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Learn the distinction between marketing consumer products and industrial business-to-business products and what information and analyses are needed to help you become target marketers.
You also will be introduced to the Marketing Essentials Audit, which is an assessment tool used to identify marketing and sales strengths and weaknesses in the firm. The Audit raises issues and questions about your firm's readiness to develop marketing and sales strategies; it does not identify specific marketing and sales strategies for the firm. Marketing and sales strategies are developed following the completion of an Audit and specific analyses, e.g., on product/customer profitability, competitor strengths and weaknesses, customer satisfaction, and marketing research.
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