 | Learning Objectives
(See related pages)
- The marketing concept: an understanding of the nature of marketing, its key components and limitations
- The difference between a production orientation and marketing orientation
- The differing roles of efficiency and effectiveness in achieving corporate success
- The differences between market-driven and internally driven businesses
- How to create customer value and satisfaction
- How an effective marketing mix is designed and the criticisms of the 4-Ps approach to marketing management
- The relationship between marketing characteristics, market orientation, adoption of a marketing philosophy and business performance
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