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ROAD MAP: Previewing the Concepts
• Define marketing and outline the steps in the marketing
• Define marketing and outline the steps in the marketing
process.
1 process.
• Explain the importance of understanding customers and
• Explain the importance of understanding customers and
the marketplace, and identify the five core marketplace
the marketplace, and identify the five core marketplace
concepts.
concepts.
• Identify the key elements of a customer-driven
Marketing: • Identify the key elements of a customer-driven
Marketing:
marketing strategy and discuss the marketing
marketing strategy and discuss the marketing
management orientations that guide marketing
Managing Profitable Customer management orientations that guide marketing
Managing Profitable Customer
s
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