This course teaches you key components of marketing strategy and tactics including: identification, analysis and selection of target markets; development of product/service lines; pricing; distribution systems; advertising and promotions; service marketing; and international marketing. Major forces impacting marketing strategy are discussed, such as consumer behavior, completion, and regulating forces. Also covered are marketing information systems, search-related marketing, interactive marketing and E-commerce, and multichannel marketing.
Learning Objectives
- Upon successful completion of this course, participants will be able to:
Chapter 1
Recognize the definition of the marketing management concept; and
Identify the four P's of the marketing mix; and
Define customer relationship management (CRM).
Chapter 2
Identify the nature of marketing research; and
Recognize different techniques for gathering data for marketing research.
Chapter 3
Recognize necessary components in the definition of a market; and
Identify some characteristics of market segmentation.
Chapter 4
Identify the advantages of a full-line competitor; and
Recognize procedures to evaluate cost-profit decisions.
Chapter 5
Identify characteristics of group behavior.
Chapter 6
Recognize theories used to determine the needs and wants of consumers; and
Identify some factors driving the increased power of consumers; and
Identify some of the protection services available to the consumer.
Chapter 7
Recognize different classifications of consumer goods.
Chapter 8
Recognize the characteristics of good planning and development to help avoid product failure.
Chapter 9
Recognize some characteristics of good branding; and
Identify different degrees of branding familiarity; and
Recognize uses and characteristics of labeling.
Chapter 10
Recognize the price determination power of consumers; and
Chapter 11
Identify how the concept of price elasticity affects sales and pricing decisions; and
Recognize the use of discount and allowances.
Chapter 12
Identify traits of different pricing approaches; and
Recognize the concept of non-price competition; and
Identify the behavioral aspects of pricing decisions.
Chapter 13
Recognize components of the promotional mix; and
Recognize how promotional factors affect profitability.
Chapter 14
Identify advertising objectives; and
Explain when advertising is most effective.
Chapter 15
Recognize the effective use of personal selling; and
Identify components of an overall personal selling effort; and
Recognize methods for developing a plan for compensation.
Chapter 16
Recognize guidelines used to manage the sales force; and
Identify examples of sales compensation packages.
Chapter 17
Identify advantages of different retail organizations; and
Recognize characteristics of multi-line stores; and
Recognize different retailing trends.
Chapter 18
Identify different wholesaler classifications; and
Differentiate among some special-function intermediaries.
Chapter 19
Recognize classifications of industrial goods; and
Recognize the motivation of industrial buyers.
Chapter 20
Recognize some of the functional aspects of channel operations; and
Identify the retailers approach to channel leadership.
Chapter 21
Recognize attributes of the service marketing process; and
Define the unique characteristics of services
- the four "i"s.
Chapter 22
Recognize components of an international marketing plan; and
Identify international financial sources; and
Recognize future trends in international marketing.
Chapter 23
Recognize marketing information system and its components; and
Identify the components of a targeted marketing program; and
Recognize the importance of forecasts to the marketing planning process.
Chapter 24
Identify how interactive marketing creates customer value, customer relationships, and customer experiences; and
Identify elements of online commerce that create consumer value; and
Recognize attributes of multichannel marketing and how it is used to more effectively reach consumers.
Major Topics
Marketing Research
Consumer and the Market
Marketing Costs
Marketing Strategies
Product as a Variable
Product Planning
Price Theory
Pricing Patterns
Advertising
Sales Force Management
Retailing
