mkt571 | Graduate
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Consumer Behavior Analysis
- Evaluate business to business buying behavior.
- Explain organizational behaviors taking into account business to business and business to consumer buying behaviors.
- Contrast consumer and organizational buying behaviors.
- Evaluate the consumer decision process to determine how consumer problems are identified, evaluated, and the products/services are selected.
- Analyze post purchase processes, consumer satisfaction, and metrics to evaluate customer loyalty.
Product Mix Strategy
- Illustrate the steps involved in a new product development.
- Discuss the stages of a productâs life cycle.
- Formulate a product mix strategy for a product including width, length, depth, and consistency.
- Demonstrate the effect of the various factors that influence a change in product mix.
Pricing and Distribution
- Contrast pricing strategies and tactics and when each should or could be used.
- Differentiate pricing strategy setting from price getting.
- Determine distribution strategies for consumer and organizational or industrial goods and services.
- Distinguish between the dimensions of channel power.
Marketing Communication, Branding, and Customer Loyalty
- Select effective marketing communications channels to successfully reach a target audience.
- Differentiate between traditional and new media options in relation to branding strategies.
- Determine branding strategies used for marketing purposes.
- Recommend strategies for earning and measuring customer loyalty.
Performance, Legal, and Ethical Issues
- Define core marketing performance metrics in relation to the marketing plan.
- Create processes to monitor and control marketing performance.
- Assess legal and ethical considerations that arise in relation to the marketing plan.
Evaluating Marketing Strategies
- Apply environmental analysis information to marketing decisions.
- Describe an informational goal to be addressed by manipulation of primary and/or secondary research.
- Determine marketing objectives, strategies, and tactics.
- Formulate internal and external messaging that demonstrates an understanding of the implementation of marketing strategy and tactics.
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