1. The Marketing Mix
1.1. Product
1.1.1. Three levels of product; Core, Actual and Augmented .
1.2. Place
1.2.1. Ensuring sufficient quantities, appropriate outlets and acceptable delivery costs to be provided.
1.3. Promotion
1.3.1. Marketing communication is an audience-centred activity, designed to engage audiences and promote conversations.
1.4. Pricing
1.4.1. Cost based pricing, competitor based pricing and customer based pricing.
1.5. Services and non-profit
1.5.1. Characteristics of services are: Intangibility, Inseparability, variability and perishability.
2. Operations
2.1. Operations Management
2.1.1. Input-output transformation model summarises the set of roles in operations management.
2.2. Operations Strategy
2.2.1. The patterns of strategic decisions and actions that set the role, objectives and activities of the operation.
2.3. Operations Co-ordination
2.3.1. Conflicts can arise between operations management and marketing.
3. Product and Service Design
3.1. 1- Concept generation
3.1.1. 2- Concept screening
3.1.1.1. 3. Preliminary design
3.1.1.1.1. 4. Evaluation and improvement
4. The Design of Processes
4.1. Step 1 - Understanding the design factors
4.1.1. Step 2 - Process choice
4.1.1.1. Step 3 - Layout choice
4.1.1.1.1. Step 4 - Detailed design
5. Raising Finance
5.1. Retained earnings
5.2. Working capital management
5.3. Debt factoring
5.4. Bank overdrafts
5.5. Bank facilities
5.6. Leasing
5.7. Equity finance
6. The External Business Environment
6.1. STEEPLE
7. Marketing
7.1. The Marketing Concept
7.1.1. "Marketing is the management process responsible for identifying , anticipating and satisfying customer requirements profitably" - The Chartered Institute of Marketing 2015
7.1.2. The Marketing Process
7.1.2.1. 1). Organisation's mission, visions and values.
7.1.2.1.1. 2). Analysis of the market
7.1.2.2. 'Six tests of a successful mission statement ' - Wilson and Gilligan 2005
7.1.2.2.1. Be specific enough to guide staff's behaviour.
7.1.2.2.2. Be based on fulfilling customers needs and satisfaction rather than the products characteristics.
7.1.2.2.3. Encapsulate the organisations key skills.
7.1.2.2.4. Signal opportunities and threats
7.1.2.2.5. Be achievable
7.1.2.2.6. Be adaptable
7.2. The Marketing Environment
7.2.1. The microenvironment
7.2.1.1. Consumer markets - Goods and services purchased by individuals and householders for personal consumption
7.2.1.2. Business markets - Goods and services purchased by businesses for use in their operations or manufacturing
7.2.1.3. Reseller markets - Goods and services purchased for reselling at a profit
7.2.1.4. Government markets - Goods and services purchased by governments for the delivery of public services
7.2.1.5. International markets - Goods and services purchased by buyers in other countries who may be any of the preceding four types of buyers.
7.2.2. The macroenvironment
7.2.2.1. Social factors - societal changes present oppurtunuties for innovation
7.2.2.2. Technological factors - Technological innovations offer the potential for organisations to take advantage of strategic windows
7.2.2.3. Economic factors - Changes in economic condition can also stimulate innovation
7.2.2.4. Environmental factors - Increasing expectations of society. i.e. recyclable products.
7.2.2.5. Political factors - Political changes such as party majority in the government can cause opportunities.
7.2.2.6. Ethical Factors - Consumers heightened awareness of environmental issues can cause opportunities.
7.3. Marketing Research
7.3.1. Market research is the collection and analysis of information about markets.
7.4. Focusing an Offering
7.4.1. Segmentation , targeting and positioning are examples of focusing an offer.