introduction to marketingthe role of marketing within a firmcustomer wants and needs marketing decisionsproduct placement promotion and price are four elements of the marketing mixsiva solution incentive information value and accessthe marketing exchangerelationship building with various stakeholdersthe marketing environmentmarketing by individuals and firmsmarketing methods used to deliver valueevolution of the marketing orientationcontemporary relationship marketingbusiness marketingsocial marketingbrandingbranding concepts and techniquesvalue based marketingthe development of value driven firmsthe importance of marketingmarketing can play a key role in integrating supply chain processes and promotingglobal marketing strategiesconsumer awarenesscareers in marketingtypes of marketing careersmarketing as an entrepreneurial forceimportance of evaluating marketing performancemarketing performance metricsmethods for evaluating marketing performancemarketing strategies and planning processcustomer satisfaction and loyalty is essential to any marketing planstrategic business unitsmarketing planning and strategy is to produce multiple sourcesstrategic viewsmarket penetrationmarket developmentbcg matrixge approach to strategic planningintroducing the marketing planwhat makes a marketing plan effectiveadvantages of a marketing planmarketing plan advantagessuccessful marketing planningmarketing plan elementspurpose of the marketing planwhy a marketing plan is essentialsteps required to forecaststeps to creating a marketing plandefining the business missionconducting a situational analysisdefining the marketing objectivesdefining the target marketcreating a marketing mixmanaging marketing strategythe marketing environment 2external environment in marketing strategyinternal factorscompetitioncalculating market sharehow competitors operate monitoring competitionexternal factorsconsumer income purchasing power and confidencecultural values marketers must understand the cultures that govern customers buying habitsdemographics identify common demographic changes in the current marketplacedifferent types of external factors or trends used in creating marketing strategiestechnology impact of technology on marketinguse of new technologies in marketing and researchmarketing innovation trendsintroduction to consumersgoals of consumer market researchquantitative vs qualitative researchwhat is quantitative researchwhat is qualitative researchthe market research processmarketing research data collection processdeveloping insights and an action plantechnology to assist market researchwhat are market segmentationthe importance of market segmentationdeveloping a market segmentationidentification of target marketsconcentrated targetingmeasuring a successful segmentationidentification of target markets 2concentrated targeting 2conducting a segmentationsegmentation for b2b marketingb2b businesses operate companyevaluating market segmentshow to select targeted groups selecting target marketscompetitive perceptual positioningpositioning basesthe consumer decision processinformation searchconsumer decision processinfluences of personality on the consumer decision processsocial influences on the consumer decision processconsumer experience factors influencing experience involvement and satisfactionbusiness marketing 2what is business marketingb2b promotional mixb2b vs consumer marketing similarities and differencestypes of businessesbusiness customer interactionscustomer concerns b2b companies implement client services or customer care processespurchase behaviorpurchase influencespromotional methods promotional tools used in the b2b marketing mixindustrial classificationthe business buying decision processstages of business buyingbusiness ethics in b2bcustomer service as a supplement to productsthe importance of services marketingservices as productsservice marketing management and metricsclient based relationships marketingmarketing mixes for servicessiva solution incentive information value and access 2service qualitytrade and globalizationare global corporations beneficialglobal marketing environmentmeasuring the economic environmentpolitical and regulatory environmentdemographics of new marketsimportant international bodies and agreementsthe world trade organizationtypes of international businesswhat is franchisingmultinational firms improved communication and technologyoutsourcing business functionscontract manufacturingimportingglobal marketing mix relationship between product and promotionpromotional mix changes in promotionmarketing mix changes in placementmarketing mix changes in pricingglobal marketing and the internetintroduction to priceterms used to describe pricethe importance of price to marketersvalue and relative valuecompetitive dynamics and pricingdemand analysisthe influence of supply and demand on priceyield management systemsinputs to pricing decisionspricing objectiveswhy pricing objectives focus on delivering return on investmentproduct qualitygeneral pricing strategiesdemand based pricingcompetitor based pricingmarkup pricingprofit maximization pricingspecific pricing strategiesproduct line pricingpricing during difficult economic timespricing strategies everyday low pricing other pricing strategiespricing tacticsvalue based pricinggeographic pricingpricing legal concernswhat is a productbenefits and solutionswhat is a product 2benefits and solutions 2types of products consumer products and shopping productsshopping productsspecialty productsunsought productsbusiness productsproduct line and product mixproduct life cyclesimpact of the product life cycle on marketing strategymanaging existing productswhen to modify productsnew product developmentnew product development strategyidea generation for new productsconcept testingbusiness analysisdevelopmentmarketing development stages of new product developmenttest marketing the stage where all the variables in the marketing plancommercialization the process of launching a new productdifferentiating factors in product designorganizational requirements for product development and managementthe spread of new products four main elements that influence the spread of new ideas and technologiesbranding a brand refers to a name term symbol or any other typevalue of branding long term profitability through increased customer loyaltywhat is the purpose of branding and why is it so importantbenefits of branding for the consumer manufacturer retailerbrand loyalty consumer purchase behavior following perceived value satisfaction and brand trustbenefits of brand loyaltybrand equity measuring brand equitytypes of brands individual products ranges services organizations individualsbrand ownership building a brandbranding strategies different types of branding strategiespackaging the purposes of packagingpackaging strategies highlight key product attributes qualifiers branding images strategic valueglobal considerations in branding and packagingmarketing channels in the supply chaintypes of marketing channels direct selling selling through intermediaries dual distributionstrategic selection of marketing channelschannel intermediaries functions of agents wholesalers distributors and retailersstreamlining distribution planning and efficient use of supply chain resourceschannel structures business to consumer and business to business marketingalternative channel arrangements additional types of marketingdistribution channels member characteristicsmarketing channel strategy decisionsdistribution intensity different distribution intensity strategiesmarketing channel relationshipsmarketing channel relationships channel power control and leadershipchannel partnerships are strategic collaborationsintroduction to integrated marketing communicationsbenefits of integrated marketing communicationsintegrated marketing communications processconsumer perception of communicationaida modelwhat is the aida approachunderstanding promotion how promotional tools work togetherbrand awareness and loyaltyidentifying prospects customers and understand their needsencouraging product trials free samples and discountsreminding and retaining customersthe promotion mixdeveloping a media plan advertising campaignpersonal selling different elements of personal sellingsales promotionpublic relations message between an individual or organization and the publicsocial media 3direct marketing 2types of direct marketing toolsselecting the promotion mix for a particular productstages in the product life cyclethe promotion mix is an element of the marketing mixtarget market characteristicscharacteristics of the productdifferent types of buying decisionspush and pull strategies are promotional strategiesdifferentiate between trade and consumer promotions relative to a products marketing mixstate the most common goals of integrated marketing communications campaignsimc budget marketing budgets aid in the planning of operationsmeasuring success most important analyses used to measure marketing performancethe growing importance of word of mouthtypes of advertisingproduct advertisingimpacts of advertisingconsumer influencethe advertising campaign product benefits in advertising campaignsidentifying the target market how it impacts advertising strategieshow campaign objectives are identified for an advertising campaigndifferent types of advertising informative persuasive and reminder advertisingfocus of an advertisementdetermining a budget differentiate between fixed and variable budgeting strategiescreating a media plantypes of media and types of scheduling used in advertising campaignscreating advertisementsmeasuring impact with data metrics from advertising campaignspublic relations toolshandling unfavorable publicitymeasuring effectiveness of public relations effortspersonal selling 2value of personal sellingthe personal selling processrequirements for a sales approach as part of personal selling and sales promotionsales presentationhandling sales objectionsclosing the salefollowing upcrm and personal sellingselling rolesways to remove friction in your b2b sales processtypes of selling team selling and relationship sellingmanaging the sales force creating sales force structure territories and goalsrecruiting and selecting salespeoplesales trainingmotivating and compensating salespeoplemeasuring sales force performancesales promotion 2promotion methods in consumer salespromotion methods in consumer sales rebatespromotion methods in consumer sales premiumsloyalty marketing impact of loyalty programs as a personal selling and sales promotioncontests and sweepstakes how companies benefit from their usesampling what is samplinghow to create an effective sampling programpoint of purchase promotionsonline sales promotionpromotion methods in trade salesintroduction to social media and digital marketingtypes of social mediasocial media marketing communicationsdigital marketing characteristicstypes of internet advertisingmobile marketing is the practice of promoting brandssocial behavior of consumerstypes of consumer generated digital contentsocial media and technology trendsmobile consumer behaviortargeting consumers where they spend timemaking appropriate changes to product placement promotion and pricingthe marketing mix in the digital agethe marketing mix in social mediaunderstanding apps in a marketing contexttrends in social mediamarketing research and consumer created contentoverview of ethics role of ethical moral reasoning in the business environmentdefine ethics and how it applies to organizationsethical marketing policies to guidecorporate social responsibilitytypes of social responsibility sustainabilityintroduction to corporate social responsibilitytypes of social responsibility philanthropysocial responsibility auditspromoting ethical behavior through the planning processnonprofit marketing
