Business Administration

Chapter 7 Marketing Management

DOI: 10.4324/9781003458524-7

Learning Outcomes

By the end of this chapter, you will be able to:

• define a market, its characteristics, and elements.
• explain the different concepts in marketing and the marketing process.
• explain Porter’s Five Forces model.
• describe the functions of marketing management and environment.
• identify the elements of a marketing plan and research process.
• segment the market for effective targeting.
• manage the product life cycle and clarify the elements of branding.

Chapter Outline

• Introduction
• Market
• Concepts in Marketing
• The Marketing Process
• Porter’s Five Forces Model
• Functions of Marketing Management
• The Marketing Environment
• Marketing Planning
• Marketing Research ...