Consumer attitudes in business
what is an attitude and how are attitudes influenced? (Personal experience, family and friends, direct marketing and mass media)
what are the functions of a business attitude? (Utilitarian, ego defensive, value expressive, knowledge)
the implications for marketing strategy - the multi-attribute model of attitudes
Influence of trends in the market place
what is the marketing mix? (Product, promotion, price, place)
market and potential market
pricing strategies - skimming and penetration, premium pricing and economy pricing
Technology and international business
explain how emerging technologies have affected various markets I.e. Brazil, Singapore
e-commerce, e-distribution, data mining
Globalization, standardization, and marketing activities
define - market research, secondary data, primary data
sales, logistics
the two c's of marketing - consumers, competition
discretionary income
Logistics
3 types of logistics - military, production, business
supply chain - advantages, disadvantages
outsourcing, near sourcing, insourcing
offshoring, inshoring
methods of physical distribution - trucks, van, motorcycles, rail, ocean freight, air freight, containerization,
vertical integration, horizontal integration
Problems exporting goods and services
Natural disasters, energy costs, famine, share prices, war, uncertainty, economic policies
Business opportunities in developed and developing countries Marketing entry strategies and marketing approaches
