Profit Maximization Pricing
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Break-Even Pricing
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Other Forms of Pricing
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Lesson Summary
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Quiz - 11.7
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How to Price a New Product
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Price Skimming
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Penetration Pricing
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Status Quo Pricing
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Quiz - 11.8
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Lesson Summary
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Adjusting Base Price
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Pricing Discounts
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Promotional Allowances
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Rebate
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Lesson Summary
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Quiz - 11.9
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Pricing Based on Type of Economy
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Inflation: Cost-Oriented Tactics
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Recession Pricing Tactics
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Lesson Summary
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Quiz - 11.10
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Exam Instructions
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FINAL EXAM
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About this course
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