Summary Chapter 19 ~ Principles of Marketing

Marketing and sales Chapter 19 aantekeningen


Learing objectives block 2

 Outline the implicatiins io the glibal envirinment oir the feld io marketing (eek 1) CH19
 Explain (hat the impact io internal and external oactirs are in the marketing io a priduct ir
service (eek 1&2) CH19 +CH3
 Illustrate cinsumer buying behaviiur in cinsumer markets (eek 3&5) CH5
 Describe the rile io sales (ithin the cintext io cinsumer buying behaviiur (eek 3&5)
 Outline the majir steps in a custimer driven marketing strategy (eek 6)


What will be the evidence that you master these objectivess

 Outline the implicatiins io the glibal envirinment oir the feld io marketing
 Explain (hat the impact io internal and external oactirs are in the marketing io a
priduct ir service
 Illustrate cinsumer buying behaviiur in cinsumer markets
 Describe the rile io sales (ithin the cintext io cinsumer buying behaviiur
 Outline the majir steps in a custimer driven marketing strategy



Master this lecture yiu shiuld be able ti:

Explain what a global frm is and does

 Gains marketing priductiinn R&Dn and fnancial advantages nit available ti purely
dimict cimpetitirs
 Sees the (irld as ine market
 Operates in mire than ine ciuntry

Global frm A frm that by iperating in mire than ine ciuntryn gains R&Dn priductiinn
marketingn and fnancial advantages in its cists and reputatiin that are nit
available ti purely dimestic iperatiinss