- •Marketing Communication Model.
- •The Concept of Integrated Marketing Communications
- •Channels of Distribution. Criteria for channel’s selection.
- •Trade Intermediaries, their role in the marketing channels strategy.
- •5. Personal Selling, its role in the marketing communications
- •6. Process of Advertising Campaign Planning
- •7. Direct Marketing Methods
- •8. Observation method in marketing research
- •9. Experiments in Marketing Research
- •10. Qualitative marketing research, its types and goals
- •11. Quantitative marketing research. Comparative analysis of surveys methods
- •12. The sequence and content of Marketing Planning Stages
- •13. The technique of swot analysis, its implementation
- •14. Marketing budget and control in marketing planning
- •15. The surveys in marketing research. Types and Use
- •16. Questionnaire development. Types of Questions and questions sequence.
- •17. Development and implementation of focus-groups. Peculiarities of qualitative data analysis and interpretation
- •18. Sampling in marketing research. Types of samples procedures. Sample size estimation.
- •19. Panel’s research. Evaluation of market share of products on the basic of panels research results
- •20. Marketing Information System (main blocks). Its importance for the organization
- •21. The Logic of marketing research process
- •22. Factors, influencing consumer behavior. Model “Stimulus – Reaction”
- •23. Couplend’s classification of products.
- •24. Kotler’s Multi-attribute model of Product
- •25. The goals and main tools of Advertising and pr- campaigns. Methods of Advertising campaigns effectiveness evaluation
- •26. Relationship marketing. Consumer loyalty development. Partner relationships
- •27. Branding policy. Methods of Brand equity estimations
- •28. Main stages of New Product Development. Methods of laboratory and natural experiments for product testing
- •29. Marketing strategy and tactics. Linking corporate and functional strategies.
- •30. Marketing mix. The contents and priorities in marketing tools selections
- •31. Marketing pricing policy. Demand-oriented, costs-oriented, competitive-oriented pricing strategies
- •32. Profit and value equations and their role in marketing pricing policy
- •33. Market segmentation. Criteria of target segment selection. Market positioning.
- •34. Demand: level and structure. Methods of demand evaluation.
- •35. Methods of attitudes measurement. Osgud scale, Likert scale.
- •36. Product Life cycle (plc). Different marketing aims and tools on the different stages of plc
- •37. The process of Consumer Purchase decision. Cognitive dissonance, and Marketing strategy for its minimization
- •38. Marketing matrix (bcg, Ansof’s, Porter’s competitive matrix)
- •39. Personal selling. Methods of personal selling effectiveness evaluation
- •40. Sales promotions. Target audience. Main tools of sales promotions. Pro and cons of Sales promotions
- •Pr and their role in the overall marketing strategy.
- •Organization of marketing function within management structure. Marketing specialists job descriptions.
- •International marketing. Main peculiarities of marketing strategies on the international markets
- •Scanning of the international marketing environment
- •Entry modes in the international marketing, comparative analysis
- •Adaptation vs. Standardization strategies for international firms
- •Peculiarities of b2b marketing. Specifics of markets, products and main participants.
- •Peculiarities of marketing of services.
- •Peculiarities of electronic commerce and e-marketing
- •The role of marketing in the financial institutions
- •Information and computer systems and programs and their role in marketing analysis
- •Marketing audit. Main stages and goals
- •Pull and push strategies in marketing channels development.
- •Description of flows in different marketing flows
- •Theory of conflicts in marketing channels.
- •New marketing paradigms and the future of the marketing tools
- •Main indicators of marketing channels effectiveness
- •Market capacity and market share equations.
34. Demand: level and structure. Methods of demand evaluation.
Each price will lead t a different level of D and will have a different impact on a Co’ marketing objectives. The relation between alternative prices and the resulting current D is captured in D curve. In the normal case D and P are inversely related: the higher the P, the lower the D. In case of prestige goods, D sometimes slopes upward. Some consumers take the higher P to signify a better product.
The D curve shows the market’s probable purchase quantity at alternative Ps. It sums the reactions of many individuals who have different P sensitivities. The 1st step in estimating D is to understand what affects P sensitivity. several factors: unique value effect (buyers are less price sensitive when the product is more distinctive), substitute-awareness effect, difficult-comparison effect (buyers are less PS when they cannot easily compare the quality of substitutes, price-quality effect (buyers are less PS when the product is assumed to have more quality, prestige, exclusiveness. Co needs to understand the PS of their customers and the trade-off people are willing to make between the price and product characteristics.
Most Co measure D curves:
1. Statistically analyzing past prices, quantities sold and other factors to estimate their relations.
2. Conduct price experiments (vary P of several products sold and observe the results).
3. Ask buyers to state how many units they would buy at different proposed P.
In measuring P – D relationship, market researcher must control various factors (4 Ps) that will influence D.
Marketers need to know how responsive or elastic D would be to a change in price. If a certain P increase leads to a relatively small decline in D, D is inelastic. If the same P increase leads to a substantial drop in D, D is elastic. D is likely to be; less elastic under following conditions: few or no substitutes or competitors, buyers are slow to change their buying habits and search for lower P, buyers think the higher P are justified by quality differences, normal inflation. If D is elastic sellers will consider lowering the P. P elasticity depends on the magnitude and direction of the price change. It may differ for a price cut versus a price increase. Long-run PE may differ from short-run elasticity. Buyers may continue to buy from their current supplier after a price increase, bc they do not notice the increase. Here, D is more elastic in the long-run than in the short-run. Reverse: buyers drop a supplier after being notified of P increase but return later.
35. Methods of attitudes measurement. Osgud scale, Likert scale.
Attitudes are measured because there is a close connection between the way a person think and behaves.
Osgood's semantic differential was designed to measure the connotative meaning of concepts. The respondent is asked to choose where his or her position lies, on a scale between two bipolar adjectives (for example: "Adequate-Inadequate", "Good-Evil" or "Valuable-Worthless").
Likert-type or frequency scales use fixed choice response formats and are designed to measure attitudes or opinions. These ordinal scales measure levels of agreement/disagreement. A Likert-type scale assumes that the strength/intensity of experience is linear, ex. strongly agree / agree / don’t know / disagree / strongly disagree