Marketing

Table of Contents

1. Topic pack - Marketing - introduction
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
4. 4.2 Marketing Planning - notes
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

Asset-led marketing

The firm's core competence may relate to human, physical or non-physical assets. For example it may use its brand reputation to support market or product extension. Soft drink and confectionary companies rely on their brand strengths to launch new products. Cadbury for example used its reputation for chocolate brand reputation to extend into related products such as desserts such as trifles, ice creams such as Cadbury 99 and cakes and biscuits.

Coca Cola also used its brand reputation and distribution networks to launch new varieties of soft drinks such as Diet Coke, caffeine free Coke and Cherry Coke as well as moving into other drink sectors such as water through its Dasani brand and into fruit juices such as Minute Maid. A full list of its product range can be found here.