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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: