• Define the consumer market and construct a simple model of consumer buyer behavior. Model of Consumer Behavior
• Name the four major factors that influence consumer buyer behavior. Characteristics Affecting Consumer Behavior
• List and define the major types of buying decision behavior and the stages in the buyer decision process. Buying Decision Behavior and the Buyer Decision Process
• Describe the adoption and diffusion process for new products. The Buyer Decision Process for New Products

• Answer the question What is price? and discuss the importance of pricing in todays fast-changing environment.
• Define price, identify the three major pricing strategies, and discuss the importance of understanding customer-value perceptions, company costs, and competitor strategies when setting prices.
• Identify and define the other important external and internal factors affecting a firms pricing decisions.

• Describe the major strategies for pricing new products.
• Explain how companies find a set of prices that maximizes the profits from the total product mix.
• Discuss how companies adjust their prices to take into account different types of customers and situations. Price Adjustment Strategies
• Discuss the key issues related to initiating and responding to price changes.
• Discuss the major public policy concerns and key pieces of legislation that affect pricing decisions.

• Explain why companies use marketing channels and discuss the functions these channels perform. Supply Chains and the Value Delivery Network
• Discuss how channel members interact and how they organize to perform the work of the channel. Channel Behavior and Organization
• Identify the major channel alternatives open to a company. Channel Design Decisions
• Explain how companies select, motivate, and evaluate channel members. Channel Management Decisions
• Discuss the nature and importance of marketing logistics and integrated supply chain management.

• Explain the role of retailers in the distribution channel and describe the major types of retailers.
• Discuss how retailers are using omni-channel retailing to meet the cross-channel shopping behavior of todays digitally connected consumers. Omni-Channel Retailing: Blending In-Store, Online, Mobile, and Social Media Channels
• Describe the major retailer marketing decisions.
• Discuss the major trends and developments in retailing. Retailing Trends and Developments
• Explain the major types of wholesalers and their marketing decisions.

• Discuss the need to understand competitors as well as customers through competitor analysis. Competitor Analysis
• Explain the fundamentals of competitive marketing strategies based on creating value for customers.
• Illustrate the need for balancing customer and competitor orientations in becoming a truly market-centered organization.

• Discuss how the international trade system and the economic, political-legal, and cultural environments affect a companys international marketing decisions.
• Describe three key approaches to entering international markets. Deciding How to Enter the Market
• Explain how companies adapt their marketing strategies and mixes for international markets. Deciding on the Global Marketing Program
• Identify the three major forms of international marketing organization. Deciding on the Global Marketing Organization