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MFT Review - Marketing
MARKETING STUDY GUIDE
- The implications of an appropriate marketing philosophy: production, sales and marketing concepts.
- CRM (customer relationship management).
- The dynamic environment(s) in which marketing decisions must be made: economy, politics, culture, competition, technology, and etc.
- The increasing importance of international influences on marketing decisions.
- The role of research and information systems in supporting marketing efforts.
- Segmenting, targeting, and positioning: What are they? How are they done?
- Variables and techniques used to segment markets.
- Factors influencing the behavior of buyers in both consumer and organizational markets.
- The relationship among the elements of the marketing mix.
- The role of the product in the marketing mix, including: the product life cycle, the relevance of product innovation, and product classification.
- The role of channel and logistics activities in the marketing mix, including functions of intermediaries, intensity of channel coverage, and total cost of distribution.
- The role of promotion in the marketing mix, including: the communication process, the promotional mix, and the advantages and disadvantages of using advertising, publicity, personal selling, and sales promotion. Integrated marketing communication?
- The role of price in the marketing mix, including: pricing objectives, pricing policies, and pricing methods.
- Exchange marketing versus relationship marketing.
- Branding: what it is? national versus private brands, brand equity/value, etc.
- Social responsibility and marketing ethics.
Contributed by Dr. Prasaad Kantemeni.
Additional textbook website: Principles of Marketing