Click to ViewUnit 1: Introduction to Marketing
Introduction
Objectives
Key Issues
The buyer-seller relationship
Marketing as an attitude of mind
Marketing creates customer value
Marketing approaches
The marketing mix
Marketing as a process
The marketing environment
Summary
References
Unit 2: Understanding the Market
Introduction
Objectives
Key Issues
Understanding the customer
How do consumers make decisions?
How do organisations buy?
Market segmentation
Segmentation process
Target marketing
Positioning
Marketing research
The research process
Applying research
Summary
References
Further reading
Unit 3: Product and Services Management
Introduction
Objectives
Key issues
Products
Services
Branding
Product life cycle
New product development
Summary
References
Unit 4: Pricing and Distribution Management
Introduction
Objectives
Key issues
Why is price important?
Pricing methods
Impact of the euro on price
Why is place important?
Who uses distributors?
Summary
References
Unit 5: Promotion Management
Introduction
Objectives
Key issues
Development of marketing communications
Defining marketing communications
The communication process
Communications planning
Marketing strategy
Message development
Communications mix decisions
Evaluating effectiveness
Summary
References
Further reading
Unit 6: Marketing Planning
Introduction
Objectives
Key issues
Planning or strategy?
Marketing audit and strategic focus
Marketing objectives
Marketing strategy and competitive behaviour
Implementing the marketing plan
Marketing organisation
Marketing control
Summary
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