Business

  • Read this week’s course text chapters. Consider the roles marketing plays in firms and the two essential elements of a marketing strategy: a target market and a marketing mix.
  • Read the Comstock, Gulati, and Liguori (2010) article.
  • After reviewing the Readings, select a company that currently operates domestically in the United States or your home country.
  • Consider the marketing strategies the company you selected can employ to grow its market share in the United States.
  • Then, consider whether the company should use the same marketing strategy or a different one to gain market share in an international mark