MKT/571 Version 7 / 1
Week 1 Study Guide: Marketing Strategies
Readings and Key Terms
· Ch. 1 of Marketing Management
o Types of Markets
o Challenges to Managing Marketing
o Holistic Marketing Concept
· Ch. 2 of Marketing Management
o Customer Value
o Competitive Advantage
o Strategic Business Unit (SBU)
o Strategic Planning Process
o SWOT Analysis
o Marketing Plan
· Ch. 3 of Marketing Management
o Marketing Intelligence
o Macroenvironmental Forces
· Demographic
· Economic
· Socio-cultural
· Natural
· Technological
· Political-Legal Forces
o Forecasting Demand
· Ch. 4 of Marketing Management
o Marketing Research Process
o Marketing Metrics
Content Overview
· Marketing Overview
o Definition of Marketing
· Marketing Mix (4Ps)
o Understanding the Consumer
· Needs vs. Wants
· Satisfaction and Value
o Marketing Role in Business and Society
· Types of Markets
· The Business’s Marketing Orientation and Holistic Marketing
· Strategic Marketing
o Maximizing Customer Value
· Value Chain
· Core Competencies
· Competitive Advantage
o Strategic Planning Process
· SWOT Analysis
o Macroenvironmental Factors
o Microenvironmental Factors
· Strategic Goals
o Corporate, Divisional, Business, and Product Level Goals
o SBUs
o Generic Strategies
o Marketing Plans
· Collecting Marketing Research
o Internal Data and Data Mining
o Marketing Intelligence
o Macroenvironmental Analysis
· Demographic Forces
· Economic Forces
· Socio-cultural Forces
· Natural/Environmental Forces
· Technological Forces
· Political/Legal Forces
o Forecasting Demand
· Conducting Marketing Research
o Research Process
· Types of Research
o Exploratory
o Descriptive
o Causal
· Deciding the Research Plan
o Data Sources
o Research Approaches
o Research Instruments
o Sampling Methods
o Challenges to Marketing Research
o Establishing and Measuring Marketing Metrics
Week 2 Study Guide: Consumer Analysis
Readings and Key Terms
· Ch. 6 of Marketing Management
o Buying Decision Process
o External Consumer Behavior Influences (Cultural and Social)
o Psychological Consumer Behavior Influences (Motivation, Perception, Learning, Emotions, Memory)
o Personal Consumer Behavior Influences
o Low-Involvement and High-Involvement Buying Decisions
· Ch. 7 of Marketing Management
o Organizational Buying Situations
o Organizational Buying Centers
o Organizational Buying Decision Process
· Ch. 8 of Marketing Management
o Demographic Segmentation
o Geographic Segmentation
o Psychographic Segmentation
o Consumer Behavior Segmentation
o Steps of Segmentation
o Segmentation Attractiveness
· Ch. 10 of Marketing Management
o Differentiation
o Positioning
o Competitive Advantage
o Value Proposition
o Perceptual Mapping
Content Overview
· Influences of Consumer Buying Behavior
o Cultural Variables
o Social Variables
o Personal Variables
o Psychological Influences
o Consumer Buying Decision-Making Process
o Buying Involvement
· Influences of Organizational Buying Behavior
o Consumer Markets vs. Business, Institutional, and Government Markets
o Buying
o Buying Centers
o Organizational Buying Decision-Making Process
· Market Segmentation and Target Markets
o Marketing Segmentation
· Consumer Segmentation
o Demographic
o Age/Generations
o Psychographic
o VALS
o Geographic
o Behavioral
o Benefit, Usage, and Loyalty Segmentation
· Organizational Segmentation
o Selecting Target Markets
· Types of Market Segments
Market Attractiveness
· Differentiation and Positioning
o Competitive Advantage
o Types of Differentiation
o Positioning Strategies
· Perceptual Mapping
· Positioning Statements
o Selecting Target Markets
· Types of Market Segments
· Market Attractiveness
Week 3 Study Guide: Product Mix
Readings and Key Terms
· Ch. 9 of Marketing Management
o Branding
o Brand Equity
o Individual, Family, Corporate Brands
o Brand Extensions
· Ch. 11 of Marketing Management
o Market Share
o Market Leadership
o Product Life Cycle
· Ch. 12 of Marketing Management
o Product Classification
o Product Differentiation Tactics
o Elements of the Product Mix
· Ch. 13 of Marketing Management
o Product-Service Continuum
o Service Characteristics
o Service Differentiation Tactics
· Ch. 20 of Marketing Management
o New Product Development Process
o Market Testing
o Consumer Adopton
o Commercialization Methods
Content Overview
· New Product Development
o Challenges of New and Aging Products
o Managing the New Product Development Process
· Competitive Strategies
o Market Leadership
o Proactive vs. Defensive Strategies
o Managerial Decisions in the Product Life Cycle
· Branding Strategies
o Establishing and Maintaining Brand Equity
o Branding Decisions
o Managing the Brand Portfolio
· Product Strategies
o Maximizing Customer Value
o Product Mix Components
o Product Class
· Industrial Goods
· Consumer Goods
o Product Differentiation
o Variables of the Product Mix
· Service Strategies
o Service Mix Components
o Service/Product Continuum
o Services Differentiation
Week 4 Study Guide: Pricing and Distribution
Readings and Key Terms
· Ch. 14 of Marketing Management
o Psychological Pricing
o Pricing Objectives
o Determinants of Demand
o Pricing Methods
o Promotional Pricing
o Differentiating Pricing
o Challenges to Adaptive Pricing
· Ch. 15 of Marketing Management
o Marketing channel
o Intermediaries
o Value Network/Chain
o Channel Integration
o E-Commerce
· Ch. 16 of Marketing Management
o Retailing
o Non-store Retailing
o Private Label
o Wholesaling
o Logistics
· Ch. 21 of Marketing Management
o Indirect and Direct Export
o Licensing
o Joint Ventures
o Direct Investment
Content Overview
· Pricing Strategies
o Determinents of Price
· Buyer’s Considerations
o Customer Value and Risk
o Pricing Psychology
· Seller’s Considerations
o Pricing Objectives
o Market Demand
o Cost
o Pricing Methods
· Mark-Up, Target-Return, Perceived-Value, Value, Going-Rate, and Auction Pricing
· Adaptive Pricing
o Pricing Allowances
o Promotional Pricing
o Differentiated Pricing
o Reactive Pricing
· Distribution
o Channel Considerations
· Value Network
· Channel Members and Their Roles
o Manufacturers
o Wholesalers
o Retailers
o Logistics
o Other Intermediaries
· Push/Pull Strategies
· Traditional, Direct, Hybrid, and Multi-Channel Strategies
· Distribution Strategies
· Integration Strategies
o Vertical
o Horizontal
o Multichannel
o Hybrid
· E-Commerce
o Brick and Click
o Pure Click
o M-Commerce
Week 5 Study Guide: Marketing Communication, Branding, and Customer Loyalty
Readings and Key Terms
· Ch. 5 of Marketing Management
o Perceived Customer Value
o Customer Life-time Value
o Customer Relationship Management
o Database Marketing
· Ch. 17 of Marketing Management
o Marketing Communications Mix
o Marketing Communications Process
o Integrated Marketing Communications
· Ch. 18 of Marketing Management
o Advertising
o Sales/Trade Promotion
o Events and Experience Marketing
o Public Relations
· Ch. 19 of Marketing Management
o Direct Marketing
o Direct Response Marketing
o Interactive Marketing
o Mobile Marketing
o Word-of-Mouth Marketing
o Social Media
o Personal Selling
· Ch. 12 of This is PR: The Realities of Public Relations
o Crisis Management
Content Overview
· Building and Maintaining Customer Loyalty
o Perceived Customer Value
· Value Proposition and Delivery
· Satisfaction Considerations
o Maximizing Customer Value
· Obtaining New Customers vs. Maintaining Existing Customers
o Customer Relationship Management
· Personalization
· Empowerment
· Retention
· Loyalty
o Database Marketing and Data-Mining
· Marketing Communications
o Marketing Communications Mix
· Advertising
o Types of Advertising
o Advertising Design
o Media Selection
· Sales/Trade Promotion
o Short-Term
o Incentivizing the Channel
· Events and Experiences
· Public Relations
o Company Image and Communication
o Social Responsibility
o Crisis Management
· Direct and Direct-Response Marketing
o Methods
o Challenges and Benefits
· Interactive Marketing
· Word-of-Mouth (Social Media) Marketing
· Personal Selling
o Marketing Communications Process
· Communication Objectives
· Communication Design
· Communication Channel Selection
o Personal Channel and Customer Engagement Benefits
o Non-Personal/Mass Channel Benefits
o Integrated Channel Benefits
· Communication Budgeting Methods
o Integrated Marketing Communications
Week 6 Study Guide: Performance and Legal/Ethical Issues
Readings and Key Terms
· Ch. 21 of Marketing Management
o Market Entry Methods
o Market Standardization Methods
o Market Adaptation Methods
· Ch. 22 of Marketing Management
o Holistic Marketing
o Internal Marketing
o Socially Responsible Marketing
o Cause-Related Marketing
o Social Marketing
o Marketing Control
o Marketing Audit
· Ch. 7 of This is PR: The Realities of Public Relations
Content Overview
· Global Marketing
o Global Market Attractiveness
o Global Market Entry
· Exporting
· Licensing
· Joint Ventures
· Direct Investment
o Global Marketing Mix Strategies
· Managing the Company Image
· Internal Marketing
· Ethical and Socially Responsible Marketing
· Cause-Related Marketing
· Social Marketing
· Current Marketing Challenges and Holistic Marketing
o Managing the Company Image
o Internal Marketing
o Ethical and Socially Responsible Marketing
o Cause-Related Marketing
o Social Marketing
· Marketing Implementation and Control Mechanisms
o Strategic Controls
o Annual-Plan Controls
o Profitability Controls
o Efficiency Controls
· Marketing Metrics
o Sales/Profits-focused
o Customer-focused
o Communication-focused
o Distribution-focused
· Marketing Audits
o Objectivity and Independence
o External Elements
o Internal Elements
o Benchmarking and Best Practices
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