Marketing

Table of Contents

1. Topic pack - Marketing - introduction
2. 4.1 The role of marketing - notes
3. 4.1 The role of marketing - questions
4. 4.2 Marketing Planning - notes
   1. Marketing planning
   2. The marketing mix
   3. The Total Product Concept
   4. Ethics of marketing
   5. Marketing audit
   6. Porter's five forces
   7. Porter's five forces - activities
   8. Marketing objectives
   9. Market research - introduction
   10. The role of market research
   11. Primary and secondary research
   12. Primary research - information gathering techniques
   13. Observations - case studies
   14. Group-based market research
   15. Market research - summary
   16. Questionnaires
   17. Sampling
   18. Methods of sampling - introduction
   19. Main methods of sampling
   20. Sampling errors
   21. Market segmentation
   22. Consumer Profiles
   23. Types of segments
   24. Demographic segmentation
   25. Psychographic segmentation
   26. Psychographic segmentation - case study
   27. Geographic segmentation
   28. Industrial markets
   29. Targeting
   30. Positioning
   31. Corporate image
   32. Position/perception maps
   33. Unique selling point/proposition USP
   34. Marketing strategies and tactics
   35. Sales forecasting
   36. Qualitative forecasting/data
   37. Forecasting and correlation
   38. Forecasting techniques
   39. Constructing time-series analysis
   40. Moving average
   41. Four point moving average - worked example
   42. Identifying the seasonal variation
5. 4.2 Marketing planning - questions
6. 4.3 Product introduction - notes
7. 4.3 Product - questions
8. 4.3 Product - simulations and activities
9. 4.4 Price - notes
10. 4.4 Price - questions
11. 4.4 Price - simulations and activities
12. 4.4 Promotion - notes
13. 4.5 Promotion - questions
14. 4.6 Place (distribution) - notes
15. 4.7 International marketing - notes
16. 4.7 International marketing - questions
17. 4.8 E-commerce - notes
18. 4.8 E-commerce - questions
19. Printable version

Consumer Profiles

It is essential for firms to understand their target customer and be able to describe their characteristics. The marketing department should be able to develop consumer profiles for all their markets outlining of significant demographic and psychographic details about the users of a particular product. This will include details such as:

• where they live
• whether they are male or female or both
• what they do
• what their values are
• what they earn
• where they shop and how often and whether they are brand loyal
• how old they are
• whether they are likely to be married, single or have children

Consumer profiles will be different for each of a firm's target markets. This knowledge will help it meet the needs and wants of their customers. Media publishers, for example, will be able to provide potential advertisers with reader profiles, to help justify the placement of particular advertisements in certain periodicals, newspapers or magazines.