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sisvu:description MARKETING - DEFINITION The scope of marketing; Marketing dynamics; Different approaches to defining marketing; Development of marketing; Marketing management; Levels of marketing application; Fundamental functions of marketing; Relationship among marketing and other business functions. THE MARKETING ENVIRONMENT External environment; Macro environment; Micro environment; Internal environment; Environmental analysis and monitoring; Responses to changes in the environment. SOCIAL RESPONSIBILITY OF MARKETING Defining the social responsibility of marketing; Responsibility toward the community; Responsibility toward the natural environment; Ethics; Topics in marketing ethics. MARKET RESEARCH AND MARKET SYSTEMS The market research process; Research varieties; Selection of data sources; Methods and forms for data collection; Samples and sampling; Data analysis and interpretations of results; Preparation of reports; Information systems; Fundamental principles of information systems; Evolution of information systems. CONSUMER BEHAVIOUR Fundamental principles of consumer behaviour; Consumer behaviour factors; Personal factors; Social factors; Psychological factors; Purchase decision-making process; 137 Understanding the need; Seeking information; Valuing the alternatives; Purchase; Post-purchase behaviour. MARKET SEGMENTATION, FORECASTING AND POSITIONING Development of market segmentation; Market segmentation process; Approaches to market segmentation; Segmentation of the business-to-business market; Multivariate segmentation; Selecting target markets and identifying competitors; Positioning strategy; Evaluating and forecasting the market situation. PRODUCT Market features of a product; Packaging and casing; Labeling; New product development; Product acceptance and diffusion process; Product life cycle; Brand; Product positioning; Guarantee and service. PRICES Determinants of the pricing process; Theoretical approaches to pricing; Strategic objectives of pricing; Pricing policies; Pricing methods; Initiating and reacting to (en)
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