Marketing: Mastering the Process

Upon successful completion of this course, participants will be able to:

Chapter 1

• Recognize the definition of the marketing management concept; and
• Identify the four P’s of the marketing mix; and
• Define customer relationship management (CRM).

Chapter 2

• Identify the nature of marketing research; and
• Recognize different techniques for gathering data for marketing research.

Chapter 3

• Recognize necessary components in the definition of a market; and
• Identify some characteristics of market segmentation.

Chapter 4

• Identify the advantages of a full-line competitor; and
• Recognize procedures to evaluate cost-profit decisions.

Chapter 5

• Identify characteristics of group behavior.

Chapter 6

• Recognize theories used to determine the needs and wants of consumers; and
• Identify some factors driving the increased power of consumers; and
• Identify some of the protection services available to the consumer.

Chapter 7

• Recognize different classifications of consumer goods.

Chapter 8

• Recognize the characteristics of good planning and development to help avoid product failure.

Chapter 9

• Recognize some characteristics of good branding; and
• Identify different degrees of branding familiarity; and
• Recognize uses and characteristics of labeling.

Chapter 10

• Recognize the price determination power of consumers; and

Chapter 11

• Identify how the concept of price elasticity affects sales and pricing decisions; and
• Recognize the use of discount and allowances.

Chapter 12

• Identify traits of different pricing approaches; and
• Recognize the concept of non-price competition; and
• Identify the behavioral aspects of pricing decisions.

Chapter 13

• Recognize components of the promotional mix; and
• Recognize how promotional factors affect profitability.

Chapter 14

• Identify advertising objectives; and
• Explain when advertising is most effective.

Chapter 15

• Recognize the effective use of personal selling; and
• Identify components of an overall personal selling effort; and
• Recognize methods for developing a plan for compensation.

Chapter 16

• Recognize guidelines used to manage the sales force; and
• Identify examples of sales compensation packages.

Chapter 17

• Identify advantages of different retail organizations; and
• Recognize characteristics of multi-line stores; and
• Recognize different retailing trends.

Chapter 18

• Identify different wholesaler classifications; and
• Differentiate among some special-function intermediaries.

Chapter 19

• Recognize classifications of industrial goods; and
• Recognize the motivation of industrial buyers.

Chapter 20

• Recognize some of the functional aspects of channel operations; and
• Identify the retailers approach to channel leadership.

Chapter 21

• Recognize attributes of the service marketing process; and
• Define the unique characteristics of services – the four “i”s.

Chapter 22

• Recognize components of an international marketing plan; and
• Identify international financial sources; and
• Recognize future trends in international marketing.

Chapter 23

• Recognize marketing information system and its components; and
• Identify the components of a targeted marketing program; and
• Recognize the importance of forecasts to the marketing planning process.

Chapter 24

• Identify how interactive marketing creates customer value, customer relationships, and customer experiences; and
• Identify elements of online commerce that create consumer value; and
• Recognize attributes of multichannel marketing and how it is used to more effectively reach consumers.