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

Corporate image

Corporate image consists of two components; functional and emotional. The functional component relates to tangible characteristics, while the emotional component is associated with psychological dimensions that are manifested by feelings and attitudes towards a company.

Corporate image is a key part of a firm's marketing as the firm wants to make sure that their image is consistent with their products and brand. A priority for marketing departments will be to enhance the firm's corporate image and activities aimed at enhancing this image.

Marketing experts use public relations and other forms of promotion to suggest a mental picture to the public. These activities may include:

• Public relations - the firm will ensure that its public relations are positioned in such a way as to reinforce or enhance their intended 'corporate image'.
• Promotion - the firm may use their promotion as an opportunity to enhance the corporate image in the minds of consumers. Corporate advertising may be used to advertise the whole philosophy of the business.
• Website - the firm's website will be designed in such a way as to help with promotion and other marketing activities, but also to ensure that the corporate image is maintained or enhanced. Companies may for example, stress their environmental credentials or make their social responsibility report prominently available.
• Rebranding - the company name and logo will all need to match the corporate image and if this is not felt to be the case, then the firm may embark on a rebranding exercise.