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Chapter 1: What is Marketing?, Chapter 5: Marketing Segmenting, Targeting, and Positioning, Chapter 3: Consumer Behavior: how people make buying decisions...
Core Marketing Function, Value Surplus, 5Cs, SWOT, 4Ps, Resources, Preferences, Segmentation, Targeting and Positioning, Market Research and Customer Development...
Chapter 7: Segmenting, targeting, positioning, Chapter 8: Developing the product, service, and value of the offering, Chapter 9: Innovation and Competitiveness...
1.1 Understanding the nature and purpose of business, 1.2 Understanding different business forms, 1.3 Understanding that businesses operate within an external environment...