syllabus - marketing

Question 1

role of marketing

Answer 1

+ strategic role of marketing goods and services
+ interdependence with other key business functions
+ production, selling, marketing approaches
+ types of markets

Question 2

types of markets

Answer 2

\+ resource
\+ industrial
\+ intermediate
\+ consumer 
\+ mass
\+ niche

Question 3

influences on marketing

Answer 3

+ factors influencing customer choice
+ consumer laws
+ ethical

Question 4

factors influencing customer choice

Answer 4

+ psychological
+ sociocultural
+ economic
+ government

Question 5

consumer laws

Answer 5

+ deceptive and misleading advertising
+ price discrimination
+ implied conditions
+ warranties

Question 6

ethical

Answer 6

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

Question 7

marketing process

Answer 7

\+ situational analysis
\+ market research
\+ establishing market objectives
\+ identifying target markets
\+ developing market strategies
\+ implementation, monitoring and controlling

Question 8

situational analysis

Answer 8

+ SWOT

+ product life cycle

Question 9

implementation, monitoring and controlling

Answer 9

+ developing a financial forecast
+ comparing actual and planned results
+ revising the market strategy

Question 10

marketing strategies

Answer 10

+ market segmentation, product/service differentiation and positioning
+ products - goods and/or services
+ price including pricing methods - cost, market, competition-based
+ promotion
+ place/distribution
+ people, processes and physical evidence
+ e-marketing
+ global marketing

Question 11

products - goods and/or services

Answer 11

+ branding

+ packaging

Question 12

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

Answer 12

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

Question 13

promotion

Answer 13

+ 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

Question 14

place/distribution

Answer 14

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

Question 15

global marketing

Answer 15

\+ global branding
\+ standardisation
\+ customisation
\+ global pricing
\+ competitive positioning