Emphasis is placed on consumer's role in marketing and on marketing environment.
The basic product, place, price, and promotion decisions are examined. Selected concepts from psychology, sociology, anthropology, and other behavioral disciplines are analyzed to develop the student's ability to understand and predict reactions of consumers to marketing decisions. Environmental differences among nations will be discussed and emphasis will be placed on the modifications of marketing thought and practices that these environmental differences require. While these important differences will be discussed, world markets where products are becoming standardized will also be emphasized. Topics include corporate organization for international marketing, the nature of marketing information and research in the international arena, and the challenges facing managers who must make international marketing decisions.