1. Marketing Concepts
1.1. Production Concept
1.1.1. High Production Efficiency
1.1.2. Low Cost
1.1.3. Mass Production
1.2. Product Concept
1.2.1. Better Quality
1.2.2. Better Performance
1.2.3. More Features
1.3. Selling Concept
1.3.1. Aggressive Sales Forces
1.3.2. Highly Motivated Sales Forces
1.4. Marketing Concept
1.4.1. Cater the Customer Needs
1.4.2. Monitor Customer Satisfaction Levels
1.5. Societal Concept
1.5.1. Satisfy Customer Needs
1.5.2. Welfare Protection
1.6. Holistic Marketing Concept
1.6.1. Relationship Marketing
1.6.1.1. Maintaining Stakeholder Relationships
1.6.2. Integrated Marketing
1.6.2.1. Customer Management
1.6.3. Internal Marketing
1.6.3.1. Employee Management
1.6.4. Performance Marketing
1.6.4.1. Financial and Non-Financial Returns
2. Marketing Environment
2.1. Micro Environment
2.1.1. Forces Closely Influencing the Company
2.2. Macro Environment
2.2.1. Social, Economic , Political and Legal Influences
3. Environmental Context
3.1. Customer Types
3.1.1. Businesses
3.1.2. Consumers
3.1.3. Government
3.1.4. Employees
3.2. Key Customer Markets
3.2.1. Consumer Markets(B2C)
3.2.2. Business-to-Business Marketing (B2B)
3.2.3. Government-to-Citizen Markets (G2C)
3.2.4. Global Marckets
3.2.5. Business-to-Employee Markets (B2E)
3.2.6. Consumer-to-Consumer Markets (C2C)
4. What is Marketing?
4.1. Definition
4.2. Marketing Goals
4.3. Importance of Marketing
5. Marketing Terms
5.1. Marketer
5.2. Seller
5.3. Consumer
5.4. Customer
5.5. Virtual Market
5.6. Push Strategy
5.6.1. "Taking the product to the Customer"
5.7. Pull Strategy
5.7.1. "Getting the customer to come to you"