TABLE OF CONTENTS | MarketingNOW!

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Table of Contents

I. It's Everywhere

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I.1 The Importance of Marketing

I.2 The Benefits of Marketing

I.3 Functions of Marketing

I.4 The Marketing Concept

II. Hitting the Target and Adding Value

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II.1 Needs and Wants

II.3 Market Segmentation

II.4 Demographic Segmentation

II.5 Psychographic Segmentation

II.6 Geographic Segmentation

II.7 Behavioral Segmentation

II.8 Buyer Persona

III. Are Customers Really First?

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III.1 Getting Motivated

III.2 How Do Customers Buy?

III.3 Customer Service Matters

III.4 Customer Service Goes Digital

III.5 Customer Retention

IV. The 4 P's . . . or 5 . . . or 6 . . .

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IV.1 The Marketing Mix

IV.2 What Makes an Effective Marketing Mix

IV.3 Product Decisions

IV.4 Place Decisions

IV.5 Price Decisions

IV.6 Promotion Decisions

IV.7 The 4 P's in the Digital World

IV.8 Adjustments to the Marketing Mix

V. It's About the Product

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V.1 Product Planning

V.2 Developing the Mix

V.3 Developing New Products

V.4 Categories of New Products

V.5 Product Development Process

V.6 Digital Product Development

V.7 Positioning

V.8 The Positioning Statement

V.10 Components of Branding

V.11 Types of Brands

V.12 Brand Naming

V.13 The Product Life Cycle

V.14 Marketing Mix and the PLC

V.15 Purposes of Product Packaging

BONUS: Personal Branding

VI. Promote. Promote. Promote.

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VI.1 The Role of Promotion

VI.2 Promotional Objectives

VI.3 The Promotional Mix

VI.4 Advertising

VI.5 Digital Advertising

VI.6 Public Relations

VI.8 Personal Selling

VI.9 Sales Promotion

VI.10 Digital Sales Promotion

VI.11 How To Write a Practical Promotion Plan

VI.12 The Advertising Plan

VI.13 Media Options

VI.14 Digital Media Options

VI.15 What Makes a Good Ad?

VI.16 What Makes a Good Print Ad?

VI.17 What Makes a Good Billboard Ad?

VI.18 What Makes a Good Television Ad

VI.19 What Makes a Good Radio Ad?

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VII. Everything Has a Price

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VII.1 Pricing Objectives

VII.2 Setting Prices

VII.3 Pricing Strategies

VII.4 Psychological Pricing

VII.5 Pricing Digital Products

VII.5 Factors Affecting Pricing

VIII. From Any Place to Your Place

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VIII.1 The Need for Distribution Channels

VIII.2 Channel Members

VIII.3 Direct Channels of Distribution

VIII.4 Indirect Channels of Distribution

VIII.5 Distribution Intensity

VIII.6 Selecting Channels

VIII.7 Digital Distribution

VIII.8 Channel Conflict

IX. Helping Customers Buy

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IX.2 The Steps of the Sales Process

IX.3 Pre-Approach

IX.4 The Approach

IX.5 Determine Needs

IX.6 Presentation

IX.7 Overcome Objections

IX.8 Methods of Overcoming Objections

IX.9 Closing the Sale

IX.10 Closing Techniques

IX.11 Suggestion Selling

IX.12 After the Sale

X. Marketing Research

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X.1 How Important is Research

X.2 Who Should Conduct Market Research

X.3 Identify and Define the Problem

X.4 Collect the Data

X.5 Primary Data

X.6 Keys to Writing An Effective Survey

X.7 Secondary Data

X.8 Who Do We Collect Data From?

X.9 Analyze the Data Recommendations

X.10 Quantitative vs. Qualitative

X.11 How to Organize Market Research

X.13 Common Mistakes When Conducting Research

X.14 Tools to Help You With Your Research

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