elearn.usp.ac.fj

Principles of marketing are discussed with reference to South Pacific products and services. Topics include: the role of marketing in the organisation and society; the marketing environment; customer markets and buyer behaviour; marketing research; market segmentation and positioning; the marketing-mix; product life cycle; marketing planning and implementation; and the ethical consequences of marketing actions. The marketing function is regarded as a key ingredient in management and strategic planning. Continuous reference is made to both the domestic and international marketplace.