Syllabus Only (Marketing)

Question 1

Role of marketing overview

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 (role of marketing)

Answer 2

• resource, industrial, intermediate, consumer, mass, niche

Question 3

Influences on marketing overview

Answer 3

• factors influencing customer choice
• consumer laws
• ethical

Question 4

Factors influencing customer choice (influences on marketing)

Answer 4

• psychological, socialcultural, economic, government

Question 5

Consumer laws (influences on marketing)

Answer 5

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

Question 6

Ethical (influences on marketing)

Answer 6

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

Question 7

Marketing process overview

Answer 7

• situational analysis - SWOT, product life cycle
• market research
• establishing market objectives
• identifying target markets
• developing marketing strategies
• implementation, monitoring and controlling

Question 8

Implementation, monitoring and controlling (marketing process)

Answer 8

• developing a financial forecast; comparing actual and planned results, revising the marketing strategy

Question 9

Marketing strategies overview

Answer 9

• market segmentation, product/service differentiation and positioning
• products
• price
• promotion
• place/distribution
• people, processes and physical evidence
• e-marketing
• global marketing

Question 10

Products (marketing strategies)

Answer 10

• products - goods and/or services
  
  • branding
  • packaging

Question 11

Price (marketing strategies)

Answer 11

• price including pricing methods - cost, market, competition-based
  
  • pricing stratagies - skimming, penetration, loss leaders, price points
  • price and quality interaction

Question 12

Promotion (marketing strategies)

Answer 12

• promotion
  
  • elements of the promotion mix - advertising, personal selling and relationship marketing, sales promotions, publicity and public relations
  • the communications process - opinion leaders, word of mouth

Question 13

Place/distribution (marketing strategies)

Answer 13

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

Question 14

Global marketing (marketing strategies)

Answer 14

• global branding
• standardisation
• customisation
• global pricing
• competitive positioning