CHAPTER 1 – MARKETING ROLE IN THE GLOBAL ECONOMY
DEFINITION OF MARKETING
ECONOMIC UTILITY
DEFINITION OF MACRO MARKETING AND MICRO MARKETING
THE UNIVERSAL MARKETING FUNCTIONS
CHAPTER 2 – MARKETING ROLE WITHIN THE FIRM AND THE NO-PROFIT ORGANIZATION
THE STAGES OF MARKETING EVOLUTION
THE MARKETING CONCEPT AND THE MICRO-MACRO DILEMMA
THE COSTUMER VALUE
THE MARKETING MANAGEMENT PROCESS
THE MARKETING STRATEGY – TARGET MARKET AND MARKETING MIX
THE FOUR Ps
TARGET MARKETING AND MASS MARKETING
CHAPTER 3 – SEGMENTATION AND POSITIONING
THE MARKETING STRATEGY PLANNING PROCESS
S.W.O.T ANALYSIS
TYPE OF OPPORTUNITY AVAIABLE FOR MEETING COSTUMER NEEDS
MARKET, GENERIC MARKET AND PRODUCT MARKET
THE PRODUCT MARKET DEFINITION
SEGMENTATION AND THE MARKET SEGMENTATION PROCESS
THE DIFFERENT TARGET MARKET APPROACH
DIFFERENTIATION AND POSITIONING
CHAPTER 4 – EVALUATING OPPORTUNITIES IN THE CHANGING MARKETING
ENVIRONMENT
THE MARKETING STRATEGY AND THE MARKETING ENVIRONMENT – DIRECT AND
EXTERNAL
DIRECT MARKETING ENVIRONMENT: COMPANY AND COMPETITRS
THE EXTERNAL MARKETING ENVIRONMENT: THE ECONOMIC, TECHNOLOGICAL,
POLITICAL, LEGAL AND CULTURAL AND SOCIAL ENVIRONMENT.
THE PRODUCT ENVIRONMENTAL SENSITIVITY
CHAPTER 5 – DEMOGRAPHIC DIMENSIONS OF THE GLOBAL CONSUMER MARKET
TYPES OF CUTOMERS (FINAL COSTUMERS AND ORGANIZATIONAL COSTUMERS)
WHAT ARE THE DEMOGRAFIC VARIABLES (POPULATION INCOME, POPULATION RATE
OF GROWTH EC EC..)
WHY DEMOGRAFIC VARIABLES ARE IMPORTANT FOR THE MARKETING STRATEGY
POPULATION DANSITY AND URBANIZATION
GROSS DOMESTIC PRODUCT AND GROSS NATIONAL INCOME
THE DIFFERENT TYPES OF SPENDING: DISPOSABLE INCOME AND DISCRETIONARY
INCOME
THE FAMILY LIFE CICLE AND THE DIFFERENT SPENDING PATTERNS.
CHAPTER 6 – CONSUMER BEHAVIOUR
THE MODEL OF BUYER BEHAVIOUR
PSYCHOLOGICAL VARIABLES AND THE PSSP HIERARCHY OF NEED
CONSUMER’S PERCEPTION AND THE LEARNING PROCESS
LIFESTYLE ANALYSIS
SOCIAL INFLUENCES: FAMILY, SOCIAL CASS, REFERENCE GROUP, OPINION LEADER,
AND CULTURE
VIRAL MARKETING
THE PURCHASE SITUATION AND THE CONSUMER PROBLEM SOLVING PROCESS
THREE LEVEL OF PROBLEM SOLVING
CHAPTER 7 – BUSINESS AND ORGANIZATIONAL CUSTOMERS AND THEIR BUYING
BEHAVIOUR
THE DIFFERENT BUSINESS AND ORGANIZATIONAL COSTUMERS AND THEIR BUYING
BEHAVIOURS
THE BYING CENTERS
THE PROBLEM SOLVING PROCESS FOR ORGANIZATIONAL BUYERS
INTERNET E-COMMERCE
CHAPTER 8 – IMPROVING DECISION WITH MARKETING INFORMATION
THE MARKETING INFORMATION SYSTEM AND THE DECISION SUPPORT SYSTEM
THE SCIENTIFIC MATOD AND THE MARKETING RESEARCH
THE FIVE STEPS OF MARKETING RESEARCH
MARKETING CULTURE AND THE ARTS (OPTIONAL)
DEFINITION OF CULTURAL ENTERPRISE
THE FUNCTIONS OF CULTURAL ENTERPRISES
WHAT IS MARKETING CULTURAL AND THE ARTS
THE DIFFERENCE BETWEEN THE ARTISTIC SECTOR AND THE COMMERCIAL SECTOR
CHAPTER 9 - ELEMENTS OF PRODUCT PLANNING FOR GOODS AND SERVICIES
WHAT IS A PRODUCT AND WHAT ARE THE FOUR MAIN PRODUCT AREAS: THE
PRODUCT IDEA, THE BRAND, THE PACKAGE AND WARRANTY SERVICIES
THE KEY DIFFERECES BETWEEN PHYSICAL PRODUCTS AND SERVICIES
THE DIFFERENCES BETWEEN THE VARIOUS CONSUMER AND BUSINESSES PRODUCT
CLASSES
BRANDING: WHAT IS BRANDING AND ITS ROLE IN MARKETING STRATEGY.
(BRAND FAMILIARITY - MANUFACTURER BRANDS AND DEALER BRANDS)
WHAT IS PAKAGING AND ITS ROLE IN MARKETING STRATEGY
WHAT IS A WARRANTY AND ITS ROLE IN MARKETING STRATEGY
CHAPTER 10 – PRODUCT MANAGEMENT AND NEW PRODUCT DEVELOPMENT
THE DIFFERENT STAGES OF THE PRODUCT LIFE CYCLE
HOW PRODUCT LIFE CYCLE EFFECTS STRATEGY PLANNING
WHAT “ NEW PRODUCTS” REALLY ARE AND THE NEW PRODUCT DEVELOPMENT
PROCESS
CHAPTER 14 – PROMOTION
ADVANTAGES AND DISADVANTAGES OF THE DIFFERENT PROMOTION METHODS
THE INTEGRATED MARKETING COMUNICATIONS CONCEPT
THE DIFFERENT PROMOTION OBJECTIVES AND THE AIDA MODEL
THE TRADITIONAL COMUNICATION PROCESS AND HOW IT IS CHANGING WITH THE
HELP OF NEW ELECRONIC MEDIA
HOW PROMOTION BLENDS TYPICALLY VARY OVER THE ADOPTION COURVE AND THE
PRODUCT LIFE CYCLE
CHAPTER 16 – ADVERTISING AND SALES PROMOTION
WHAT ARE THE STRATEGY DECISIONS THAT A MARKETING MANAGER SHOULD MAKE
IN ADVERTISING
WHAT ARE THE DIFFERENT TYPES OF ADVERTISING (PIONEERING, COMPETITIVE,
REMINDER), THEIR GOALS AND ROLES IN THE ADOPTION PROCESS STAGES
HOW TO PLAN THE BEST MESSAGE AND HOW CHOOSE THE BEST COPY THRUST
WHAT IS SALES PROMOTION
THE ADVANTAGES AND LIMITATIONS OF DIFFERENT TYPES OF SALES PROMOTION
CHAPTER 11 – PLACE AND DEVELOPMENT OF CHANNEL SYSTEM
THE RELATIONSHIP BETWEEN PRODUCT CLASSES AND PLACE OBJECTIVES
WHAT ARE THE DIFFERENT TYPES OF CHANNEL SYSTEMS AND THE ADVANTAGES AND
DISADVANTAGES OF SELECTING A PRECISE TYPE OF CHANNELL SYSTEM.
HOW CHANNELL MEMBERS IN VERTICAL MARKETING SYSTEMS SHIFT AND SHARE
THEIR FUNCTIONS
THE DIFFERENCES BETWEEN INTENSIVE, SELECTIVE AND EXCLUSIVE DISTRIBUTION
CHAPTER 17 - PRICE
WHAT STRATEGY DECISIONS MARKETING MANAGERS SHOULD MAKE ABOUT
PRICING
THE DIFFERENT PRING OBJECTIVES AND THEIR ROLE IN STRATEGY PLANNING
WHAT ARE THE CHOICES THAT MARKETING MANAGERS SHOULD MAKE ABOUT PRICE
FLEXIBILITY
THE DIFFERENCES BETWEEN THE TWO INTRODUCTORY PRICING POLICICY: “SKIM THE
CREAM” PRICING AND PENETRATION PRICING
WHAT ARE THE MANY POSSIBLE VARIATION OF A PRICE STRUCTURE: DISCOUNTS,
ALLOWANCIES AND WHO PAYS TRANSPORTATION COSTS