The manager of business development for Carvel Asia Limited is trying to determine how best to increase ice cream cake sales. In doing so, he needs to develop a complete marketing program which includes decisions about product offerings, pricing, placement (distribution) and promotion - "the 4 Ps". *Abstract reprinted with the permission of Ivey Publishing*
             students who might work in or do business with China better understand the country and be more effective in their work and business relations with Chinese. We will do this in part by examining the epochal changes that have occurred in contemporary China, and their impact on Americans and American companies that work in and do business with China. Because nearly all Chinese people and institutions have been profoundly affected by the collapse of the Maoist system (and one cannot really understand China without knowing what the current generation has been through), the course will begin with a brief review of the Soviet-style command economy and the profound economic and political shocks (the Great Leap and Cultural Revolution) that helped to destroy it. We will then move on to an assessment of the astonishing economic reforms that have shaped China today as a way of providing vital context for the core work of the course: a detailed examination of Chinese business culture and how to navigate in it. This includes such topics as how to market and manage in the PRC, negotiating and cooperating with Chinese partners, and the changes and new challenges that foreign companies will farce as a result of China's entry into the World Trade Organization.
             Focusing on the problems of the marketing manager in the measurement of market opportunities and the allocation of the marketing effort. Emphasis is on decision-making and planning in a marketing context. Topics covered include: the marketing concept, marketing strategies and planning, buyer behavior, product decisions, promotion
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