An introduction to the marketing function of the business enterprise. It involves a study of the principles for the determination of target markets, the design of want-satisfying products or services, the selection of promotion methods and marketing channels to achieve consumer satisfaction.
Emphasis is placed upon the goal of developing the proper marketing mix.
This course examines various aspects of the selling process and the sales manager's role in planning, organizing and executing the sales plans for an organization. A survey of theories of consumer buying behavior. The focus is on the influence of consumer attitudes, custom, income and economic variables on consumer decision processes. Problems are viewed through the eyes of the promotion manager, and emphasis is placed upon the factors which affect decisions in the molding of a marketing strategy. An analytical introduction to the process of retailing in the American economy.