Marketing and Promotion Strategies

Contents

Unit 1: Marketing

  1. Aims
  2. Context
  3. Preparation
  4. The First Phase: Analysis
  5. SWOT Analysis
  6. A Wide Viewpoint
  7. Marketing: Projecting an Image                     
  8. General Rules of Marketing
  9. Know your own Limitations
  10. Basic Principles of Marketing in the Transport Business
  11. Adding Value
  12. Asset versus Market-led Marketing

Unit 2: Understanding  the Market

  1. Aims
  2. Context
  3. Introduction                
  4. The idea of Homogeneity
  5. Segmentation           
  6. Background Customer Characteristics
  7. Demographic Characteristics
  8. Socio-economic Characteristics
  9. Personality Characteristics
  10. Life-style Characteristics
  11. Attitudinal Characteristics: Benefit Segmentation           
  12. Behavioural Characteristics
  13. Purchase Behaviour
  14. Consumption Behaviour 
  15. Communication Behaviour
  16. Response to Elements of the Marketing Strategy
  17. Bases for Segmenting Industrial Markets
  18. Background Company Characteristics
  19. Attitudinal characteristics
  20. Behavioural Characteristics
  21. Identifying and Describing Market Segments
  22. The benefits of segmenting markets
  23. The Brand Advertising Target System
  24. Conclusions                                              

Unit  3: The Four Key Variables

  1. Aims
  2. Context
  3. The Four P's
  4. The product
  5. The Life-Cycle of the Product
  6. Product Portfolio Analysis
  7. Place: the Distribution Channels
  8. Promotion
  9. Sales Promotion
  10. Promoting Brands through Advertising
  11. Advertising: the Selection of Media
  12. Where in the Media?
  13. Direct Selling
  14. The Yellow Pages, etc.
  15.  Posters
  16. Leaflets
  17. Trade Fairs  
  18. eedback on Promotional Effectiveness
  19. Price 
  20. Pricing Strategies for New and Existing Products

Unit 4: Competitive Strategy

  1. Aims
  2. Context
  3. Context
  4. Developing a Competitive Advantage
  5. Cost Leadership
  6. Differentiation
  7. Focussing and Niche Marketing
  8. "Stuck in the Middle"
  9. Risks of the Generic Strategies
  10. Deciding on a Differentiation Strategy
  11. Some of the Different Types of Differentiation
  12. Choice or Process
  13. The Forms and Ethics of Marketing
  14. The Ethics of Market Research
  15. The Ethics of Advertising
  16. Personal Selling

Unit 5: Elasticity of Demand

  1. Aims
  2. Context
  3. Consumer Demand
  4. Reasons for a Downward sloping Demand
  5. Other Factors Affecting Demand
  6. Market  Demand
  7. Diagram 3
  8. Movements along the Existing Curve
  9. Shift of the Demand Curve
  10. Diagram 4 : Market Demand for Apples per Week
  11. Demand Elasticity
  12. The Implications of Elasticity for Revenue and profit

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