Chapter 9 Recognize the steps of the marketing process. Recognize the major methods for conducting marketing research. Develop your value proposition. Understand how to organize marketing plans. Differentiate the stages of new product development and discuss the impact of the product life cycle. Chapter 10 Describe the marketing funnel and the stages in the customer development process. Recognize the PESO model of the promotional media landscape. Apply the key skills involved in personal selling, especially closing the sale. Recognize the major approaches to customer retention. Identify sales forecasting methods. Chapter 11 Understand why pricing is an important but complex and difficult task for small business. Recognize the different pricing strategies that could apply to your product or service. Recognize the different types of direct marketing and their pros and cons. Differentiate the types of international strategies. Identify the factors to consider in selecting your business location. Recognize the key issues in leasing and include what to look for in evaluating a potential site layout