Marketing Syllabus Flashcards
Recall the marketing syllabus
role of marketing
influences on marketing
marketing process
marketing strategies
Recall the dot points in “role of marketing”
strategic role of marketing goods and services
interdependence with other key business functions
production, selling, marketing approaches
types of markets – resource, industrial, intermediate, consumer, mass, niche
Recall the dot points in “influences on marketing”
factors influencing customer choice – psychological, sociocultural, economic, government
consumer laws
- deceptive and misleading advertising
- price discrimination
- implied conditions
- warranties
ethical – truth, accuracy and good taste in advertising, products that may damage health, engaging in fair competition, sugging
Recall the dot points in “marketing process”
situational analysis – SWOT, product life cycle
market research
establishing market objectives
identifying target markets
developing marketing strategies
implementation, monitoring and controlling – developing a financial forecast; comparing actual and planned results, revising the marketing strategy
Recall the dot points in “marketing strategies”
market segmentation, product/service differentiation and positioning
products – goods and/or services
- branding
- packaging
price including pricing methods – cost, market, competition-based
- pricing strategies – skimming, penetration, loss leaders, price points
- price and quality interaction
promotion
- elements of the promotion mix – advertising, personal selling and relationship marketing, sales promotions, publicity and public relations
- the communication process – opinion leaders, word of mouth
place/distribution
- distribution channels
- channel choice – intensive, selective, exclusive
- physical distribution issues – transport, warehousing, inventory
people, processes and physical evidence
e-marketing
global marketing
- global branding
- standardisation
- customisation
- global pricing
- competitive positioning
