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1.00 hour
Online Self Study

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About the Course

The successful organization must understand the marketplaces in which it operates. The definition of each marketplace is primarily a function of the markets served and the alternate sources for the goods and services.

Course Description

The shift from a condition of demand exceeding supply to one of supply exceeding demand in most marketplaces has made it imperative that an organization understand and respond to the marketplaces that it serves. The marketplace is defined by the customers and geographies served and the competitors serving that marketplace. It is affected by general economic conditions and government actions or inactions.

Learning Objectives

Upon completion of this course, you should be able to:

  • Identify characteristics that customers desire in products and services.
  • Describe the effects of direct and indirect competition on the demand for an organization’s goods and services.
  • Describe the effects of general economic conditions and trends on the demand in a marketplace.
  • Describe the effects of government actions on the demand in a marketplace.


The following topics are included in this course:

  • Customers and Their Expectations
  • Changing Face of Competition
  • Economic Conditions
  • Government Actions