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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


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