- •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.
40. Sales promotions. Target audience. Main tools of sales promotions. Pro and cons of Sales promotions
Sales promo consists of a diverse collection of intensive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.
While advertising offers a reason to buy, sales promo – an intensive to buy. Sales promo includes tools for consumer promotion (samples, coupons, cash refund offers, prices off, premiums, prizes, patronage rewards, free trials, warranties, tie-in promotions, cross promotions, point-of-purchase displays, and demonstrations); trade promotion (prices off, advertising and display allowances, free goods) and business- and sales force promotion (trade shows and conventions, contests for sales reps and specialty advertising).
Sales promotion consists of a diverse collection of incentive tools, mostly short-term, designed to stimulate quicker or greater purchase of a particular products by a consumer or the trade.
contests, games lotteries
premiums and gifts
sampling
fairs and trade shows
exhibits
demonstrations
coupons
entertainment
trade-in allowances
price packs
Free trials
Pr and their role in the overall marketing strategy.
Public relations is a form of communication management that seeks to influence the image of an organization and its products and services. Publicity tools- tools for obtaining non-personal presentation of an organization, good, or service without direct cost.
PR involves a variety of programs designed to promote or protect a company’s image or its individual products. PR should perform the following 5 function:
1) Press relations – presenting news and information about the organization in the most positive light
2) Product publicity – sponsoring efforts to publicize specific products
3) Corporate communication - promotion understanding of the organization through internal and external communication.
4) Lobbying – dealing with legislators and government officials to promote or defeat legislation and regulation.
5) Counselling - advising management about public issues and company positions and images.
PR can contribute to the following marketing objectives:
build awareness
build credibility
stimulate the sales-force and dealers
hold down promotion costs
Major tools in marketing PR:
publications – annual reports, brochures, articles, company newsletters, magazines, audiovisual materials.
Events – news conferences, seminars, outgoings, exhibits, contents, competitions, anniversaries, sport and cultural sponsorships that will reach the target publics
News
Speeches
Public-service activities – contributing money and time to good causes to build a good will
Identity media – company logos, stationery, brochures, signs, business cards, uniforms, dress codes – visual identity that the public immediately recognises.