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CONTENTS

1.Unit 1. What is Marketing ………………………………………………4

2.Unit 2.Marketing………………………………………………………..11 Text1 Marketing Strategies………………………………………11 Text 2 Innovation and the Market ……………………………….14

Text 3 Managing Change ………………………………………..20 Text 4 Competition ………………………………………………22

Plan Well and Prosper ……………………………………………31

3.Unit 3. Corporate Alliances and Acquisitions..…………………………39

4.Unit 4.Market Research ………………………………………………...47

5.Unit 5. Target Marketing Strategies ……………………………………64

6.Unit 6. Marketing mix-Products ………………………………………. 71

7.Unit 7. Marketing mix-Pricing …………………………………………79

8.Unit 8. Marketing mix-Promotion and Placement ……………………. 86

9.Unit 9. Product and Corporate Advertising ……………………………96

10.Advertising Media and Methods ………………………………………104

SOURCES

1.Philip Kotler, Gary Armstrong “Marketing”, 1997

2.E. Jerome Mc Cartly, William D. Perreault “Basic Marketing, 1996

3.Michael R. Solomon, Elnora W. Stuart « Marketing. Real People. Real Choices”, 2000

4.David Cotton, David Falvey “Market Leader”, 2000

5.Graham Tullis, Tanya Trappe “New Insight into Business”, 1999