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Marketing Overview  define marketing  describe marketing as an organizational function Marketing Strategy  describe the relationship between organizational mission, goals, and strategy and marketing strategy  list and describe the major areas of the environment (e.g., socio-cultural, legal)  discuss the role of diversity in devising marketing strategy  conduct a simple situation analysis including: o external environments o organizational competencies and competitive advantage Ethics in Marketing  discuss ethical issues related to marketing  discuss social responsibility issues in marketing Marketing Research and Market Information Systems  describe the role of marketing research in marketing management  describe the marketing research process and its stages  define core associated with marketing research (e.g., primary data, secondary data, exploratory research, causal research, mail survey  discuss ethical issues related to marketing research  describe the role of market information systems in marketing management Market Segmentation  describe process and steps in market segmentation and target market selection  describe the bases for market segmentation in consumer and organizational markets (e.g., psychographics, geographic, NAISC)  discuss ethical issues related to market segmentation and target market selection  conduct simple market segmentation  discuss sales forecasting and define basic (e.g., executive judgement, time-series analysis)  forecast sales in a simple situation Consumer Behavior  list and describe the steps in the consumer decision-making process and the principle influences on this process (i.e., situational, psychological, and social)  describe the various types of consumer decision making processes (e.g., limited problem solving, routinized response behavior)  define core associated with consumer behavior (e.g., attitudes, risk, perception)  list and describe the stages of a product adoption model (e.g., awareness, interest, evaluation, trial, adoption)  discuss diversity issues related to consumer behavior Organizational Buying Behavior  list and describe the different types of organizational markets (e.g., producer markets and government markets)  describe the consumer decision-making process and the principle influences on this process (e.g., organizational, interpersonal, and individual)  describe the various types of organizational decision-making processes (e.g., new-task, straight rebuy)  define core associated with consumer behavior (e.g., buying center, derived demand, vendor analysis)  discuss the differences between consumer and organizational buying behavior International/Global Marketing  discuss issues related to marketing products in different countries  identify the different ways to conduct business abroad Product Positioning  define product positioning  discuss the relationships among of product positioning, target market selection, and the marketing mix  recommend a product position for simple product/market combination

Technology  discuss the role of technology in marketing  discuss e-commerce and internet marketing Marketing Mix  list and describe the components of the marketing mix Product  define product  list and describe the various categories of consumer products (e.g., convenience products, specialty products) and organizational products (e.g., installations, raw materials)  define key related to product mix (e.g., product line, product mix depth)  list and describe the steps of the product life cycle  identify which step of the product life cycle bests fits particular products  list and describe various types of new products (e.g. line extension, product modification)  describe the steps in the new product development process  discuss the role of branding and define key associated with branding (e.g., brand equity, manufacturer brand, family branding)  list and describe the characteristics of services (e.g., intangibility, perishability)  define service quality  develop an idea for new product and recommend a branding strategy for it Distribution  define distribution  list and describe the functions performed by distribution channels  identify various configurations of marketing channels (e.g., direct channel, dual channel) and discuss situations in which they would be appropriate  identify degrees of marketing coverage (e.g., intensive distribution) and discuss situations in which they would be appropriate  discuss channel conflict and various approaches to managing channels  define key related to distribution channels (e.g., wholesalers, agents)  define retailing  list and describe the major types of retail stores (e.g., department stores, specialty stores)  list and describe the major types of non-store retailing (e.g., vending machines, online retailing)  recommend a distribution strategy for a simple product/market Promotion  define promotion  list and describe the purposes of promotion (e.g., create awareness, stimulate demand)  list and describe the stages in the communication process  define key associated with communication (e.g., , noise)  list and describe the elements of the promotion mix (i.e., advertising, personal selling, public relations and sales promotion)  discuss the factors that affect the composition of a promotional mix (e.g., characteristics of the target market)  discuss ethical issues related to promotion  list and describe the types of advertising (e.g., pioneer advertising)  list and describe the steps in developing an ment  discuss the pros and cons of the various advertising media  list and describe the various personal selling roles (e.g., order getter)  list and describe the steps in the personal selling process  be familiar with the sales budgeting process  list and describe the various types of sales promotion  recommend a promotion strategy for a simple product/market Price        

define price list and describe various related to pricing (e.g., trade discounts, allowances, zone pricing) list and describe the various objectives organizations consider in determining price list and describe the stages in price setting process calculate break-even point calculate mark-ups and mark-downs define key related to pricing (e.g, price skimming, prince-lining) discuss ethical issues related to pricing

Ethics in Marketing  discuss ethical issues related to marketing