1. Marketers and Demand
1.1. Negative demand
1.2. Nonexistent demand
1.3. Latent demand
1.4. Declining demand
1.5. Irregular demand
1.6. Full demand
1.7. Overfull demand
1.8. Unwholesome demand
2. Market
2.1. Government markets
2.2. Consumer Markets
2.3. Manufacturer Markets
2.4. Resource Markets
2.5. Intermediary Markets
3. Metamarket
4. Metamarket
5. Marketspace
6. Marketing Management Philisophies
6.1. Production Concept
6.2. Product Concept
6.3. Selling Concept
6.4. Marketing Concept
6.5. Societal Marketing Concept
6.6. The Holistic Marketing Concept
6.6.1. Relationship marketing
6.6.1.1. Four key constituents for relationship marketing
6.6.1.1.1. Customers
6.6.1.1.2. Employees
6.6.1.1.3. Marketing partners
6.6.1.1.4. Members of the financial community
6.6.1.2. Ultimate outcome of relationship marketing is a unique company asset
6.6.1.2.1. Marketing network
6.6.2. Integrated Marketing
6.6.2.1. consistent brand message
6.6.2.2. integrated channel strategy
6.6.2.3. trade-off between having too many channels and too low
6.6.3. Internal Marketing
6.6.3.1. hiring
6.6.3.2. training
6.6.3.3. motivating
6.6.3.4. vertical alignment with senior management and horizontal alignment with other departments
6.6.4. Performance Marketing
7. Key Customer Markets
7.1. Consumer Markets
7.2. Business Markets
7.3. Global Markets
7.4. Nonprofit and Governmental Markets
8. Functions of Marketing
8.1. Product Management
8.2. Selling
8.3. Pricing
8.4. Financing
8.5. Marketing Information Management
8.6. Promotion
8.7. Distribution
9. Core Marketing Concepts
9.1. Needs, Wants and Demands
9.1.1. Needs
9.1.1.1. Stated needs
9.1.1.2. Real needs
9.1.1.3. Unstated needs
9.1.1.4. Delight needs
9.1.1.5. Secret needs
9.1.2. Wants
9.1.3. Demands
9.1.3.1. Ability to pay
9.1.3.2. Willingness
9.2. Marketing Mix
9.3. STP Analysis
10. Promotion
10.1. Customer equity
10.1.1. Value equity
10.1.2. Brand equity
10.1.3. Retention equity
10.2. Marketing Communication Mix / Promotion mix
10.2.1. Advertising
10.2.2. Sales promotion
10.2.3. Events and experiences
10.2.4. Public relations and publicity
10.2.5. Direct marketing
10.2.6. Interactive marketing
10.2.7. Word-of-mouth marketing
10.2.8. Personal selling
10.3. Promotion strategy
10.3.1. Push strategy
10.3.2. Pull strategy
10.4. Developing Effective Communications
10.4.1. Identify the target audience
10.4.1.1. Target market
10.4.1.2. Target audience
10.4.1.3. Target personas
10.4.2. Determine the Communications Objectives
10.4.2.1. Category Need
10.4.2.2. Brand Awareness
10.4.2.3. Brand Attitude
10.4.2.4. Brand Purchase Intention
10.4.3. Design the Communications
10.4.3.1. Message Strategy
10.4.3.2. Creative Strategy
10.4.3.2.1. Informational appeals
10.4.3.2.2. Transformational appeals
10.4.3.3. Message Source
10.4.3.3.1. Sources of credibility
10.4.3.3.2. Principle of congruity
10.4.4. Select the Communications Channels
10.4.4.1. Personal
10.4.4.2. Non-personal (Mass)
10.4.5. Establish The Total Marketing Communications Budget
10.4.5.1. Affodable
10.4.5.2. Percentage-of-sales method
10.4.6. Decide on the Communications Mix
10.4.6.1. type of product market
10.4.6.1.1. consumer
10.4.6.1.2. business
10.4.6.2. buyer readiness to make a purchase
10.4.6.2.1. buyer readiness stages
10.4.6.3. stage in the product life cycle
10.4.7. Measuring Communication Results
10.4.8. Managing the Integrated Marketing Communications Process
11. Place
11.1. Consumer Marketing Channels
11.2. Industrial Marketing Channels
11.3. Channel member functions
11.4. Importance of Marketing Channels
11.5. Factors Influencing Channel Choice
11.5.1. Target market coverage
11.5.1.1. Exclusive distribution
11.5.1.2. Selective distribution
11.5.1.3. Intensive distribution
11.5.2. Fulfillment of buyer requirements
11.5.3. Product related factors
11.5.3.1. Unit value
11.5.3.2. Perishability
11.5.3.3. Bulk and weight
11.5.3.4. Technical nature
11.5.3.5. Standardization
11.5.3.6. Life-cycle stage
11.5.4. Profitability
11.6. Channel Conflicts
11.6.1. Vertical Level Conflict
11.6.2. Horizontal Level Conflict
11.6.3. Multi-Channel Level Conflict
11.6.4. Inter-Type Channel Conflict
11.7. Managing Channel Conflicts
11.7.1. Minimum advertised price
11.7.2. Reduce your distribution channels
11.7.3. Control Your Supply Chain
11.7.4. Strengthen Your Brand by Offering Exclusive Products
12. New Product Developement
12.1. New Product Defined
12.1.1. New-to-the-World-Products
12.1.2. New-to-the-Firm-Products
12.1.3. Additions to Existing Product Lines
12.1.4. Improvements and Revisions to Existing Products
12.1.5. Repositioned Products
12.2. Customer Perceptions of Newness
12.2.1. Discontinuous Innovation
12.2.2. Continuous Innovation
12.2.3. Dynamically Continuous Innovation
12.3. Rewards of Developing New Products
12.3.1. Enhanced Efficiency
12.3.2. Competitive Advantage
12.3.3. Market Expansion
12.3.4. Increased Revenue
12.3.5. Adaptation to Changes
12.3.6. Improved Customer Satisfaction
12.3.7. Attracting Talent and Investment
12.3.8. Building Brand Reputation
12.4. Risks of developing new products
12.4.1. Market Risk
12.4.2. Technical Risk
12.4.3. Financial Risk
12.4.4. Competitive Risk
12.4.5. Operational Risk
12.4.6. Regulatory and Compliance Risk
12.4.7. Timing Risk
12.4.8. User Adoption Risk
12.4.9. Supply Chain Risk
12.4.10. Innovation Risk
12.5. The new product development process
12.5.1. 1 - Idea Generation
12.5.2. 2 - Idea Screening
12.5.2.1. Market Demand
12.5.2.2. Technical Feasibility
12.5.2.2.1. Technical Viability
12.5.2.2.2. Development Costs
12.5.2.2.3. Production Capabilities
12.5.2.3. Profitability
12.5.2.3.1. Pricing Strategy
12.5.2.3.2. Cost-Benefit Analysis
12.5.2.4. Strategic Fit
12.5.2.4.1. Alignment with Business Goals
12.5.2.4.2. Brand Compatibility
12.5.2.5. Competitive Advantage
12.5.2.5.1. Differentiation
12.5.2.5.2. Barriers to Entry
12.5.2.6. Regulatory and Legal Compliance
12.5.2.6.1. Compliance Requirements
12.5.2.6.2. Intellectual Property
12.5.2.7. Scalability
12.5.2.7.1. Scalability
12.5.2.7.2. Adaptability
12.5.2.8. Time to Market
12.5.2.8.1. Speed of Development
12.5.2.8.2. Market Timing
12.5.2.9. Common methods used in idea screening
12.5.2.9.1. Weighted Scoring Model
12.5.2.9.2. SWOT Analysis
12.5.2.9.3. Feasibility Analysis
12.5.2.9.4. Market Research
12.5.2.9.5. Business Model Canvas
12.5.2.9.6. The Delphi Method
12.5.2.9.7. Prototype Testing
12.5.2.9.8. Idea Portfolio Management
12.5.2.9.9. Scenarios and Future Backcasting
12.5.2.9.10. Pugh Matrix (Decision Matrix)
12.5.3. 3 - Concept Development & Testing
12.5.3.1. product idea
12.5.3.2. product concept
12.5.4. 4 - Marketing Strategy Development
12.5.5. 5 - Business Analysis
12.5.5.1. Payback
12.5.5.2. Break-even analysis
12.5.6. 6 - Product Development
12.5.6.1. Quality Function Deployment (QFD)
12.5.6.1.1. customer attributes (CAs)
12.5.6.1.2. engineering attributes (EAs)
12.5.7. 7 - Market Testing
12.5.7.1. Consumer-products tests (variables estimated - trial, first repeat, adoption, and purchase frequency)
12.5.7.1.1. Simulated Test Marketing
12.5.7.1.2. Sales-Wave Research
12.5.7.1.3. Controlled Test Marketing
12.5.7.1.4. Test Markets
12.5.7.2. BUSINESS-GOODS MARKET TESTING
12.5.7.2.1. Alpha testing
12.5.7.2.2. beta testing
12.5.8. 8 - Commercialization
12.5.8.1. WHEN (TIMING)
12.5.8.1.1. First entry
12.5.8.1.2. Parallel entry
12.5.8.1.3. Late entry
12.5.8.2. WHERE (GEOGRAPHIC STRATEGY)
12.5.8.2.1. Small companies
12.5.8.2.2. Large companies
12.5.8.2.3. Companies with national distribution networks
12.5.8.3. TO WHOM (TARGET-MARKET PROSPECTS)
12.5.8.3.1. Adopter Categorization
12.5.8.3.2. Adopters and Stages in product lifecycle
12.5.8.4. HOW (INTRODUCTORY MARKET STRATEGY)
13. Product
13.1. Product Levels
13.1.1. Core Product
13.1.2. Generic/Basic Product
13.1.3. Expected Product
13.1.4. Augmented Product
13.1.5. Potential Product
13.2. Type of Consumer Product
13.2.1. Convenience
13.2.2. Shopping
13.2.3. Speciality
13.2.4. Unsought
13.3. Individual Product Decisions
13.3.1. Product Attributes
13.3.1.1. Product Quality
13.3.1.2. Product Features
13.3.1.3. Product Style & Design
13.3.2. Branding
13.3.2.1. Brand identity
13.3.2.2. Branding
13.3.2.3. Brand
13.3.2.4. Brand Equity
13.3.2.4.1. Brand quality
13.3.2.4.2. Brand awareness
13.3.2.4.3. Brand association
13.3.2.4.4. Brand loyalty
13.3.3. Packaging
13.3.3.1. Types
13.3.3.1.1. Primary package
13.3.3.1.2. Secondary package
13.3.3.1.3. Tertiary package
13.3.3.2. Includes
13.3.3.2.1. materials used
13.3.3.2.2. design
13.3.3.2.3. printing
13.3.3.2.4. assembly
13.3.3.3. Firms may change their packaging
13.3.3.3.1. as a subtle reminder to reposition the product
13.3.3.3.2. to attract a new market
13.3.3.3.3. to appear more up-to-date in its current market
13.3.3.3.4. to encourage consumers to feel they are receiving something tangible in return for paying higher prices
13.3.4. Labeling
13.3.5. Product Support Services
13.4. Product items, Product lines and Product mixes
13.4.1. Product item
13.4.1.1. Product depth
13.4.2. Product line
13.4.2.1. Product line length
13.4.2.2. Product line depth
13.4.3. Product mix
13.4.3.1. Product mix length
13.4.3.2. Product mix width
13.4.4. Advantages
13.4.5. Disadvantages
13.5. Product Lifecycle
13.5.1. Introduction Stage
13.5.2. Growth Stage
13.5.3. Maturity Stage
13.5.4. Declining Stage
14. Price
14.1. Elements of Pricing
14.1.1. Price as an Indicator of Value
14.1.2. Price in the Marketing Mix
14.1.3. The Profit Equation
14.2. The 5 Critical Cs of Pricing
14.2.1. Company Objectives
14.2.1.1. Profit-oriented
14.2.1.2. Sales-oriented
14.2.1.3. Competitor-oriented
14.2.1.4. Customer-oriented
14.2.2. Customer Demand
14.2.2.1. Elastic Vs Inelastic Demand
14.2.2.2. Factors affecting the elasticity of demand
14.2.2.2.1. Relative need for the product
14.2.2.2.2. Availability of substitute goods
14.2.2.2.3. Impact of income
14.2.2.2.4. Time under consideration
14.2.2.2.5. Perishability of the product
14.2.2.2.6. Addiction
14.2.3. Cost
14.2.3.1. Variable Costs
14.2.3.2. Fixed Costs
14.2.3.3. Total Cost
14.2.3.4. Break Even Analysis
14.2.3.4.1. Break even price
14.2.3.4.2. Break even quantity
14.2.3.4.3. Break even point formula
14.2.3.4.4. Break even sales formula
14.2.3.4.5. Margin of safety
14.2.3.4.6. Importance of BEP
14.2.4. Competition
14.2.4.1. Perfect competition
14.2.4.2. Monopolistic competition
14.2.4.3. Oligopoly
14.2.4.4. Monopoly
14.2.5. Channel Members
14.2.5.1. Intermediaries
14.2.5.1.1. Retailers
14.2.5.1.2. Wholesalers
14.2.5.1.3. Agents/Brokers
14.2.5.2. Grey market
14.3. Process of setting prices
14.3.1. Determine Pricing Objective
14.3.2. Estimate Demand
14.3.3. Estimate Cost
14.3.4. Analyse the External Environment
14.3.5. Set Pricing Strategies or Tactics
14.3.5.1. Cost-based
14.3.5.2. Competitor-based
14.3.5.3. Value-based
14.3.5.4. New products
14.3.5.4.1. Price Skimming
14.3.5.4.2. Market Penetration Pricing
14.3.5.4.3. Break-Even Pricing
14.3.5.5. Existing products
14.3.5.5.1. Product line pricing
14.3.5.5.2. Captive product pricing
14.3.5.5.3. Bundle pricing
14.3.5.5.4. Psychological pricing
14.3.5.5.5. Economy pricing
14.3.5.5.6. Predatory pricing