1. Chapter 6: Marketing segmentation & Marketing Targeting
1.1. Designing a customer value (Marketing strategy)
1.1.1. Segmentation
1.1.2. Targeting
1.1.3. Differentiation
1.1.4. Positioning
1.2. Market segmentation
1.2.1. Segmenting Consumer Market
1.2.1.1. Geographic
1.2.1.2. Demographic
1.2.1.3. Psychographic
1.2.1.4. Behavioral
1.2.2. Segmenting Business Market
1.2.2.1. Operating characteristics
1.2.2.2. Purchasing approaches
1.2.2.3. Situational factors
1.2.2.4. Personal characteristics
1.2.3. Segmenting International Market
1.2.3.1. Geographic location
1.2.3.2. Economic factors
1.2.3.3. Political and Legal factors
1.2.3.4. Cultural factors
1.2.4. Effective segmentations' requirement
1.2.4.1. Measurable
1.2.4.2. Accessible
1.2.4.3. Substainable
1.2.4.4. Differentiable
1.2.4.5. Actionable
1.3. Market Targeting
1.3.1. Undifferentiated (mass) Marketing
1.3.2. Differentiated (segmented) Marketing
1.3.3. Concentrated (niche) Marketing
1.3.4. Micro-Marketing (local/individual marketing)
1.4. Differentiation & Positioning
1.4.1. Competitive advantages
1.4.2. Product position
1.4.3. Deciding segment to enter
1.4.4. Value propoition
1.4.4.1. More B for more P
1.4.4.2. More B for the same P
1.4.4.3. More B for less P
1.4.4.4. The same B for less P
1.4.4.5. The same B for much less P
2. Chapter 7: Product strategy
2.1. Deffinition of product
2.1.1. Product
2.1.2. Service
2.1.2.1. Intangible
2.1.2.2. Variability
2.1.2.2.1. Service Marketing
2.1.2.2.2. Service Quality (LATTE)
2.1.3. Create value for customer
2.1.4. Create & Manage customer experiences
2.2. Level of Products & Services
2.2.1. Core customer value
2.2.1.1. Product attributed
2.2.1.2. Branding
2.2.1.3. Packaging
2.2.1.4. Labelling & Logos
2.2.1.5. Product support services
2.2.2. Actual Product
2.2.3. Augmented product
2.3. Product & Services classification
2.3.1. Industrial products
2.3.1.1. Materials & Parts
2.3.1.2. Capital items
2.3.1.3. Supplies & Services
2.3.2. Consumer products
2.3.2.1. Convienience products
2.3.2.2. Shopping products
2.3.2.3. Specialist products
2.3.2.4. Unsought products
2.4. Life cycle & Strategy
2.4.1. Product development stage
2.4.2. Introduction stage
2.4.3. Growth stage
2.4.4. Maturity stage
2.4.5. Decline stage
2.5. Brands & Brand position
2.5.1. Brands
2.5.1.1. Brand value
2.5.1.2. Brand equity
2.5.2. Brands Strategy
2.5.2.1. Brand positioning
2.5.2.1.1. Attributed
2.5.2.1.2. Benefits
2.5.2.1.3. Beliefs & Values
2.5.2.2. Brand name selection
2.5.2.2.1. Selection
2.5.2.2.2. Protection
2.5.2.3. Brand sponsorship
2.5.2.3.1. Manufacturer's brand
2.5.2.3.2. Private brand
2.5.2.3.3. Licensing
2.5.2.3.4. Co-Branding
2.5.2.4. Brand development
2.5.2.4.1. Line extensions
2.5.2.4.2. Brand Extensions
2.5.2.4.3. Multibrands
2.5.2.4.4. New brands
2.6. Additional Product & Services Consideration
2.6.1. Product Decisions and Social Responsibility
2.6.1.1. acquiring/dropping products
2.6.1.2. patent protection
2.6.1.3. product quality and safety
2.6.1.4. product warranties
2.6.2. Product Decisions and Ethics
2.6.2.1. Do no harm
2.6.2.2. Foster trust in the marketing system
2.6.2.3. Embrace ethical values
3. Chapter 8
3.1. Definition of pricing
3.1.1. The amount of money charged for a product
3.1.2. The sum of the values of product or service
3.2. Major pricing strategies
3.2.1. Customer value-based pricing
3.2.1.1. Setting price based on buyers' perceptions of value than the sellers' cost
3.2.1.2. Good-value pricing
3.2.1.3. Value-added pricing
3.2.2. Cost-based pricing
3.2.2.1. Type of costs
3.2.2.1.1. Fixed costs (overhead)
3.2.2.1.2. Variable costs
3.2.2.1.3. Total costs
3.2.2.2. Cost-plus pricing
3.2.2.2.1. Adding standard markup to the cost of product
3.2.2.3. Break-even pricing
3.2.2.3.1. Setting price to break even on the costs of a product
3.2.2.3.2. Setting price to make a target return
3.2.3. Competition-based pricing
3.2.3.1. Prices based on competitors's strategies, cost, prices and market offering
3.2.3.2. Consumers judge a product's value on the prices that competitor charge for a similar product
3.3. Pricing strategy
3.4. Considerations affecting Price strategy
3.4.1. Target costing
3.5. Price adjustment Strategies
3.5.1. Geographic pricing
3.5.1.1. FOB-origin pricing
3.5.1.2. Uniform-delivered pricing
3.5.1.3. Zone pricing
3.5.1.4. Basing-point pricing
3.5.1.5. Freight-absorption pricing
3.5.2. Customer-segment pricing
3.5.3. Promotional pricing
3.5.4. Dynamic pricing
3.5.5. Personalized pricing
3.5.6. Dynamic online pricing
3.5.7. International prices
4. Chapter 9
4.1. Value Delivery Network
4.1.1. Company, distributors, suppliers, and customers
4.1.2. Channel Marketing
4.2. Functions of channel members
4.2.1. Key functions
4.2.1.1. Complete transactions
4.2.1.1.1. Promotion
4.2.1.1.2. Information
4.2.1.1.3. Contact
4.2.1.1.4. Matching
4.2.1.1.5. Negotiation
4.2.1.2. Fulfill transactions
4.2.1.2.1. Physical distribution
4.2.1.2.2. Financing
4.2.1.2.3. Risk taking
4.2.2. Numbers of channel levels
4.2.2.1. Channel Level
4.2.2.2. Direct marketing channel
4.2.2.3. Indirect marketing channel
4.3. Channel Management decisions
4.3.1. Marketing channel management
4.3.1.1. Selecting, managing, motivating, evaluating
4.3.2. Consumer business marketing channel
4.3.3. Distributor reduces the number of channel transactions
4.3.4. Disintermediation
4.4. Retailing and Omni-Channel
4.4.1. Retailing
4.4.2. Retailer
4.4.3. Shopper marketing
4.4.4. Omni-Channel retailing
4.4.4.1. In store, mobile, shopping
4.4.4.2. Cause a massive shifts
4.4.4.3. Experts have called a "retail apocalypse"
4.4.5. Omni-channel buyers
4.4.5.1. Consumers are "Mobile-first" shoppers
5. Chapter 2: Company and Marketing Strategy
5.1. Company-wide Strategic Planning: Defining Marketing's Role
5.1.1. Defining a market-oriented Mission
5.1.2. Setting Company Objectives and Goals
5.2. Designing The Business Porfolio
5.2.1. Analyzing the Current Business Porfolio
5.2.1.1. Step 1: identify the key businesses that make up the company, called strategic business units (SBUs)
5.2.1.2. Step 2: assesses the attractiveness of its various SBUs and decides how much support each deserves
5.2.2. The Boston Consulting Group Approach
5.2.2.1. The growth-share matrix defines four types of SBUs:
5.2.2.1.1. Stars: high-growth, high-share businesses or products
5.2.2.1.2. Cash Cows: low-growth, high-share businesses or products.
5.2.2.1.3. Question Marks: low-share business units in high-growth markets
5.2.2.1.4. Dogs: low-growth, low-share businesses and products
5.2.3. Developing Strategies for Growth and Downsizing
5.2.3.1. Useful device: the product/market expansion grid
5.2.3.1.1. consider deeper market penetration
5.2.3.1.2. consider market development
5.2.3.1.3. consider product development
5.2.3.1.4. consider diversification
5.3. Planning Marketing: Partnering to Build Customer Relationships
5.3.1. Partnering with other company departments
5.3.2. Partnering with others in the marketing system
5.3.2.1. suppliers
5.3.2.2. distributors
5.3.2.3. customers
5.4. Marketing Strategy and the Marketing Mix
5.4.1. marketing strategy
5.4.1.1. which customers it will serve?
5.4.1.1.1. segmentation
5.4.1.1.2. targeting
5.4.1.2. how will we create value for them?
5.4.1.2.1. differentiation: is a marketing strategy companies use to make their product unique to stand out from competitors.
5.4.1.2.2. positioning: acquiring a space in the mind of the customer
5.4.2. marketing mix
5.4.2.1. product
5.4.2.1.1. Variety Quality Design Features Brand name Packaging Services
5.4.2.2. price
5.4.2.2.1. List price Discounts Allowances Payment period Credit terms
5.4.2.3. place
5.4.2.3.1. Advertising Personal selling Sales promotion Public relations Direct and digital
5.4.2.4. promotion
5.4.2.4.1. Channels Coverage Locations Inventory Transportation Logistics
5.5. Managing the Marketing Effort and Marketing Return on Investment
5.5.1. Managing the Marketing effort
5.5.1.1. Marketing Analysic: SWOT analysis
5.5.1.2. Marketing Planning
5.5.1.3. Marketing Implementation
5.5.1.4. Marketing Department Organization
5.5.1.5. Marketing Control
5.5.2. Measuring and Managing Marketing Return on Investment
5.5.2.1. Marketing ROI
6. chapter 10: Intergrated Marketing Communications Strategy
6.1. Integrated Marketing Communications
6.1.1. Major change factors
6.1.1.1. Consumer
6.1.1.2. marketing strategies
6.1.1.3. digital technology
6.1.2. four major types of media (POES)
6.1.2.1. Paid media
6.1.2.1.1. promotional channels paid for by the marketer
6.1.2.2. Owned media
6.1.2.2.1. promotional channels owned and controlled by the company (company websites, events )
6.1.2.3. Earned media
6.1.2.3.1. PR media channels (newspapers,TV, blogs, online video sites)
6.1.2.4. Shared media
6.1.2.4.1. media shared by consumers with other consumers (social media,blogs, traditional word of mouth)
6.2. The Need
6.2.1. Carefully integrating and coordinating the company’s many communications channels
6.2.1.1. a clear
6.2.1.2. consistent
6.2.1.3. compelling message
6.3. Communication Process
6.3.1. Sender
6.3.1.1. seeks to convey a message to the receive
6.3.2. Message
6.3.2.1. the set of symbols that the sender transmits
6.3.3. Encoding
6.3.3.1. translating a message into understandable term
6.3.4. Decoding
6.3.4.1. receiver’s interpretation of a message
6.3.5. Feedback
6.3.5.1. receiver’s response to a message
6.3.6. Noise
6.3.6.1. any stimulus that distract a receiver from receiving the message
6.3.7. Medial
6.3.7.1. medium through which a message is delivered.
6.3.8. Receiver
6.3.8.1. The party receiving the message sent by another party
6.4. Developing Effective Marketing Communications
6.4.1. Step 1: Identifying the Target Audience (individuals, groups, special publics, or the general public)
6.4.2. Step 2: Determining the Communication Objectives (create content experiences that will keep customers on the path)
6.4.2.1. 5As
6.4.2.1.1. awareness
6.4.2.1.2. appeal
6.4.2.1.3. ask
6.4.2.1.4. act
6.4.2.1.5. advocacy
6.4.3. Step 3: Designing a Message
6.4.3.1. Message content
6.4.3.2. Message structure
6.4.3.3. Message format
6.4.4. Step 4: Choosing Communication Channels and Media
6.4.4.1. Personal communication channels
6.4.4.2. Nonpersonal communication channels
6.4.4.3. Word-of-mouth influence
6.4.4.4. Buzz marketing
6.4.5. Step 5: Selecting the Message Source
6.4.5.1. Must be careful when selecting celebrities to represent their brand
6.4.6. Step 6: Collecting Feedback
7. Chapter 3: Analyzing the Marketing Environment
7.1. The Microenvironment and Macroenvironment
7.1.1. The Microenvironment
7.1.1.1. Company
7.1.1.2. Suppliers
7.1.1.3. Marketing intermediaries
7.1.1.3.1. Resellers
7.1.1.3.2. Physical distribution firms
7.1.1.3.3. Marketing services agencies
7.1.1.3.4. Finanial intermediaries
7.1.1.4. Competitors
7.1.1.5. Publics
7.1.1.5.1. Financial publics
7.1.1.5.2. Media publics
7.1.1.5.3. Government publics
7.1.1.5.4. Citizen-action publics
7.1.1.5.5. Internal publics
7.1.1.5.6. General public
7.1.1.5.7. Local publics
7.1.1.6. Customers
7.1.1.6.1. 5 types of customer market
7.1.2. The Macroenvironment
7.1.2.1. The Demographic and Economic Environments
7.1.2.1.1. The Demographic Environment
7.1.2.1.2. The Economic Environment
7.1.2.2. The Natural and Technology Environment
7.1.2.3. The Political - Social and Cultural Environments
7.1.2.3.1. Political - social environments
7.1.2.3.2. Cultural Environments
7.1.2.4. Responding to the Marketing Environment
8. Chapter 4: Consumer Markets & Buyer Behavior
8.1. Defining Consumer Behavior
8.1.1. Consumer buyer behavior
8.1.1.1. The buying behavior of final consumers ( individuals and households )
8.1.1.2. buy goods and services for personal consumption
8.1.2. Consumer market
8.1.2.1. All the individuals and households
8.1.2.2. buy or acquire goods and services for personal consumption
8.2. Model of Buyer Behavior
8.2.1. The Model of Buyer Behavior
8.2.1.1. Environment
8.2.1.1.1. Marketing stimuli 4P
8.2.1.1.2. Other ( Economic, Technological, Social, Cultural)
8.2.1.2. Buyer's black box
8.2.1.2.1. Characteristics
8.2.1.2.2. Decision process
8.2.1.3. Buyer responses
8.2.1.3.1. Buying attitudes, preferences
8.2.1.3.2. Purchase behaviour: what, when, where and how much
8.2.1.3.3. Brand engagement, relationships
8.2.1.4. Environment
8.3. Factors affecting Consumer Behavior
8.3.1. Cultural
8.3.1.1. Culture
8.3.1.1.1. Set of basic values, perceptions, wants, and behaviors learned
8.3.1.2. Subculture
8.3.1.2.1. Shared value systems based on experiences and situations
8.3.1.3. Social class
8.3.1.3.1. Social-Class Consciousness
8.3.2. Social
8.3.2.1. Groups and social networks
8.3.2.1.1. Reference group
8.3.2.1.2. Opinion leader
8.3.2.1.3. Word-of-mouth influence
8.3.2.1.4. Influencer marketing
8.3.2.1.5. Online social networks
8.3.2.2. Family
8.3.2.2.1. Bachelorhood => Honeymooners => Parenthood => Post-Parenthood => Dissolution
8.3.2.3. Roles and status
8.3.2.3.1. Choose products appropriate to roles and status in group ( famliy, clubs, organizations, communities)
8.3.3. Personal
8.3.3.1. Age and liife-cycle stage
8.3.3.2. Occupation
8.3.3.3. Economic situation
8.3.3.4. Liffestyle
8.3.3.5. Personality and seft-concept
8.3.3.5.1. Brand personality framework
8.3.4. Psychological
8.3.4.1. Motivation
8.3.4.1.1. A need that is sufficiently pressing (Maslow’s Hierarchy of Needs) => seek satisfaction
8.3.4.2. Perception
8.3.4.2.1. Selective attention
8.3.4.2.2. Selective distortion
8.3.4.2.3. Selective retention
8.3.4.3. Learning
8.3.4.3.1. Changes in an individual’s behavior arising from experience
8.3.4.4. Beliefs and attitudes
8.3.5. Buyer
8.4. Buying Decision Behavior and Buying Decision Process
8.4.1. Buying Decision Behavior
8.4.1.1. High involvement
8.4.1.2. Low involvement
8.4.1.3. Significant differences between brands
8.4.1.3.1. High involvement
8.4.1.3.2. Low involvement
8.4.1.4. Few differences between brands
8.4.1.4.1. High involvement
8.4.1.4.2. Low involvement
8.4.2. Buying Decision Process
8.4.2.1. Need recognition
8.4.2.2. Information search
8.4.2.3. Alternative evaluation
8.4.2.4. Purchase decision
8.4.2.5. Postpurchase behavior
8.4.3. Time of adoption of innovation
8.4.3.1. Innovators : 2.5%
8.4.3.2. Early adopters : 13.5%
8.4.3.3. Early mainstream : 34%
8.4.3.4. Late mainstream : 34%
8.4.3.5. Lagging adopters : 16%
9. Chapter 5: Business Markets & Business Buyer Behavior
9.1. Business Markets
9.1.1. Business buyer behavior
9.1.2. Business buying process
9.1.3. Market structure and demand
9.1.3.1. Fewer but larger buyers
9.1.3.2. Business demand is derived demand, more inelastic and fluctuating than consumer demand.
9.1.4. The nature of buying unit
9.1.4.1. More decision participants
9.1.4.2. More decision participants
9.1.5. The types of decisions and the decision process
9.1.5.1. Face more complex buying decisions
9.1.5.2. Buying process is longer and more formalized
9.1.5.3. Buyers and sellers are more dependent
9.2. Business Buyer Behavior
9.2.1. The Model of Business Behavior
9.2.1.1. The environment
9.2.1.1.1. Marketing stimuli (4P)
9.2.1.1.2. Other stimuli (Economic, Technological, Political, Cultural, Competitive)
9.2.1.2. The buying organization (Organization infuences)
9.2.1.2.1. The buying center ( Interpersonal and individual influences
9.2.1.3. Buyer responses
9.2.1.3.1. Product or service choice
9.2.1.3.2. Supplier choice
9.2.1.3.3. Supllier relationship
9.2.1.3.4. Order quantities
9.2.1.3.5. Service terms
9.2.1.3.6. Paymenr
9.2.2. Major Types of Buying Situations
9.2.2.1. Straight rebuy
9.2.2.2. Modified rebuy
9.2.2.3. New task
9.2.2.4. Systems selling (or solutions selling)
9.2.3. Participants in the Business Buying Process
9.2.3.1. Buying center
9.2.3.1.1. Users
9.2.3.1.2. Influencers
9.2.3.1.3. Buyers
9.2.3.1.4. Deciders
9.2.3.1.5. Gatekeepers
9.2.4. Major Influences on Business Buyer Behavior
9.2.4.1. Environmental
9.2.4.1.1. The economy
9.2.4.1.2. Supply conditions
9.2.4.1.3. Technology
9.2.4.1.4. Politics/regulation
9.2.4.1.5. Competition
9.2.4.1.6. Culture and customs
9.2.4.2. Organizational
9.2.4.2.1. Objectives
9.2.4.2.2. Strategies
9.2.4.2.3. Structure
9.2.4.2.4. Systems
9.2.4.2.5. Procedures
9.2.4.3. Interpersonal
9.2.4.3.1. Influence
9.2.4.3.2. Expertise
9.2.4.3.3. Authority
9.2.4.3.4. Dynamics
9.2.4.4. Individual
9.2.4.4.1. Age/education
9.2.4.4.2. Job position
9.2.4.4.3. Motives
9.2.4.4.4. Personality
9.2.4.4.5. Preferences
9.2.4.4.6. Buying style
9.2.4.5. Buyers
9.3. Business Buying Decision Process
9.3.1. Problem recognition
9.3.2. General need description
9.3.3. Product specification
9.3.4. Supplier search
9.3.5. Proposal solicitation
9.3.6. Supplier selection
9.3.7. Order-routine specification
9.3.8. Performance review
9.4. Institutional and Government Markets
9.4.1. Institutional Markets
9.4.1.1. Consists of schools, universities, hospitals, nursing homes, prisons, and other institutions
9.4.1.2. Huge opportunity for marketers of food, medical, maintenance, education, technology, security, and others
9.4.1.3. Differ in their sponsors and their objectives
9.4.1.4. Set up separate divisions to meet the special characteristics and needs
9.4.2. Government Markets
9.4.2.1. Defense, education, public welfare, and other public needs.
9.4.2.2. Domestic suppliers are more favored
9.4.2.3. Watched by outside publics
9.4.2.4. Buying practices are highly specialized and specified ( bidding or negotiated contracts)
9.4.2.5. More forms and signatures and respond more slowly
9.5. Differences
9.5.1. B2B: Business to Business
9.5.1.1. Based on relationships with business buyers
9.5.1.2. Often small & focused market
9.5.1.3. More complex & longer buying process
9.5.1.4. More sophisticated buyers
9.5.1.5. Aim is to turn prospects into buying customers
9.5.1.6. Educational element to promotion
9.5.2. B2C: Business to Consumer
9.5.2.1. Products more important than relationships
9.5.2.2. Usually larger markets
9.5.2.3. Single step buying process; often short (e.g. impulse purchase
9.5.2.4. Less sophisticated buyers
9.5.2.5. Emotional considerations affect buying behaviour
9.5.2.6. Brands very important
10. Chapter 1: An overview of marketing
10.1. Definition
10.1.1. The process companies engage customers, build strong customer relationships, create customer value
10.2. Understanding the Marketplace and Customer Needs
10.2.1. Needs, wants, & demands
10.2.2. Market offerings
10.2.2.1. Products
10.2.2.2. Services
10.2.2.3. Experiences
10.2.3. Customer value & satisfaction
10.2.4. Exchanges & relationships
10.2.5. Market
10.3. Main elements in a marketing system
10.4. 5 Marketing Management Orientations
10.4.1. Production concept
10.4.1.1. favor products that are available and highly affordable
10.4.2. Product concept
10.4.2.1. first step in the marketing process
10.4.3. Selling concept
10.4.3.1. convince customers that they need your product
10.4.4. Marketing concept
10.4.4.1. your marketing efforts delivering value to customers, which will make them loyal customers who come back again and again
10.4.5. Societal marketing concept
10.4.5.1. businesses are, or should be, motivated by more than just profit
10.5. The Changing Marketing Landscape
10.5.1. The Digital Age
10.5.2. The Growth of Not-for-Profit Marketing
10.5.3. Sustainable Marketing