Objectives Developing Managing an Advertising Program Deciding on Media Measuring Effectiveness Sales Promotion Public relations

Objectives The communications Process A Developing Effective Communications a Deciding on the Marketing Communications Mix a Managing and Coordinating Integrated Marketing Communications

Objectives a Retailing n Wholesaling a Market logistics

Objectives Work Performed by marketing channels Channel-Design Decisions Channel-Management Decisions Channel Dynamics

Types of Costs Fixed Costs Variable costs (Overhead) Costs that don°t Costs that do vary vary with sales or directly with the production levels level of production

Service Definitions Classifications How Services Differ goods Improving service Differentiation, Quality, Productivity Improving Customer Support Services

Product Characteristics Building Managing the Product Mix& Product Lines Brand decisions Packaging& Labeling

Factors to Consider Before Going global Selecting Foreign Markets Foreign Market Entry Product Adaption for Global Marketing Management Organization of global Activities C2000 Prentice Hall

Why New Products Fail “ Over Championing” Overestimated demand Poor Design Poor Marketing execution High development Costs Strong Competitive Reaction C2000 Prentice Hall

Services Differentiation Ordering Customer Installation Ease Consulting Delivery Customer Maintenance Training/& Repair