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Ch 12: Marketing & Promotion

About This Chapter

Watch brief but detailed video lessons addressing marketing and promotion strategies and practices. Support your studies in an introductory or advanced business course, research strategies you could apply for work or review processes you might try out for your own business.

Marketing & Promotion - Chapter Summary

Successful marketing and promotional activities are crucial to helping companies increase sales revenue and brand awareness. This chapter is designed to help you develop a greater understanding of business markets, marketing research, consumer behavior and the influence of advertising. Videos are accessible 24/7 from any device and transcripts can be printed to be used as quick reference tools. Once you have completed your review of this chapter's lessons, you should be able to:

  • Differentiate the functions of marketing, sales, production and societal sales
  • Apply effective marketing research methods
  • Analyze primary and secondary data resulting from marketing research
  • Estimate market size
  • Describe the four segments of business markets and explain their importance
  • Determine customer needs
  • Formulate marketing plans for specific target audiences
  • Identify consumer decision making processes
  • Relate the effect of advertising on consumer buying

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