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| The World of Marketing | |
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| Using Marketing Essentials | |
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| Economic Essentials | |
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| Introduction to Economics | |
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| The Study of Economics | |
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| What Is an Economy? | |
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| The Types of Economic Systems | |
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| Case Challenge: Capitalism in China | |
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| The Free Enterprise System | |
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| Basic Economic Freedoms | |
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| Competition | |
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| Supply and Demand | |
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| The Role of Government | |
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| Case Challenge: Breakup of a Monopoly | |
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| National and International Economics | |
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| Business Cycles | |
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| Measurement of an Economy | |
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| International Trade | |
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| Case Challenge: International Business Concerns | |
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| Business and Marketing Essentials | |
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| What Is Business? | |
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| The Scope of U.S. Business | |
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| The Functions of Business | |
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| The Business Utilities | |
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| Benefits of Marketing | |
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| Marketing and Social Responsibility | |
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| Consumerism | |
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| Case Challenge: From Garbage to Goods | |
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| Marketing Concepts | |
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| The Marketing Philosophy | |
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| What Is a Market? | |
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| Marketing Approaches | |
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| Industrial Market Segmentation | |
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| Marketing Mix | |
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| Case Challenge: Pet Rocks--Rock Solid and Market Wise | |
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| Market Share | |
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| Identifying Markets | |
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| Understanding the Consumer Market | |
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| The Industrial Market | |
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| Case Challenge: Reynolds Metals--Reaching the Consumer and Industrial Markets | |
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| How the Industrial Market Derives Demand from the Consumer Market | |
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| Channels of Distribution | |
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| Distribution and the "Place" Utility | |
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| Channels in the Consumer and Industrial Markets | |
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| Considerations in Distribution Planning | |
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| Case Challenge: Cooperation in the Channels of Distribution | |
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| Human Resource Essentials | |
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| Fundamentals of Mathematics | |
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| Writing Whole Numbers | |
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| Fractions | |
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| Decimal Numbers | |
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| Using a Calculator | |
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| Percentages | |
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| Percent Problems | |
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| Case Challenge: Currency Exchange | |
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| Communication Skills | |
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| The Communication Process | |
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| Listening | |
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| Reading | |
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| Speaking | |
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| Case Challenge: Tickling the Business Funny Bone | |
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| Writing | |
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| Interpersonal Skills | |
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| Understanding Others | |
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| Influencing Others | |
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| Case Challenge: Winning Friends | |
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| Selling an Idea | |
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| Personal Traits and Skills | |
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| Management Skills | |
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| Levels of Management | |
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| Management Functions | |
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| Handling Responsibility | |
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| Effective Management Skills | |
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| Case Challenge: Treating People Right | |
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| Managing Through a System of Rewards | |
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| Selling | |
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| What Is Selling? | |
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| Why Study Selling and Selling Skills? | |
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| Basic Classifications of Selling | |
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| Case Challenge: Commission Pay in Retailing | |
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| Traits and Skills of Successful Salespeople | |
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| Understanding Customers | |
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| Developing Product Knowledge | |
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| Sources of Product Information | |
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| Case Challenge: Selling an Idea | |
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| How To Use Product Information | |
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| Learning About the Customer | |
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| The Sales Process | |
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| The Steps of a Sale | |
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| Prospecting | |
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| Approaching the Customer | |
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| Case Challenge: Just Looking | |
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| Determining Needs and Product Presentation | |
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| Determining Needs | |
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| Case Challenge: Good Listening Is the Key to Success | |
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| Product Presentation | |
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| Handling Customer Questions and Objections | |
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| Objections vs. Excuses | |
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| Case Challenge: The Price Is Too Low! | |
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| Closing the Sale and Follow-up | |
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| Closing the Sale | |
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| Suggestion Selling | |
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| After-sale Activities | |
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| Case Challenge: The Power of Suggestion | |
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| Recording Sales | |
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| Recording Sales in Different Sales Situations | |
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| Cash Registers | |
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| Electronic Cash Registers | |
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| Cash Register Operations | |
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| Sales Slips | |
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| Types of Sales Transactions | |
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| Case Challenge: Selling Beauty the Mary Kay Way | |
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| Promotion | |
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| What Is Promotion? | |
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| The Role of Promotion | |
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| Types of Promotion | |
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| Case Challenge: Using Your Potato Head | |
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| The Concept of Promotional Mix | |
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| Brands | |
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| Advertising Media | |
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| Advertising and Its Purpose | |
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| Types of Media | |
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| Case Challenge: TV Guide | |
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| Media Costs | |
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| Selection of Promotional Media | |
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| Preparing Written Advertisements | |
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| The Advertising Agency | |
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| Cooperative Advertising | |
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| Parts of a Print Advertisement | |
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| Developing Advertising Headlines | |
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| Preparing Advertising Copy | |
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| Selecting Advertising Illustrations | |
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| Developing Advertising Layouts | |
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| Case Challenge: Car Ads--Images That Last for Years | |
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| Visual Merchandising and Display | |
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| What Is Visual Merchandising? | |
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| Elements of Visual Merchandising | |
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| Case Challenge: From Supermarket to Supermercado | |
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| Display Design and Preparation | |
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| Display Maintenance | |
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| Dismantling Procedures for Displays | |
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| Publicity and Public Relations | |
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| Elements of Public Relations | |
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| What Public Relations Specialists Do | |
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| Public Relations in the Promotional Mix | |
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| Case Challenge: Giving Till It Burps | |
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| Business and Distribution Operations | |
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| Physical Distribution | |
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| The Scope of Physical Distribution | |
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| The Transporting Function | |
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| Transportation Service Companies | |
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| Case Challenge: Roadway's Inroads | |
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| The Storage Function | |
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| Receiving, Checking, and Shipping | |
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| Shipping Arrangements | |
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| Receiving Merchandise | |
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| Marking Merchandise | |
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| Case Challenge: POS Systems Make Data Management Easy | |
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| Stock and Inventory Control | |
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| Merchandise Assortment | |
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| The Nature of Inventory Control Systems | |
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| Types of Unit Control Systems | |
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| Case Challenge: Keeping Track of the Parts | |
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| Risk Management | |
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| Kinds of Risks | |
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| Case Challenge: The Limited Tests Its Limits | |
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| Handling Business Risks | |
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| Marketing Math Applications | |
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| Purchase Orders | |
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| Invoices | |
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| Sales Checks | |
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| Discounts | |
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| Sales Tax | |
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| Calculating Shipping Charges | |
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| Credit Card Sales | |
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| Returns, Exchanges, and Allowances | |
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| Calculating Gross Sales and Net Sales | |
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| Profit and Loss | |
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| Interest | |
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| Payroll | |
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| Case Challenge: The Hidden Costs of Theft | |
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| Buying and Pricing Merchandise | |
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| Price Planning | |
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| What Is Price? | |
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| Factors Affecting Price | |
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| Case Challenge: Everyday Low Prices at Sears | |
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| Goals of Pricing | |
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| Pricing Strategies | |
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| Basic Pricing Strategies | |
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| Influences of Wholesalers and Retailers | |
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| Pricing and Product Life Cycle | |
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| Case Challenge: No More Ordinary Wastebaskets | |
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| One-price vs. Flexible-price Policy | |
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| Pricing Techniques | |
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| Steps in Setting Price | |
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| Pricing Math | |
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| Profit vs. Markup | |
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| Basic Markup Calculations | |
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| Case Challenge: Marketing Glacier Water | |
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| Unit Selling Prices | |
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| Discounts | |
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| Sales Tax and Prices | |
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| Buying | |
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| Types of Buyers | |
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| Buying Situations | |
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| Steps in the Buying Process | |
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| Case Challenge: Buyers and Suppliers--Working Together in the 90's | |
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| Marketing Mathematics Related to Retail Buying | |
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| Marketing Information Management | |
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| What Is Marketing Research? | |
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| What Is Marketing Research? | |
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| Who Uses Marketing Research? | |
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| Nature and Scope of Marketing Research | |
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| Case Challenge: Coca-Cola Enters the Office | |
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| Limitations of Marketing Research | |
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| Conducting Marketing Research | |
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| The Marketing Research Process | |
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| Problem Definition | |
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| Obtaining Data | |
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| Data Analysis | |
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| Recommending Solutions to the Problem | |
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| Implementing the Findings | |
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| Management Information Systems | |
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| Case Challenge: A Hamburger To Go ... from the Frozen Food Department | |
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| Product Planning | |
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| What Is Product Planning? | |
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| Nature and Scope of Product Planning | |
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| Product Selection | |
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| Case Challenge: If You Liked the Theme Parks, You'll Love the Stores | |
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| Branding, Packaging, and Labeling | |
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| Product Mix | |
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| Branding | |
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| Case Challenge: Slacks by Any Other Name | |
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| Packaging and Its Functions | |
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| Labeling | |
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| Extended Product Features | |
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| Warranties | |
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| Case Challenge: Bugs Burger--Bug Killer | |
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| Role of Warranties in Product Planning | |
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| Other Extended Product Features | |
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| Consumer Laws and Agencies | |
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| Consumer Remedies and Responsibilities | |
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| Entrepreneurship | |
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| What Is Entrepreneurship? | |
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| What Is Entrepreneurship? | |
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| Characteristics of a Successful Entrepreneur | |
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| The Importance of Entrepreneurship in Our Society | |
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| Ways To Enter Business | |
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| Forms of Business Organization | |
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| Case Challenge: Why Pay More? | |
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| Developing the Business Plan | |
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| Describing and Analyzing a Proposed Business | |
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| Before You Begin a Business | |
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| Description of the Proposed Business Situation | |
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| Analysis of the Proposed Business Situation | |
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| Case Challenge: A Cookie in the Spotlight | |
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| Organizing a Business | |
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| Your Proposed Organization Plan | |
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| Case Challenge: You Try Harder When It's Your Own | |
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| Proposed Good or Service | |
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| Your Proposed Marketing Plan | |
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| Financing a Business | |
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| Sources of Capital | |
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| Case Challenge: Financing the American Dream | |
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| Understanding Financial Statements | |
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| Projecting Start-up Costs | |
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| Projecting Personal Needs | |
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| Projecting Business Income | |
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| Career Planning | |
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| Careers in Marketing | |
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| Employment Trends | |
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| An Overview of Marketing Careers | |
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| Case Challenge: Let Your Interests Be Your Guide | |
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| Benefits of a Marketing Career | |
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| Self-Assessment and Career Research | |
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| Self-Assessment | |
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| Your Skills and Aptitudes | |
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| Career Assessment | |
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| Case Challenge: For the Love of Art | |
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| Research Resources | |
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| Career Decision Making | |
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| Evaluating Your Choices | |
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| Making Your Decision | |
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| Developing a Plan of Action | |
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| Case Challenge: Young Independents | |
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| Choosing the Best Education for you | |
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| Outlining Your Plan | |
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| Employability Skills | |
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| Getting a Work Permit | |
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| Finding Job Openings | |
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| Exploring Sources of Job Leads | |
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| Applying for a Job | |
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| Interviewing for a Job | |
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| Case Challenge: What Are You Telling the Interviewer? | |
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| Glossary | |
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| Index | |