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Marketing Solutions

Module 1. Marketing and Its Environment:

• An Overview of Strategic Marketing
• Marketing Defined
• Marketing Deals with Products, Distribution, Promotion, and Pricing
• Marketing Focuses on Goods, Services, and Ideas
• Marketing Facilitates Satisfying Exchange Relationships
• Marketing Occurs in a Dynamic Environment
• Why Study Marketing?
• Marketing Is Used in Many Organizations 
• Marketing Is Important to Businesses and the Economy
• Marketing Knowledge Enhances Consumer Awareness
• Marketing Costs Consume a Sizable Portion of Buyers' Dollars
• The Marketing Concept
• Evolution of the Marketing Concept
• Implementing the Marketing Concept
• Marketing Strategy
• Marketing Strategy: Target Market Selection
• Marketing Strategy: Marketing Mix Development
• Inside Marketing
• Marketing Strategy: Influence of the Environment
• Marketing Management
• The Marketing Plan Overview

Module 2. The Marketing Environment:

• Examining and Responding to the Marketing Environment
• Environment Scanning and Analysis
• Responding to Environmental Forces
• Competitive Forces
• Types of Competitive Structures
• Monitoring Competition
• Economic Forces
• General Economic Conditions
• Buying Power
• Willingness to Spend
• Political Forces
• Legal and Regulatory Forces
• Procompetitive Legislation
• Consumer Protection Legislation
• Interpreting Laws
• Encouraging Compliance with the Law
• Federal Regulatory agencies
• State and Local Regulatory Agencies
• Nongovernmental Forces
• Technological Forces
• Impact of Technology
• Adoption and Use of Technology
• Sociocultural Forces
• Demographic and Diversity Characteristics
• Inside Marketing
• Cultural Values
• The Consumer Movement

Module 3. Marketing Ethics and Social Responsibility:

• The Nature of Market Ethics
• Marketing Ethics Defined
• Why Study Marketing Ethics?
• Marketing Ethics and the Role of Legal System
• Understanding the Ethical Decision-Making Process
• Individual Factors
• Organisational Relationships
• Opportunity
• Ethical Issues in Marketing
• Organisational Approaches to Improving Ethical Behaviour
• Ethics Compliance Programs
• The Nature of Social Responsibility
• Impact of Social Responsibility on Marketing
• Social Responsibility Issues
• Social Responsibility and Marketing Ethics

Module 4. Global Markets and International Marketing:

• Global Markets and International Marketing
• International Improvement
• Customization versus Globalization of International Marketing Strategies
• Environmental Forces in International Marketing
• Cultural and Social Forces
• Economic Forces
• Political and Legal Forces
• Technological Forces
• Regional Trade Alliance, Markets, and Agreements
• North American Free Trade Agreement
• The European Union
• Developing Organisational Structures for International Marketing
• Exporting
• Trading Companies
• Licensing
• Joint Ventures
• Direct Ownership

Module 5. Information Systems and Marketing Research:

• Marketing Research and Marketing Information Systems
• Capitalising on New Technologies for Marketing Research
• Marketing Research Process
• Defining and Locating Problems
• Designing the Research Program
• Collecting Data
• Interpreting Research Findings
• The Importance of Ethical Marketing Research

Module 6. Consumer Buying Behaviour:

• Consumer Markets and Consumer Buying behaviour
• Types of Consumer Problem-Solving Processes
• Consumer Buying Decision Process
• Personal Factors Influencing the Buying Decision Process
• Technology in Marketing
• Psychological Factors Influencing the Buying Decision Process
• Perception
• Motives
• Learning
• Attitudes
• Personality and Self-Concepts

Module 7. Organisational Markets and Buying Behaviour:

• Organisational Markets
• Producer Markets
• Inside Marketing
• Reseller Markets
• Government Markets
• Institutional Markets
• Dimensions of Organisational Buying
• Characteristics of Organisational Transactions
• Attributes of Organisational Buyers
• Primary Concerns of Organisational Buyers
• Technology in Marketing
• Methods of Organisational Purchases
• Demands for Industrial Products
• Organisational Buying Decisions
• The Buying Center
• Stages of the Organisational Buying Decision Process
• Influences on Organisational Buying
• Using Standard Industrial Classification (SIC) Codes
• Identifying Potential Organisational Customers
• Estimating Purchase Potential

Module 8. Target Markets: Segmentation and Evaluation:

• What are Markets?
• Target Market Selections Process
• Step 1: Identify the Appropriate Targeting Strategy
• Undifferentiated Strategy
• Concentrated Strategy Through Market Segmentation
• Differentiated Strategy Through Market Segmentation
• Step 2: Determine which Segmentation Variables to Use
• Variables for Segmenting Consumer Markets
• Variables for Segmenting Organisational Markets
• Step 3: Develop Market Segment Profiles
• Step 4: Evaluate Relevant Market Segments
• Sales Estimates
• Competitive Assessment
• Cost Estimates
• Step 5: Select Specific Target Markets
• Developing Sales Forecasts
• Executive Judgement
• Surveys
• Time Series Analysis
• Regression Analysis
• Market Tests
• Using Multiple Forecasting Methods

Module 9. Product Concepts:

• Classifying Products
• Consumer Products
• Organisational Products
• Product Line and Product Mix
• Product Life Cycles
• Introduction
• Growth
• Maturity
• Decline
• Product Differentiation
• Product Quality
• Product Design and Features
• Product Support Services
• Product Positioning and Repositioning
• Organising to Manage Products

Module 10. Developing and Managing Products:

• Managing Existing Products
• Line Extension
• Product Modifications
• Developing New Products
• Idea Generation
• Screening
• Concept Testing
• Business Analysis
• Product Development
• Test Marketing
• Commercialization
• Product Adoption Process
• Product Life Cycle Management
• Marketing Strategy in the Growth Stage
• Marketing Strategy for Mature Products
• Marketing Strategy for Declining Products
• Product Elimination

Module 11. Branding and Packaging:

• Branding
• Value of 'Branding
• Brand Loyalty
• Brand Equity
• Types of Brands
• Selecting a Brand Name
• Protecting a Brand
• Branding Policies
• Brand Licensing
• Packaging
• Packaging Functions
• Major Packaging Considerations
• Packaging and Marketing Strategy
• Criticisms of Packaging
• Labeling

Module 12. Services:

• The Nature and Importance of Services
• Characteristics of Services
• Intangibility
• Inseparability of Production and Consumption
• Perishability
• Heterogeneity
• Client-Based Relationships
• Customer Contact
• Classification of Service Products
• The Service Continuum
• Categories of Services
• Service Quality
• Customer Evaluation of Service Quality
• Delivering Exceptional Service Quality
• Nonprofit Marketing of Services
• Why Is Nonprofit Marketing Different?
• Nonprofit Marketing Objectives
• Developing Nonprofit Marketing Strategies

Module 13. Marketing Channels:

• The Nature of Marketing Channels
• Marketing Channels Create Utility
• Marketing Channels Facilitate Exchange Efficiencies
• Types of Marketing Channels
• Channels for Consumer Products
• Channels for Industrial Products
• Multiple Marketing Channels and Channel Alliances
• Intensity of Market Coverage
• Intensive Distribution
• Selective Distribution
• Exclusive Distribution
• Supply Chain Management
• Channel Integration
• Channel Cooperation, Conflict, and Leadership
• Legal Issues in Channel Management
• Dual Distribution
• Restricted Sales Territories
• Tying Agreements
• Exclusive Dealing
• Refusal to Deal

Module 14. Wholesaling:

• The Nature and Importance of Wholesaling
• Services for Producers
• Services for Retailers
• Classifying Wholesalers
• Merchant WholesalersQuality
• Agents and Brokers
• Manufacturers' Sales Branches and Offices
• Facilitating Agencies
• Public Warehouses
• Finance Companies
• Transportation Companies
• Trade Shows and Trade Marts
• Changing Patterns in Wholesaling
• Wholesaler Consolidation
• Productivity and Quality
• Global Expansion

Module 15. The Nature of Retailing:

• Major Types of Retail Stores
• General Merchandise Retailers
• Specialty Retailers
• Nonstore Retailing
• Direct Selling
• Direct Marketing
• Automatic Vending
• Franchising
• Major Types of Retail Franchises
• Advantages and Disadvantages of Franchising
• Strategic Issues in Retailing
• Location
• Retail Positioning
• Store Image

Module 16. Physical Distribution:

• The Importance of Physical Distribution
• Meeting Customer Service Standards
• Reducing Total Distribution Costs
• Reducing Cycle Time
• Order Processing
• Inventory Management
• GLOBAL PERSPECTIVE Transporting Perishable Products
• Materials Handling
• Warehousing
• Warehousing Functions
• Types of Warehouses
• Transportation
• Transportation Modes
• Criteria for Selecting Transportation Modes
• Coordinating Transportation Services
• Strategic Issues in Physical Distribution

Module 17. Promotion Decisions: An Overview:

• The Role of Promotion
• Promotion and the Communication Process
• Objectives of Promotion
• Create Awareness 397
• INSIDE MARKETING Movie Tie-Ins: Taking Hollywood Home      
• Stimulate Demand
• Encourage Product Trial
• Identify Prospects
• Retain Loyal Customers
• Facilitate Reseller Support
• Combat Competitive Promotional Efforts
• Reduce Sales Fluctuations
• The Promotion Mix
• Advertising
• GLOBAL PERSPECTIVE Celebrity Endorsers: Does Star Power Translate Around the World?
• Personal Selling
• Public Relations
• Sales Promotion
• Selecting Promotion Mix Elements
• Promotional Resources, Objectives, and Policies      
• Characteristics of the Target Market
• Characteristics of the Product
• Costs and Availability of Promotional Methods      
• Push and Pull Channel Policies
• Criticisms and Defenses of Promotion
• Is Promotion Deceptive
• Does Promotion Increase Prices?
• Does Promotion Create Needs?
• Does Promotion Encourage Materialism?
• Does Promotion Help Consumers Without Costing Too Much?      
• Should Potentially Harmful Products Be Promoted

Module 18. Advertising and Public Relations:

•  The Nature and Types of Advertising
• Developing an Advertising Campaign
• Identifying and Analysing the Target Audience
• Defining the Advertising Objectives
• Creating the Advertising Platform
• Determining the Advertising Appropriation
• Developing the Media Plan
• TECHNOLOGY IN MARKETING Advertising Online New Frontiers for Advertisers and Customers
• Creating the Advertising Message
• Executing the Campaign
• Evaluating Advertising Effectiveness
• Who Develops the Advertising Campaign?
• Public Relations
• Public Relations Tools
• Evaluating Public Relations Effectiveness
• Dealing with Unfavourable Public Relations

Module 19. Personal Selling and Sales Promotion:

• The Nature of Personal Selling
• TECHNOLOGY IN MARKETING Using Technology to Improve Customer Service
• Elements of the Personal Selling Process
• Prospecting
• Preapproach
• Approach
• Making the Presentation
• Overcoming Objections
• Closing the Sale
• Flowing Up
• Types of Salespersons
• Order Getters
• Order Takers
• Support Personnel
• Management of the Sales Force
• Establishing Sales Force Objectives
• Determining Sales Force Size
• Recruiting and Selecting Salespeople
• Training Sales Personnel
• Compensating Salespeople
• Motivating Salespeople
• Managing Sales Territories
• INSIDE MARKETING lnvacare's Sales Force Never Rests
• Controlling and Evaluating Sales Force Performance
• The Nature of Sales Promotion
• Sales Promotion Opportunities and Limitations
• Sales Promotion Methods
• Consumer Sales Promotion Methods
• Trade Sales Promotion Methods

 Module 20. Pricing Concepts:

• The Nature of Price
• Terms Used to Describe Price
• The Importance of Price to Marketers
• GLOBAL PERSPECTIVE The Price of Breakfast Around the World
• Price and Nonprice Competition
• Price Competition
• Nonprice Competition
• Pricing Objectives
• Survival
• Profit
• Return on Investment
• Market Share
• Cash Flow
• Status Quo
• Product Quality
• Factors Affecting Pricing Decisions
• Organisational and Marketing Objectives
• Types of Pricing Objectives
• Costs
• Other Marketing Mix Variables
• Channel Member Expectations
• Buyers' Perceptions
• INSIDE MARKETING Buying a Car on the Internet: No Pressure, No Haggling
• Competition 480
• Legal and Regulatory Issues
• Pricing for Organisational Markets
• Price Discounting
• Geographic Pricing
• Transfer Pricing

Module 21. Setting Prices:

• Development of Pricing Objectives
• Determination of Demand
• GLOBAL PERSPECTIVE GE and KoJima: Big Size Plus Low Price Equals Great Value
• The Demand Curve
• Demand Fluctuations
• Gauging Price Elasticity of Demand
• Analysis of Demand, Cost, and Profit Relationships
• Marginal Analysis
• Breakeven Analysis
• C Evaluation of Competitors' Prices
• Selection of a Pricing Policy
• Pioneer Pricing Policies
• Psychological Pricing
• Professional Pricing
• Promotional Pricing
• ETHICAL CHALLENGES A Closer Look at Bausch & Lomb Prices
• Experience Curve Pricing
• Development of a Pricing Method
• Cost-Oriented Pricing
• Demand- Oriented Pricing
• Competition-Oriented Pricing
• Determination of a Specific Price

Module 22. Strategic Market Planning:

• Defining Strategic Market Planning
• INSIDE MARKETING MCI Rolls Up Its Sleeves
• Establishing an Organisational Mission and Goals
• Making the Most of Organisational Opportunities and Resources      
• Environmental Scanning
• Market Opportunities
• Capabilities and Resources
• Developing Corporate and Business- Unit Strategies      
• Corporate Strategy
• Business- Unit Strategy
• TECHNOLOGY IN MARKETING Packard Bell Makes a Smart Purchase
• Developing a Marketing Strategy
• Target Market Selection
• Creating the Marketing Mix
• Creating the Marketing Plan
• Components of the Marketing Plan
• Using the Marketing Plan

Module 23. Marketing Implementation and Control:

• The Marketing Implementation Process
• Problems in Implementing Marketing Activities
• Components of Marketing Implementation
• GLOBAL PERSPECTIVE PepsiCo Redesigns Its International Operations
• Approaches to Marketing Implementation
• Organizing Marketing Activities
• The Role of Marketing in an Organisation's Structure      
• Alternatives for Organizing the Marketing Unit
• Implementing Marketing Activities
• Motivating Marketing Personnel
• Communicating Within the Marketing Unit
• Coordinating Marketing Activities
• Establishing a Timetable for Implementation
• TECHNOLOGY IN MARKETING Deluxe Corp. Adjusts to a Changing Environment
• Controlling Marketing Activities
• Establishing Performance Standards
• Evaluating Actual Performance
• Taking Corrective Action
• Problems in Controlling Marketing Activities
• Methods of Evaluating Performance
• Sales Analysis
• Marketing Cost Analysis
• The Marketing Audit

Module 24. Marketing and the Internet: