Marketing: Mastering the Process
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1 Marketing: Mastering the Process Course Description This course teaches you key components of marketing strategy and tactics including: identification, analysis and selection of target markets; development of product/service lines; pricing; distribution systems; advertising and promotions; service marketing; and international marketing. Major forces impacting marketing strategy, such as consumer behavior, competition, and regulating forces, are discussed. Also covered are marketing information systems, search-related marketing, interactive marketing and E-commerce, and multichannel marketing. Completion Deadline & Exam: This course, including the examination, must be completed within one year of the date of purchase. In addition, unless otherwise indicated, no correct or incorrect feedback for any exam question will be provided. Course Level: Overview. This program is appropriate for professionals at all organizational levels. CPE Credits: 12 (CPA) Category: Management Prerequisite: None Advanced Preparation: None Course Learning Objectives Chapter 1-3: Intro, Marketing Research, the Consumer and the Market 1. Discuss the economic impact of marketing. 2. Compute and clarify basic economic functions. 3. Define the marketing management concept. 4. Identify the target market. 5. Describe the marketing mix. 6. Detail and give examples of the universal functions of marketing. 7. Describe the marketing program. 8. Explain customer relationship management (CRM). 9. List today s marketing musts.
2 10. Characterize and discuss the nature of marketing research. 11. Conduct motivation or qualitative research. 12. List the limitations of marketing research. 13. Use the computer to validate marketing information systems. 14. Implement a planning market research program. 15. Interpret research findings. 16. Predict and formulate future trends. 17. Define a market. 18. Describe the purchasing power potential of consumers. 19. Determine the expenditure variations. 20. List and describe some characteristics of market segmentation. 21. Evaluate and summarize the total product-line strategy. Chapter 4-6: Marketing Costs vs. Strategies, Consumer Motivation 1. Calculate the cost as a marketing variable. 2. Describe the classical production function. 3. Select and explain a single process function. 4. Explain and demonstrate a step or ratchet cost model. 5. Identify and discuss economies of scale. 6. Employ strategies to increase capacity. 7. Determine the length of the production run. 8. Adopt a process to achieve a stability of output. 9. Classify product lines both too broad and too narrow. 10. Explain the trap of the full-line competitor. 11. Elaborate and demonstrate trading up and trading down. 12. Elaborate on the overextension of product images. 13. List and define profit standards. 14. Implement a procedure to evaluate cost-profit decisions. 15. Formulate a marketing view. 16. Interpret and explain a consumer view. 17. Determine and evaluate consumer responses. 18. Illustrate clusters of habits, attitudes, and motives. 19. Identify group behavior patterns. 20. Characterize and discuss opinion leadership. 21. Determine the needs and wants of consumers. 22. Differentiate between primary versus selective motives. 23. Distinguish between emotional versus economic or rational buying motives. 24. Explain patronage motives. 25. Identify some classifications of consumers by buying behavior.
3 26. Conduct motivation research. 27. Provide for the protection of the consumer. Chapter 7-9: Product Planning 1. Define the product. 2. Construct a guideline for product classifications. 3. Explain the classification of consumer goods. 4. Discuss and demonstrate product and ego-involvement. 5. Construct a guide for product planning and development. 6. List and define the product life cycles. 7. Demonstrate an organization for new-product development. 8. Develop new products processes. 9. Discuss and demonstrate planned obsolescence. 10. Differentiate among product line relationships. 11. List and explain product features. 12. Elaborate on the statement: Will the Real Product Come Forward. 13. Detail the importance of brands. 14. Explain some branding problems. 15. Explain brand familiarity. 16. Distinguish between brands and brand policy. 17. Demonstrate identification through packaging. 18. Explain the importance of packaging. 19. Identify recent trends. 20. Describe the characteristics of labeling. 21. Discuss other identifying characteristics. Chapter 10-12: Pricing 1. Discuss the methods of pricing. 2. Differentiate among price, value, and utility. 3. Explain the price-volume-profit relation. 4. Compute the marginal utility and price elasticity. 5. Distinguish between marginal analysis and price theory. 6. Apply marginal analysis. 7. Define the concept of list price. 8. Compute and explain discount and allowances. 9. Discuss price techniques of retailers. 10. Outline the procedures used for pricing by manufacturers.
4 11. Explain what consumer choice means. 12. Outline cost-oriented price determination process. 13. Explain a demand-oriented price determination. 14. List non-price competition. 15. Clarify the concept of psychological pricing. 16. Characterize the pricing practice in big business. 17. Determine who is responsible for pricing decisions. 18. Identify the behavioral aspects of pricing decisions. Chapter 13-16: Promotion, Advertising and Sales 1. Depict promotion as a marketing variable. 2. Demonstrate and explain the promotion and the life cycle. 3. List the stages in the product life cycle. 4. Determine how much to spend on promotion. 5. Illustrate the economists marginal analysis. 6. Institute practical methods. 7. Elaborate on the promotional decision quandary. 8. Describe promotional expenditures by product group. 9. Identify advertising objectives. 10. Explain media selection. 11. Demonstrate media evaluation. 12. Construct a guide for the advertising program. 13. List and identify advertising agencies. 14. Explain when advertising is most effective. 15. Articulate how advertising communicates a message. 16. Give examples of banner advertisements. 17. Explain the selling function. 18. Develop a plan for compensation. 19. Demonstrate the use of personal selling effectively. 20. Assess a salesperson s performance. 21. Evaluate the overall personal selling effort. 22. Characterize the nature of special sales promotion. 23. Illustrate the bridge between personal selling and advertising. 24. Identify sales promotions that are most effective. 25. Manage the sales force. 26. Conduct sales meetings. 27. Improve and conduct better meetings. 28. Compute straight commission. 29. Formulate salary only compensation packages.
5 30. Develop a salary plus commission package. 31. Describe incentives. 32. Explain compensation for profitability. Chapter 17-20: Retailing, Distribution and Channels 1. Discuss the nature of retailing. 2. Conduct house-to-house, mail-order, and vending sales programs. 3. Illustrate single-line or limited-line stores. 4. Give examples and discuss multi-line stores. 5. List and compare chain stores. 6. Demonstrate and give examples of shopping centers. 7. Compare discounters and mass merchandisers. 8. Describe special ownership retailers. 9. Predict retailing trends. 10. Evaluate basic channel choices. 11. Give examples of merchant wholesalers. 12. Demonstrate other wholesale classifications. 13. Differentiate between merchandise agents and brokers. 14. Illustrate other special-function intermediaries. 15. List and explain no-intermediary wholesaling functions. 16. Discuss the nature of industrial goods. 17. Describe the typical industrial goods channels. 18. Explain market coverage. 19. Depict the manufacturer-intermediary relationship. 20. Respond to channel questions. 21. Explain the motivation of industrial buyers. 22. Demonstrate buying patterns. 23. Facilitate reaching industrial and consumers markets. 24. Explain a functional view of channel operations. 25. Describe the universality of marketing functions. 26. Discuss the concept of a channel. 27. Implement a process to collect, sort, and disperse. 28. Compare and define the firm-channel relationships. 29. Implement channel leadership. 30. Develop and demonstrate communication in the channel.
6 Chapter 21-24: Marketing Services, Internationally, Systems, and Interactive Marketing 1. Develop a service marketing process. 2. Classify non-owned service goods. 3. Describe owned serviced goods. 4. Document general services (nongood). 5. Identify specific personal services (nongood). 6. List and demonstrate nonowned service goods. 7. Evaluate owned serviced goods. 8. List and define the overall characteristics of services the four I s. 9. Illustrate the four I s of services. 10. Develop service strategies and tactics. 11. Organize marketing professional services. 12. Compare and classify state of the art service innovations. 13. Explain marketing principles. 14. Characterize the nature of international marketing. 15. Describe the special features of an international marketing mix. 16. Demonstrate activities without foreign management. 17. Describe foreign investment with management involvement. 18. Identify international financial sources. 19. Articulate the concepts associated with international banking. 20. Interpret international market data. 21. Evaluate markets. 22. Predict and evaluate future trends. 23. Outline marketing information system and its components. 24. List and explain each of forecasting techniques. 25. Conduct marketing research. 26. Improve product development. 27. Explain and illustrate place planning. 28. Describe promotion planning. 29. Implement pricing strategies. 30. Evaluate and critique sales analysis. 31. Rate and evaluate popular forecasting and statistical software. 32. Describe what interactive marketing is and how it creates customer value, customer relationships, and customer experiences. 33. Identify the demographic and lifestyle profile of online consumers. 34. Describe why consumers shop and buy online and how marketers influence online purchasing behavior.
7 35. Define multichannel marketing and the role of transactional and promotional websites in reaching online consumers. 36. Outline some tips for Internet marketing and e-commerce.
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