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 – resource, industrial, intermediate, consumer, mass, niche

Strategic role, Ineterdependence, Approaches, Types of Markets

Question 2

Influences on Marketing

Answer 2

• 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

Influences on customers, Consumer Laws, ethics, fair competition

Question 3

Marketing Processes

Answer 3

• 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

Question 4

Marketing Strategies

Answer 4

• 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

Segementation, Differentiation, Pricing, Promotion, Place, Global, Ph Ev