Key Points for Chapter 1: Defining Marketing for the 21st Century
1. Definition of marketing
2. Demand States
3. Marketplace, marketspace and metamarket
4. Needs, wants, and demands
5. Major societal forces
6. Value and satisfaction
7. Customer value triad
8. Marketing channels
9. Supply chain
9. Production concept, product concept, selling concept, and marketing
concept
10. Relationship marketing
11. Integrated Marketing
12. Four P’s and Four C’s
13. Internal marketing and external marketing
14. Societal responsibility marketing
15. Market Segmentation, Targeting, and Positioning
Key Points for Chapter 2: Developing Marketing Strategies and Plans
1. Value Deliver Process
2. Value Chain
3. Core Competence
4. Mission statement
5. Major Competitive spheres
6. Characteristics of a Strategic Business Unit (SBU)
7. Intensive, Integrative. Diversification growth
8. Downsizing and Divesting Businesses
9. SWOT analysis
10. Four Criteria of MBO of a business unit
11. Porter’s generic strategies
12. Strategic group
13. Strategic alliance
14. Contents of marketing plan
Key Points for Chapter 3: Gathering Information and Scanning the
Environment
1. Marketing information system (MIS)
2. Internal Records
3. Marketing intelligence system
4. Fad, Trend, and Megatrend
5. Identifying The Major Macroenvironmental Forces
6. Four types of industrial structure
7. Five income distributing patterns
8. Shortage of raw materials
9. Creative destruction
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10. Three purposes of legislation regulating business
11. Consumerist movement
12. High persistence of core cultural values
13. Shifts of secondary cultural values through time
Key Points for Chapter 4: Conducting Marketing Research and Forecasting
Demand
1. Marketing research of small businesses
2. Secondary data sources
3. Primary data
4. Research approaches
5. Research instruments
6. Sampling plan
7. Probability sample
8. Contact methods
9. Seven characteristics of good marketing research
10. Potential, available, target, penetrated market
11. Estimating future demand
Key Points for Chapter 5: Creating Customer Value, Satisfaction, and
Loyalty
1. Customer perceived value
2. Value proposition and value-delivery system
3. Total customer satisfaction
4. Highly satisfied customers
5. Measuring customer satisfaction
6. Customer profitability analysis
7. Customer lifetime value
9. Customer relationship management
10. Mass marketing vs. One-to-one marketing
11. Attracting, retaining and growing customers
12. Customer development process
13. Reducing customer defection
14. Ways for using customer database
Key Points for Chapter 6: Analyzing Consumer Markets
1. Culture and subculture
2. Social class
3. Reference group
4. Opinion leader
5. Occupation & economic conditions
1. Factors affecting Product Choice
6. Lifestyle & value
7. Freud’s theory, Maslow’s theory , and Herzberg theory
8. Perception: Selective attention, distortion, and retention
9. Buying decision process
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10. Expectancy-value model
11. Factors affecting purchase decision after purchase intention
12. Postpurchase satisfaction
Key Points for Chapter 7: Analyzing Business Markets
1. Derived demand
2. Inelastic demand
3. Fluctuating demand
4. Systems buying and systems selling
5. Buying center
1. Influencer
2. Gatekeeper
6. Solution selling
7. Purchasing orientation
8. Stages in the buying process
9. E-procurement
10. Supplier selection
11. Institutional markets
12. Governmental markets
Key Points for Chapter 8: Identifying Markets Segments and Targets
1. Mass marketing
2. Micromarketing
1. Segmentation marketing
2. Niche marketing
3. Demographic segmentation
4. Psychographic segmentation
5. Behavioral Variables
1. Benefits
2. Loyalty Status
6. Steps in Segmentation process
7. Effective segmentation criteria
8. Evaluating and selecting market segments
9. Differentiated marketing costs
10. Ethical choice of market targets
Key Points for Chapter 9: Creating Brand Equity
1. Role of brand
2. Brand equity
3. Marketing advantages of strong brands
4. Six criteria in choosing brand elements
5. Brand awareness, Brand image
6. Brand bonding
7. Reasons for Brand Decline
8. Brand crisis
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9. Line extensions & category extensions
10. Four general strategies for branding
11. Brand portfolio
12. Customer equity
Key Points for Chapter 10: Crafting the Brand Positioning
1. Definition of market positioning
2. Competitive advantage
3. Product differentiation
4. Personnel differentiation
5. Channel differentiation
6. Image differentiation
7. Product life cycle (PLC)
8. Maturity Stage
1. Market Modification
2. Product Modification
3. Marketing Program Modification
9. Strategies for decline stage of PLC
10. Market evolution
Key Points for Chapter 11: Dealing with Competition
1. Five threats in determining attractiveness of a market or a market segment
2. Industry concept of competition and Market concept of competition
3. Number of sellers and degree of competition
4. Entry barriers, exit barriers
5. Strategic group
6. Share of market, share of mind, share of heart
7. Responsive, anticipative, and creative marketer
8. Market leader’s 6 defensive strategies
9. Considerations before pursuing increased market share by the market
leader
10. A specific attack strategy of a market challenger
11. Counterfeiter, cloner, imitator, adaptor
12. Niche market
13. Specialization of niches
Key Points for Chapter 12: Setting Product Strategy
1. Product differentiation
2. Service differentiation
3. Line stretching& Line filling
4. Line modernization and pruning
5. Product-Mix Pricing
6. Fifth P
8. Factors for the growing use of packaging as a marketing tool
9. Objectives of packaging
10. Functions of labeling
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11. Labeling laws
12. Warranties and guarantees
Key Points for Chapter 13: Designing and Measuring Services
1. Five categories of service mix
2. Consequences of high experience and credence qualities of service
3. Intangibility of service
4. Inseparability of service
5. Variability of service
6. Perishability of service
7. Internal, External & Interactive Marketing
8. Five determinants of service quality
9. Customer complaints
10. Best practices of service-quality management
11. Customers’ worries on product support service
12. Life-cycle cost
13. Postsale service strategy
Key Points for Chapter 14: Developing Pricing Strategies and Programs
1. Common mistakes in pricing
2. Reference prices
3. Price-quality inferences
4. Pricing objectives
5. Price sensitivity
6. Estimating demand curves
7. Experience curve (Learning curves)
8. Target costing
9. Three C’s for price setting
10. Selecting a Pricing Method
11. Geographical pricing
12. Promotional pricing
13. Differentiated pricing
Key Points for Chapter 15: Designing and Managing Value Networks and
Channels
1. Push strategy and Pull strategy
2. Value network
3. Marketing channel member functions
4. Five service outputs
5. Exclusive, Selective, Intensive Distribution
6. Trade-relations mix between producer & its channel members
7. Motivating channel members
8. Vertical marketing system
9. Horizontal Marketing system
10. Channel conflicts; Vertical, Horizontal, Multichannel
11. Managing channel conflict
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12. Legal and ethical issues in channel relations
Key Points for Chapter 16: Managing Retailing, Wholesaling, and Logistics
1. Franchise
2. Direct product profitability
3. Services and store atmosphere
4. Store activities and Selling experiences
5. Supply chain management
6. Integrated logistics system
7. M=T+FW+VF+S
8. Inventory
Key Points for Chapter 17: Designing and Managing Integrated Marketing
Communications
1. 8 modes of marketing communication patterns
2. Hierarchy-of-effects model
3. AIDA model
4. Informational and transformational Appeals
5. Message source’s credibility
6. Principle of congruity
7. Buzz marketing & Viral marketing
8. Methods for marketing communication budget: Affordable, Percentage-ofsale, Competitive parity, Objective-and-Task
9. Characteristics of marketing communications mix
1. Advertising
2. Sales promotion
3. Public relations and publicity
4. Direct & interactive marketing
5. Word-of-mouth marketing
6. Personal selling
10. Integrated marketing communications
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