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Principles of Marketing

U1
General Topics
topic 1 to 9
9 topics
01
Introduction of Marketing Basic Concepts
02
Definition of Marketing
03
Scope of Marketing
04
Core Concepts of Marketing
05
The Production Concept
06
The Product Concept
07
The Selling Concept
08
The Marketing Concept
09
The Social Marketing Concept
U1
Market Offerings
topic 10 to 18
9 topics
10
Market Offerings: Products, Services, Experiences
11
Customer Value and Satisfaction
12
Exchanges and Relationship
13
Marketing Strategy and the Marketing Mix
14
Defining a Market-Oriented Mission Statement
15
Setting Objectives and Goals
16
Designing the Business Portfolio
17
SBU's and Their Analysis
18
Developing Strategies for Growth and Downsizing
U2
Marketing Environment
topic 19 to 20
2 topics
19
Marketing Environment: The Micro-Environment
20
Company, Suppliers, Competitors, Publics, Customers
U3
Macroenvironment
topic 21
1 topics
21
Macroenvironment: Major Forces in the Company Environment and Their Impact
U4
Consumer Markets
topic 22 to 26
5 topics
22
Consumer Markets: Model of Consumer Behavior
23
Characteristics of Consumer Behavior
24
Cultural, Social, Personal and Psychological Factors
25
Types of Buying Decision Behavior
26
The Buyer Decision Process
U5
Consumer Driven Marketing Strategy
topic 27 to 29
3 topics
27
Consumer Driven Marketing Strategy: Market Segmentation
28
Types of Segmentation
29
Requirements for Effective Segmentation
U6
Market Targeting
topic 30 to 31
2 topics
30
Market Targeting: Selecting Target Market Segments
31
Choosing a Targeting Strategy
U7
Positioning
topic 32 to 33
2 topics
32
Positioning: Selecting an Overall Positioning Strategy
33
Developing a Positioning Statement
U8
Products, Services and Brands
topic 34 to 40
7 topics
34
Products, Services and Brands: Defining the Product
35
Levels of Product
36
Products and Services Classifications
37
Products and Services Decisions
38
Product Line Decisions and Product Mix Decisions
39
Characteristics of Services
40
Building Brands, Brand Equity, Building Strong Brands
U9
Price and Strategy
topic 41 to 42
2 topics
41
Price and Strategy: What is a Price?
42
Major Pricing Strategies
U10
New Product Pricing Strategies
topic 43 to 47
5 topics
43
New Product Pricing Strategies: Market Skimming Pricing, Market Penetration Pricing
44
Market Skimming Pricing
45
Market Penetration Pricing
46
Product Mix Pricing Strategies
47
Price Adjustment Strategies
U11
Product Development and Life Cycle
topic 48 to 51
4 topics
48
Product Development and Life Cycle: New Product Development Strategy
49
The New Product Development Process
50
Product Life Cycle Strategies for Introductory, Growth, Maturity and Decline Stage
51
Marketing Channels
U12
The Promotion Mix
topic 52 to 56
5 topics
52
The Promotion Mix: Elements of Promotion Mix
53
Advertising
54
Direct Marketing
55
Sales Promotion
56
Personal Selling and Public Relations
U13
Place
topic 57 to 61
5 topics
57
Place: Channels of Distribution & Distribution Strategy
58
Needs & Significance of Intermediaries
59
Functions of Intermediaries
60
Channels of Distribution
61
Selecting Channel of Distribution

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