Emphasis is placed on the coordination of activities that lead to successful market management of products. Various marketing concepts and problems related to product development and introduction are surveyed and analyzed. Selected topics for in-depth study may include market segmentation and profiling, brand positioning, consumer brand choice, new product adoption, retail patronage, physical distribution, allocation of sales efforts, pricing, marketing audit and others. An intensive examination of the industrial marketing sector. Emphasis is placed on understanding the unique dimensions of the industrial marketing environment and translating this understanding into effective integrated industrial marketing programs.
Attention is given to producer, reseller and government markets.
Emphasis is placed on using this information to develop marketing strategies. Examined and probed in depth will be the whys and hows of selling theories, principles, techniques and practices. A reconsideration of traditional marketing topics in the context of a variety of service organizations. An integrated approach to the problems of inventory determination, purchasing, incoming traffic and industrial marketing from the viewpoint of the manager of materials. Surveyed in this course are various techniques and methods for analyzing spatial arrangements of markets, plant and warehouse location, inventory systems, selection of carrier alternatives and selection of physical movement channels.