Part one: Introduction
1.Marketing:
Marketing: A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.
Marketing management philosophies: 1.The product concept 2.The selling concept 3.The marketing concept 4.The societal marketing concept
Marketing plan:
1.Executive summary and table of contents
2.Current marketing situation: (1) Market situation (2) Product situation (3) Competitive situation (4) Distribution situation (5) Macro-environment situation
3.SWOT and issue analysis
4.Objectives: (1) Financial objectives (2) Marketing objectives
5.Marketing strategy
6.Action programs
7.Projected profit-and-loss statement
8.Controls
2.Marketing research
Marketing information system: 1.Assessing information needs 2.Developing information: (1) Internal records (2) Marketing intelligence (3) Marketing research 2.Information analysis 3.Distributing information
Marketing research:
1.Defining the problem and the research objectives
2.Developing the research plan:
(1) Determining specific information needs (2) Gathering secondary information: A. Internal sources B. Government publications C. Periodicals and books D. Commercial data (3) Planning primary data collection (4) Presenting the research plan
3.Implementing the research plan
4.Interpreting and reporting the findings
3.Cosumer behavior
Model: 1.Marketing stimuli: 4P 2.Other stimuli: PEST 3.Buyer’s black box: (1) Buyer characteristics (2) Buyer decision process 4.Byer’s response
Psychological influences: 1.Motivation 2.Perception: (1) Selective exposure (2) Selective distortion (3) Selective retention 3.Learning 4.Beliefs and attitudes
Personal influences: 1.Age and life cycle stage 2.Occupation 3.Education 4.Economic situation 5.Personality and self-concept 6.Consumer lifestyle
Cultural influences: 1.Culture 2.Subculture3.Social class
Social influences: 1.Hosehold types 2.Groups 3.Roles and status
Types: 1.Complex buying behavior 2.Dissonance-reducing buying behavior 3.Habitual buying behavior 4.Variety-skeeking buying behavior
The buyer decision process: 1.Need recognition 2.Information search 3.Evalation of alternatives 4.Purchase decision 5.Post-purchase behavior
Characteristics of business products: 1.Materials and parts 2.Capital items 3.Consumables
Characteristics of business markets:
1.Market structure and demand: (1) Fewer buyers (2) Larger buyers (3) Close supplier-customer relationships (4) Geographically concentrated buyers (5) Derive demand (6) Inelastic demand (7) Fluctuating demand
2.Nature of buying unit: (1) Professional purchasing (2) Several buying influences
Major influences on business buyers: 1.Environmental factors 2.Organisational factors 3.Upgraded purchasing: (1) Centralized purchasing (2) Long-term contracts (3) Purchasing performance evaluation (4) Just-in time production systems 5.Intrpersonal factors 6.Individual factors
The business buying process: 1.Problem recognition 2.General need description 3.Product specification 4.Supplier search 5.Proposal solicitation 6.Supplier selection 7.Order-routine specification 8.Performance review
4.Market segmentation, Targeting and positioning
Market segmentation:
1.Analysing consumer market segments:
(1) Geographic segmentation (2) Demographic segmentation: A. Age and life cycle stage B. Gender C. Income C. Multivariate demographic segmentation
(2) Psycho graphic segmentation: A. Socioeconomic states B. Lifestyle C. Personality
(3) Behavioral segmentation: A. Occasions B. Benefits sought C. Use status D. Usage rate E. Loyalty status F. Buyer-readiness stage G. Attitude
2.Identifying and analyzing business market segments
Market targeting:
1.Evaluating market segments: (1) Segment size and growth (2) Segment structural attractiveness (3) Marketing organization objectives and resources
2.Selecting market segments: (1) Undifferentiated marketing (2) Differentiated marketing (3) Concentrated marketing
Market positioning:
1.Identifying a positional direction
2.Identifying possible competitive advantages: A. Product differentiation B. Services differentiation C. Personnel differentiation D. Image differentiation
3.Selecting the right competitive advantages