Bus 620 Managerial Marketing

Marketing Channels

Analyze the challenges that organizations face in the effective transition between selling products using the traditional brick and mortar marketing channel and selling products online. Synthesize the strategies that organizations like Zara and Wal-Mart- two companies that are having difficulty developing eCommerce capability can implement to increase the effortless movement of customers between the traditional and online channels.

What are the benefits and limitations of selling through a store front and online?

Going Global

Identify the strategies for entering into the global market. Assess the strengths and limitations of each. Give an example of a company that has made a success of doing business in the global economy. What lessons from McDonald’s success in the global marketplace are transferable across industries?

Required Text

Finch, J. (2012). Managerial marketing. San Diego, CA: Bridgepoint Education, Inc.