Marketing Syllabus Cards

Question 1

role of marketing

strategic role of marketing goods and services

Answer 1

role of marketing

Question 2

role of marketing

interdependence with other key business functions

Answer 2

role of marketing

Question 3

role of marketing

production, selling, marketing approaches

Answer 3

role of marketing

Question 4

role of marketing

types of markets

6

Answer 4

resource, industrial, intermediate, consumer, mass, niche

role of marketing

Question 5

influences on marketing

factors influencing customer choice

4

Answer 5

-psychological
-sociocultural
-economic
-government

influences on marketing

Question 6

influences on marketing

consumer laws

Answer 6

-deceptive and misleading advertsing
-price discrimination
-implied conditions
-warranties

influences on marketing

Question 7

influenes on marketing

ethical influences

Answer 7

-truth, accuracy and good taste in advertising
-products that may damage health
-engaging in fair competition
-sugging

influences on marketing

Question 8

marketing process

situational analysis

Answer 8

SWOT
product life cycle

marketing process

Question 9

marketing process

market research

Answer 9

marketing process

Question 10

marketing process

establishing market objectives

Answer 10

marketing process

Question 11

marketing process

identifying target markets

Answer 11

demographic,
geographic,
pyschographic,
behavioural

marketing process

Question 12

marketing process

developing marketing strategies

Answer 12

marketing process

Question 13

marketing process

implementation, monitoring and controlling

Answer 13

-developing a financial forecast
-comparing actual and planned results
-revising the marketing strategies

marketing process

Question 14

market strategies

market segmentation, product/service differentiation and positioning

Answer 14

market strategies

Question 15

marketing strategies

products: goods and/or services

Answer 15

-branding
-packaging

marketing strategies

Question 16

marketing strategies

price including pricing methods: cost, market, competition-based

Answer 16

-pricing strategies: skimming, penetration, loss leaders, price points
-price and quality interaction

marketing strategies

Question 17

marketing strategies

promotion

Answer 17

-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

marketing strategies

Question 18

marketing strategies

place/distribution

Answer 18

-distribution channels
-channel choice: intensive, selective, exclusive
-physical distribution issues: transport, warehousing, inventory

marketing strategies

Question 19

marketing strategies

people, processes and physical evidence

Answer 19

marketing strategies

Question 20

marketing strategies

e-marketing

Answer 20

marketing strategies

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Question 21

marketing strategies

global marketing

Answer 21

-global branding
-standardisation
-customisation
-global pricing
- competitive positioning

marketing strategies