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Developing Marketing Strategy: Marketing Globally

Course Status:	Released	Courseware Features
Course Language:	English
Course Duration:	4 Hours
Deployment Options:	Online, Interactive CDs, Network, Downloads, Intranet

Audience

Managers, prospective managers, and any other employees seeking advanced competency in the area of marketing

Prerequisites

A basic understanding of the principles of marketing

Course Aim

To introduce the user to the environments and demographics of marketing

Learning Objectives

Explain what is meant by the marketing environment. Discuss competition, the economy, and technology. Explain how politics and legal issues affect marketing. Explain how culture and social issues affect marketing. Explain the need for marketing managers to be constantly on the lookout for opportunities. Participate in reinventing a firm's marketing strategy. Define market focusing, and put it into a global context. Explain how demographics affect marketing. Discuss the U.S. population in the context of marketing. Discuss the various levels of U.S. income in the context of marketing. Use the frame control.

Topics Covered

Direct and External Environments - The direct marketing environment - Hands-on: Identifying objectives - Competition - The external environment Opportunities in the Marketing Environment - Evaluating business opportunities - Multiproduct firms and foreign markets - DecisionPath: Reading the marketing environment Contemporary Consumer Facts - Market focusing - Marketing and demographics The American Consumer - U.S. population - U.S. income