- •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.
15. The surveys in marketing research. Types and Use
Survey is a method of primary data collection in which information is gathered by communicating with a representative sample of people.
Types: consumer survey and merchandize survey (intermediary).
Methods:
Telephone interviews: cellphone, computer-aided
Personal interviews: door-to-door, mail, executive.
Mail/Postal surveys,
Electronic and web-based surveys: administered by interviewer or self-administered.
The choice of method depends on a great number of requirements/factors, such as: speed, geographic flexibility, respondent co-operation and anonymity, versatility and length of questionnaire, cost.
16. Questionnaire development. Types of Questions and questions sequence.
Questionnaire – is a formalized set of questions for eliciting information for social and marketing research. Constructing a survey begins with a thorough understanding of what questions need to be answered from the research and what decisions will be made as a result of the survey.
1) Survey Introduction.
2) Screening questionnaire is used to establish the eligibility of the respondent
3) Main Questionnaire(body).Types of questions: 1)Open-end 2)Multiple-choice 3)Dichotomous questions 4) Closed ended a)Rating Scale, b)Forced-Choice c)Dichotomous d)Demographic questions.
17. Development and implementation of focus-groups. Peculiarities of qualitative data analysis and interpretation
Focus group: discussion leader or moderator introduces a topic to a group of respondents and directs the natural and non-structured discussion. F.g. is effective when there are 6 to 12 respondents.
Process:
Set research objectives
Select and recruit group members
Recruit moderator and write outline
Arrange venue and conduct session
Analyze findings
Data interpretation: qualitative rather than quantitative conclusions should be made. The analysis should progress from general to more specific. The results should not typify the target population. Groups are not formed to generate statistics, but rather to clarify concepts, generate ideas and insights, make an abstract real.
18. Sampling in marketing research. Types of samples procedures. Sample size estimation.
After deciding on the research approach and instrument a sampling plan must be designed. This calls for 3 decisions:
1. Sampling unit- who is to be surveyed
2. Sample size- how many people should be surveyed. Samples of less than 1 percent of a target population can often provide good reliability, given a credible sampling procedure.
3. Sampling procedure- how should the respondents be chosen.
•Simple random sample (every member of the population has an equal chance of selection)
•Stratified random sample (the population is divided into mutually exclusive groups, and random samples are drawn from each group)
•Cluster (area) sample
Types of nonprobability sample:
•Convenience sample (the researcher selects the most accessible population members)
•Judgment sample (researcher selects population members who are good prospects for accurate information)
•Quota sampling (researcher finds and interviews a prescribed number of people in each of several categories)