- •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.
23. Couplend’s classification of products.
Consumer goods
Convenience (soap, tobacco, newspapers).
Shopping (clothing).
Specialty (cars)
Unsought (life assurance)
Industrial goods: which organizations buy
Services:
Pure tangible - no service accompanied as car warranty
Major services
Pure services
People and equipment based
Client's presence
Personal need or business need
Private or public
24. Kotler’s Multi-attribute model of Product
A product – is anything that can be offered to a market to satisfy a want or need. Products that are marketed include physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas.
In planning its market offering, the marketer needs to think through 5 levels of the product. Each level adds more customer value, and the five constitute the customer value hierarchy.
core benefit – the fundamental service or benefit the customer is really buying
benefit is turned into a basic product
expected product – a set of attributes and conditions buyers normally expect when buying this product
Augmented product – exceed customer expectations
Potential product – encompasses all possible augmentations and transformations the product might undergo in the future.
25. The goals and main tools of Advertising and pr- campaigns. Methods of Advertising campaigns effectiveness evaluation
The four most commonly used measures of advertising effectiveness are changes in sales, number of inquiries received, increases in knowledge of the product and attitude changes.
Methods available to measure advertising elasticity include controlled experiments and econometric procedures. Fields tests can provide good data, but they are expensive. Econometric methods are more popular for studying the impact of advertising on the sales of existing products.
26. Relationship marketing. Consumer loyalty development. Partner relationships
Relationship marketing aims to build mutually satisfying long-term relationships with key constituents in order to earn and retain their business. Relationship is a part of added value.
Four key constituents for relationship marketing are customers, employees, marketing partners (channels, suppliers, distributors, dealers, agencies), and members of the financial community (shareholders, investors, analysts).
Loyalty.
Customers are value maximizers.
A buyer’s satisfaction is a function of the product’s perceived performance and the buyer’s expectations.
Recognizing that high satisfaction leads to high customer loyalty, companies must ensure that they meet and exceed customer expectations.
Losing profitable customers can dramatically affect a firm’s profits. The key to retaining customers is relationship marketing.
Quality is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs.
Companies are also becoming skilled in customer relationship management (CRM), which focuses on developing programs to attract and retain the right customers and meeting the individual needs of those valued customers.