Table of Contents

  1. Topic pack - Marketing - introduction
    1. Terms and definitions
    2. Aims of the business and management course
    3. Assessment Objectives
    4. Topic Four Structure
  2. 4.1 The role of marketing - notes
    1. The role of marketing
    2. Market size and market share
    3. Market growth
    4. Market share
    5. Definition and nature of marketing
    6. Marketing - Sliced bread and other delights
    7. The marketing process
    8. Marketing and its relationship with other business activities.
    9. Market and Product Orientation
    10. Key elements - market orientation
    11. Market or product orientation?
    12. Additional marketing orientations
    13. Social marketing
    14. Asset-led marketing
    15. Marketing - exercise
    16. Marketing goods and services
    17. Effect on the marketing process
    18. Marketing in non-profit organisations
    19. Marketing in non-profit organisations - case study
    20. Marketing in non-profit organisations - exercises
    21. The marketing plan
  3. 4.1 The role of marketing - questions
    1. Craving coffee - the coffee market
    2. Paying more to do good?
  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
    1. Market research - self-test
    2. Marketing plans - self-test
    3. Marketing objectives & strategy - self-test
    4. The marketing mix - case study
    5. Marketing plan - case study
    6. Marketing objectives and market share
    7. The role of market research
    8. Primary and secondary research - short answer questions
    9. Questionnaires - short answer questions
    10. Market segmentation - short answer questions
    11. Sales forecasting - short answer questions
    12. Sales forecasting - case study
    13. Forecasting techniques - short answer questions
    14. Forecasting techniques - numerical questions
    15. Cyclical variation - numerical question
    16. Marketing strategies - short answer questions
    17. Marketing strategies - case study
    18. Marketing strategies - case study (2)
    19. The Business of Ageing
    20. The online music revolution
    21. Marketing and ethics
    22. Make it green and keep them keen
    23. 'Green' Gifts
    24. Changing times
    25. TryIT - Marketing Maze Green Yachts
  6. 4.3 Product introduction - notes
    1. Product
    2. Classification of products
    3. The total product and Marketing Myopia
    4. New product design and development
    5. New Product Development: Invention and Innovation
    6. Product development: the good, the bad and the ugly
    7. New product development
    8. New product development - case study
    9. Product life cycle
    10. Product life cycle - interactive diagram
    11. Product life cycle - case study (1)
    12. Product life cycle - case study (2)
    13. Product life cycle - case studies (3)
    14. Product life cycle - extension strategies
    15. The product life cycle & cash flow
    16. The product life cycle and product diffusion
    17. Product adoption - case study
    18. Product portfolio analysis
    19. The Boston Consulting Group (BCG) matrix
    20. Using the BCG matrix
    21. Branding
    22. The importance and role of branding
    23. Branding - activities
    24. Brand development
    25. Brand loyalty
    26. Types of branding
    27. Global Brands
    28. Marketing blunders
    29. Brand-as-person
  7. 4.3 Product - questions
    1. Product life cycle & product portfolio- self-test
    2. Product - case study
    3. Product portfolio analysis - short answer questions
    4. Product branding - short answer questions
    5. Product positioning - short answer question
    6. Vorsprung durch Technik
    7. Branding - is it becoming a joke?
    8. Answering the call of nature in Lagos
    9. AOL rebrands as Aol
    10. 3D or Holographic TV - is the world ready to upgrade?
    11. Bratz fighting back
  8. 4.3 Product - simulations and activities
    1. DragIT - Build a Boston Matrix
  9. 4.4 Price - notes
    1. Price
    2. Summary of pricing strategies - SL
    3. Summary of pricing strategies - HL
    4. Cost-based strategies
    5. Cost-plus pricing (mark-up pricing)
    6. Marginal cost pricing
    7. Pricing - Contribution pricing
    8. Pricing - Absorption cost and full cost pricing
    9. Competition-based pricing
    10. Price leadership
    11. Predatory pricing
    12. Going rate pricing
    13. Market-based pricing
    14. Penetration pricing
    15. Skimming pricing
    16. Price discrimination
    17. Loss leader
    18. Psychological pricing
    19. Promotional pricing
    20. Supply and demand
    21. Elasticity
    22. Elasticity and sales revenue
    23. Price elasticity and the product life cycle
    24. Income elasticity of demand (YED)
    25. Cross elasticity of demand (XED)
    26. Advertising elasticity of demand (AED)
  10. 4.4 Price - questions
    1. Elasticity of demand - self-test
    2. Price, income and cross elasticity - self-test questions
    3. Non - price competition
    4. Pricing and quality
    5. Pricing - Conclusion
    6. Pricing policy
    7. Mega yachts and mega money
    8. Certainly not Dinky prices
    9. Hold the Frills
    10. Pricing
  11. 4.4 Price - simulations and activities
    1. TryIT - Pricing yachts
    2. AnimateIT - Markets and prices
    3. Diagram toolkit
    4. Air travel (1)
    5. Air travel (2)
    6. Air travel (3)
    7. iPods (1)
    8. iPods (2)
    9. iPods (3)
  12. 4.4 Promotion - notes
    1. Promotion
    2. DAGMAR & AIDA
    3. Types of Promotion
    4. Above-the-line promotion - summary
    5. Above-the-line promotion (ATL)
    6. Television Advertising
    7. Radio advertising
    8. Newspaper and magazine advertising
    9. Billboards, posters and advertising hoardings
    10. Digital promotion techniques
    11. Below-the-line promotion - summary
    12. Below-the-line promotion (BTL)
    13. Promotional tools
  13. 4.5 Promotion - questions
    1. Promotional techniques - short answer questions
    2. Marketing case study (1)
    3. Marketing case study (2) - It's all in the colour?
    4. P&G boost their advertising expenditure
    5. TryIT - Promoting Maze Green Yachts
  14. 4.6 Place (distribution) - notes
    1. Place (distribution)
    2. Channels of distribution
    3. Channels levels of distribution
    4. Effectiveness of distribution channels
    5. Supply chain management & logistics
    6. Online distribution
  15. 4.7 International marketing - notes
    1. International marketing
    2. Entry into international marketing
    3. Political problems
    4. Social and Cultural constraints
    5. Ethics
    6. Ways of entering overseas markets
    7. International competitiveness
  16. 4.7 International marketing - questions
    1. Nadal is Building Endorsement Portfolio
  17. 4.8 E-commerce - notes
    1. E-commerce
    2. Business-to-business (B2B)
    3. The five steps to B2B e-commerce
    4. Business-to-customers (B2C)
  18. 4.8 E-commerce - questions
    1. Operation Payback
  19. Printable version