Table of Contents
Click to Jump to a Specific Topic: The Importance of Marketing | The Benefits of Marketing | Functions of Marketing | The Marketing Concept | Review
II. Hitting the Target and Adding Value
Click to Jump to a Specific Topic: Needs and Wants | Utility | Market Segmentation | Demographic Segmentation | Psychographic Segmentation
Geographic Segmentation |Behavorial Segmentation | Buyer Persona | Review
III. Are Customers Really First?
Click to Jump to a Specific Topic: Getting Motivated | How Do Customers Buy? | Review
IV. The 4P's . . . or 5 . . . or 6 . . .
Click to Jump to a Specific Topic: The Marketing Mix | What Makes an Effective Marketing Mix | Product Decisions | Place Decisions | Price Decisions
Promotion Decisions | Adjustments to the Marketing Mix | Review
Click to Jump to a Specific Topic: Product Planning | Developing the Mix | Developing New Products | Categories of New Products
Product Development Process | Positioning | The Positioning Statement | Branding | Components of Branding | Types of Brands | The Product Life Cycle | Marketing Mix and the PLC | Purposes of Product Packaging | Labeling | Review
Click to Jump to a Specific Topic: The Role of Promotion | Promotional Objectives | The Promotional Mix | Advertising | Public Relations | Publicity
Personal Selling | Sales Promotion | How To Write a Practical Promotion Plan | The Advertising Plan | Media Options | What Makes a Good Ad?
What Makes a Good Print Ad? | What Makes a Good Billboard Ad? | What Makes a Good Television Ad?| What Makes a Good Radio Ad? | Review
Click to Jump to a Specific Topic: Pricing Objectives | Setting Prices | Pricing Strategies | Psychological Pricing |Factors Affecting Pricing | Review
VIII. From Any Place to Your Place
Click to Jump to a Sepcific Topic: The Need for Distribution Channels | Channel Members | Direct Channels of Distribution | Indirect Channels of Distribution | Distribution Intensity | Review
Click to Jump to a Specific Topic: AIDCA | The Steps of the Sales Process | Pre-Approach | The Approach | Determine Needs | Presentation
Overcome Objections | Methods of Overcoming Objections | Closing the Sale | Closing Techniques | Suggestion Selling | After the Sale | Review
Click to Jump to a Specific Topic: Identify and Define the Problem | Collect the Data | Primary Data | Who Do We Collect Data From?
Keys to Writing An Effective Survey | Analyze the Data Recommendations | Review