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COVERAGE FOR MKT 301 FINAL EXAM, SEM
152
Ch1: Marketing: Managing Profitable Customer Relationships
1. Marketing definitions
2. (Expanded) model of marketing process: research-market selection and value proposition4/7ps-customer relationships building
3. Markets: B2C, B2B, B2g
4. STP
CH2: Company and Marketing Strategy: Partnering to Build
Customer Relationships
5. Portfolio Analysis: BCG, SWOT, Ansoff, STPD, Positioning Map
6. Mission, Vision, Values
7. 4Ps/4Cs
8. Marketing Plan structure
CH3: The Marketing Environment
1. Micro environment
2. PESTLE
3. Demographics: generations baby boomers, X,Y,Z
Ch5: Consumer and Business Buyer Behavior
1. Factors that affect consumer behavior: Cultural, Social, Personal, Psychological
2. Buying decision process
3. Product adoption lifecycle: categories of adopters
CH6: Segmentation, Targeting, and Positioning:
Building the Right Relationships with the Right Customers
1. Key markets
2. STPD, Market segmentation variables + PRIZM
3. Positioning & Maps
CH7: Product, Services, and Branding Strategy
1. Classification of consumer products & promotional tactics
2. Brand, brands functions, characteristics of the strong brand
3. Calculating brand equity – premium pricing approach
Ch8. New-Product Development and Product Life-Cycle Strategies
1. NPD process and Design Thinking
2. PLC of the market and PLC of the product
Ch9. Pricing: Understanding and Capturing Customer Value
1. Pricing strategies and tactics
Ch10.Marketing Channels
1. Channel Structure
2. Channel Design process
Ch. 12, 13, 14 Advertising, PR, Personal Selling, Sales Promotion, Internet marketing and Social
Media
1. Read about each promotion mix tools and its application
Table format that we have followed through the course
Company Strategy and Introduction to Marketing
1. Ch. 2 Marketing and Company
Strategy
2. Ch. 1. Needs, wants, offer, value
Ch1: Marketing: Managing Profitable Customer Relationships
1.
2.
3.
4.
Marketing definitions
(Expanded) model of marketing process: research-market selection and value proposition-4/7pscustomer relationships building
Markets: B2C, B2B, B2g
STP
CH2: Company and Marketing Strategy: Partnering to Build
Customer Relationships
5.
6.
7.
Portfolio Analysis: BCG, SWOT, Ansoff, STPD, Positioning Map
Mission, Vision, Values
4Ps/4Cs
8.
Marketing Plan structure
Segmentation
3. Ch. 6 STP
CH6: Segmentation, Targeting, and Positioning:
Building the Right Relationships with the Right Customers
1.
2.
3.
Key markets
STPD, Market segmentation variables + PRIZM
Positioning & Maps
4Ps
4. Ch. 7. Product, Service, Brand
5. Ch. 9 Pricing
6. Ch. 10 Distribution
7. Ch. 12, 13, 14 Advertizing & IMC
CH7: Product, Services, and Branding Strategy
1.
2.
3.
Classification of consumer products & promotional tactics
Brand, brands functions, characteristics of the strong brand
Calculating brand equity – premium pricing approach
Ch9. Pricing: Understanding and Capturing Customer Value
1.
Pricing strategies and tactics
Ch10.Marketing Channels
1. Channel Structure
2. Channel Design process
Ch. 12, 13, 14 Advertising, PR, Personal Selling, Sales Promotion, Internet marketing and Social Media
1.
Read about each promotion mix tools and its application
KPIs and Controls
8. Ch. 8 NPD and PLC
Ch8. New-Product Development and Product Life-Cycle Strategies
1.
2.
NPD process and Design Thinking
PLC of the market and PLC of the product
External Factors
9. Ch. 3 Business Environment
10. Ch. 5 Consumer Behavior
CH3: The Marketing Environment
4.
5.
6.
Micro environment
PESTLE
Demographics: generations baby boomers, X,Y,Z
Ch5: Consumer and Business Buyer Behavior
4.
5.
6.
Factors that affect consumer behavior: Cultural, Social, Personal, Psychological
Buying decision process
Product adoption lifecycle: categories of adopters