BUS101: Introduction to Business

Upon successful completion of this unit, you will be able to:

• Identify the major components of the marketing mix;
• Describe how segmentation and research foster an understanding of consumer behavior;
• Describe the marketing concept;
• Describe the evolution of marketing;
• Differentiate among the components of a marketing strategy;
• Analyze consumer decision-making processes to predict buying behavior;
• Identify the implications of marketing research on marketing strategy;
• Describe elements of customer-relationship management, including:
• customer life cycle
• customer value proposition
• Identify the marketing implications of customer-relationship management;
• Describe brand, product development, technology adoption cycle, and product life cycle;
• Use product life cycles to determine marketing strategy; and
• Identify the marketing implications of e-business.