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Business: A Changing World, 4/e
O.C. Ferrell, Colorado State University
Geoffrey Hirt, DePaul University
Dimensions of Marketing Strategy

Learning Objectives

After reading this chapter, you should be able to:

  • Describe the role of product in the marketing mix, including how products are developed, classified, and identified.

  • Define price and discuss its importance in the marketing mix, including various pricing strategies a firm might employ.

  • Identify factors affecting distribution decisions, such as marketing channels and intensity of market coverage.

  • Specify the activities involved in promotion, as well as promotional strategies and promotional positioning.

  • Evaluate an organization's marketing strategy plans.





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