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unit 1 introduction to core marketing concepts
unit 2 marketing environment
unit 3 customer value and satisfaction
unit 4 types of marketing research
unit 5 consumer purchase decision process
unit 6 a model of business buyer behavior
unit 7 market segmentation, targeting, and positioning
unit 8 product classification and product decisions
unit 9 product life cycle and its marketing implications
unit 10 how to set a price on a product
unit 11 retailer marketing decisions
unit 12 integrated logistics management
unit 13 sales promotion
unit 14 steps in developing effective communication
unit 15 functions of advertising
unit 16 characteristics of services and related marketing strategies
unit 17 the competitive industrial environment analysis
unit 18 international marketplace
sample test 1
key to sample test 1
sample test 2
key to sample test 2
key to exercises
references