L5 Mktg Manual Advance Edition

http://www.scribd.com/doc/62839832/L5-Mktg-Manual-Advance-Edition

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L5 Mktg Manual Advance Edition

http://www.scribd.com/doc/62839832/L5-Mktg-Manual-Advance-Edition

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4/20/2014 4:55 PM

L5 Mktg Manual Advance Edition

http://www.scribd.com/doc/62839832/L5-Mktg-Manual-Advance-Edition

Table Of Contents
Marketing Culture and Orientation A. THE DEVELOPMENT OF MARKETING The Industrial Revolution The 20th Century Today B. WHAT IS MARKETING? C. THE STRATEGIC ORIENTATION OF BUSINESS Production Concept Product Concept Sales Concept Marketing Concept D. DEVELOPING A MARKETING ORIENTATION The Need for Integration Introducing the Marketing Concept Internal Marketing E. STRATEGIC IMPLICATIONS OF A MARKETING ORIENTATION External Changes Organisational Changes Effects of Globalisation Analysis of Foreign Markets Exploiting Overseas Opportunities International Marketing Economic Environment Political-Legal Environment Cultural Environment Technological Environment Geography Communications Network and Transportation Facilities F. COORDINATION OF MARKETING WITH OTHER MANAGEMENT FUNCTIONS G. ORGANISATION FOR MARKETING Markets and the Marketing Environment A. THE CONCEPT OF THE MARKETING ENVIRONMENT B. MACRO FORCES C. MICRO FORCES

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L5 Mktg Manual Advance Edition

http://www.scribd.com/doc/62839832/L5-Mktg-Manual-Advance-Edition

D. AN ALTERNATIVE VIEW OF THE MARKETING ENVIRONMENT E. THE MARKETING AUDIT F. MARKET SEGMENTATION, TARGETING AND POSITIONING G. THE MARKETING MIX Marketing Strategies C. Marketing Strategies 75 A. STRATEGY AND PLANNING B. CORPORATE STRATEGY C. MARKETING STRATEGIES D. CORPORATE OBJECTIVES E. MARKETING OBJECTIVES F. MODELS FOR FORMULATING MARKETING STRATEGIES Marketing Plans A. DEVELOPMENT OF THE MARKETING PLAN B. NATURE OF A MARKETING PLAN C. IMPLEMENTING THE MARKETING PLAN D. CONTROL AND EVALUATION E. EVALUATING SALES PERFORMANCE F. EVALUATING MARKETING PERFORMANCE Research for Marketing A. INTRODUCTION B. THE RESEARCH PROCESS C. TYPES OF RESEARCH D. SOURCES OF INFORMATION E. RESEARCH METHODS F. USING EXTERNAL RESEARCH AGENCIES G. INFORMATION SYSTEMS Understanding Consumers and Consumer Behaviour A. THE BUYING PROCESS B. INFLUENCES ON INDIVIDUAL BUYING BEHAVIOUR C. CLASSIFICATIONS OF CONSUMERS D. THE SOCIAL PSYCHOLOGY OF CONSUMER BEHAVIOUR E. ORGANISATIONAL PURCHASING Product Management and Development A. NATURE OF PRODUCTS AND SERVICES B. PRODUCT MANAGEMENT C. PRODUCT BRANDING
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L5 Mktg Manual Advance Edition

http://www.scribd.com/doc/62839832/L5-Mktg-Manual-Advance-Edition

D. PRODUCT PACKAGING E. THE PRODUCT LIFE CYCLE F. EXTENDING AND EXPANDING THE PRODUCT LIFE CYCLE G. NEW PRODUCT DEVELOPMENT Pricing Policies and Price Setting A. WHAT DOES A PRICE REPRESENT? B. THE PRICING DECISION C. BREAKEVEN ANALYSIS AND PRICE D. PRICE ELASTICITY E. MARGINAL COSTING Distribution Policy and Management A. THE IMPORTANCE OF THE PLACE ELEMENT B. CHANNELS OF DISTRIBUTION C. DEALING WITH INTERMEDIARIES D. DISTRIBUTION CHANNEL MAINTENANCE AND CHANGE E. PHYSICAL DISTRIBUTION MANAGEMENT Marketing Communications A. A STRATEGIC APPROACH TO PROMOTION B. THE COMMUNICATIONS PROCESS C. ADVERTISING D. SALES PROMOTION E. PERSONAL SELLING G DIRECT MARKETING H. INTERNATIONAL MARKETING COMMUNICATIONS I. EVALUATING PERFORMANCE

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