Monday, November 5, 2012

Synopsis of Principles of Marketing

CHAPTER: ONE (Basics on Marketing)

  • Concept of Marketing
  • Marketing Process
  • Core Concepts:
Customer needs, wants, and demands; Market offerings; Value and satisfaction; Exchanges and relationships; Markets; Marketing Management; Market Segmentation; Market Targeting; Value Proposition; Customer Value and Satisfaction; Customer Equity

  • Marketing Management Orientations
  • The Changing Marketing Landscape.

CHAPTER: TWO (Analyzing the Marketing Environment)

  • Company’s Microenvironment:
Company, Suppliers, Marketing Intermediaries, Competitors, Public, Customers.

  • Company’s Macro environment:
Demographic Environment, Economic Environment (Engel’s Law), Natural Environment, Technological Environment, Political and Social Environment, Cultural Environment (Core beliefs and values, Secondary beliefs and values).

CHAPTER: THREE (Understanding Consumer Behavior)

  • Model of Consumer Behavior
  • Factors Affecting Consumer Behavior
  • Buying Decision Behavior and Its Process
  • Types of Buying Decision Behavior
  • Buyer Decision Process for New Products

CHAPTER: FOUR (Designing Customer-Driven Marketing Strategy)

  • Market Segmentation: Segmenting Consumer Markets, Segmenting Business Markets, Segmenting International Markets, Requirements for Effective Segmentation
  • Market Targeting: Target Marketing Strategies, Socially Responsible Target Marketing
  • Differentiation and Positioning: Product Position, Position Maps, Choosing Differentiation and Position Strategy.

CHAPTER: FIVE (Products, Services and Brands)

  • Product vs. Service
  • Classification of Products and Services
  • Organizations, Person, Place, Social and Idea Marketing
  • Individual Product and Service Decision
  • Branding Strategies
  • Nature/ Characteristics of Service
  • Marketing Strategies for Service Firms

CHAPTER: SIX (New Product Development Strategies)

  • Reasons for New Product Failure
  • Steps/ Stages of New Product Development
  • Product Life-cycle Strategies
  • Distinction among Style, Fashion and Fads

CHAPTER: SEVEN (Pricing Strategies)

  • Cost-based Pricing vs. Value-based Pricing
  • Cost-plus, Breakeven, Target Profit Pricing
  • Other Internal and External Factors Affecting Price
  • New Product Pricing Strategies
  • Product Mix Pricing Strategies
  • Price Adjustment Strategies
  • Reasons for Price-cuts and Price-increase

CHAPTER: EIGHT (Communication Strategies)

  • Major Promotion Tools
  • Steps in Developing Effective Marketing Communication
  • Setting Advertising Objectives
  • Factors to Consider while Setting Advertising Budget
  • Developing Advertising Strategy
  • Major Functions of Public Relations

CHAPTER: NINE (Miscellaneous)

  • Concept of Market Leader, Market Challenger, Market Follower and Market Niche
  • SWOT Analysis
  • 4Ps (Marketer’s Perspective) and 4Cs (Consumer’s Perspective) of Marketing
  • BCG Growth Share Matrix
  • Contents of a Marketing Plan
  • Marketing by Numbers

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