Introduction to Marketing

PART 1:

1. THIS IS MARKETING (pages 3-27)

• Definitions of marketing


• What marketing is not


• Before marketing


• Modern marketing


• The marketing function


• Demand and supply


• Exchanges


• Marketing’s changing emphasis


• The rise of consumerism


• The focus themes

2. MARKETING TODAY (pages 29-42)

• Markets


• Market dynamics


• Marketing strategies


• Objectives


• Strategic orientations


• Focusing on customers

PART 2: MARKETING ANALYSIS

3. MARKETING ENVIRONMENT (pages 57-86)

• Use of environmental information


• Situation analysis


• Marketing environment models


• The organizational environment (the internal environment)


• The external environment


• SWOT Analysis


• Stakeholders

4. MARKET SEGMENTATION (pages 91-121)

• Market attractiveness


• Why segment and target markets?


• Segmentation approaches


• Target marketing


• Positioning


• The five-stage process from market segmentation to positioning

5. BUYER BEHAVIOUR (pages 127-154)

• The consumer buyer decision process


• Types of consumer buying decision


• Levels of involvement


• Influences on consumer buyer behaviour


• The consumer buyer decision process for new products


• Types of organization and the products they purchase


• Characteristics of organizational markets


• Organizational buying situations


• The buying centre


• The organizational buying processes


• Organizational purchase criteria

6. MARKETING RESEARCH (pages 159-184)

• Types of marketing research


• Secondary (desk) research


• Primary (field) research


• Two approaches to research: qualitative and quantitative


• Commercially available research


• Quality of marketing information


• Research methods and techniques


• Forecasting and trends

PART 3: MARKETING TOOLS

7. PRODUCT (pages 189-219)

• What is a product?


• The total product (the offering)


• Product types


• Services


• Branding


• Product development


• The product life cycle


• Product portfolio management

8. PROMOTION (pages 227-258)

• Promotion management


• Promotional strategy


• Setting the promotional budget


• The marketing communications process


• Influencing customers (audiences)


• The marketing communications mix


• Advertising


• Public Relations (PR)


• Sales promotion


• Personal selling


• Regulations

9. PLACE (pages 265-286)

• Getting the place right


• Members of the supply chain


• Right space


• Right time


• Differing views of place


• Place management


• Designing the supply chain


• Marketing functions in the supply chain


• E-channels


• Our technological world

10. PRICE (pages 293-319)

• Why it is so important to get the price right


• Pricing viewpoints


• Pricing in the mix


• Pricing objectives


• Pricing methods


• Market-based pricing


• Cost-based pricing


• Target profit pricing


• Foreign currency pricing


• Pricing strategies


• Pricing tactics


• Changing the price


• Price elasticity of demands

11. THE MARKETING MIX (pages 327-345)

• Marketing mix objectives


• The 4Ps


• The 7Ps of service marketing


• Mixing it (blending the marketing mix)


• The product life cycle


• Criticisms