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