Оглавление

1. Definition&meanings of marketing; goals, essence of theory; importance in modern society. 2

2. Different approaches to marketing and concepts: similarities and differences. 3

3. Needs, wants, demands; customer Value and requirements to the creation of this process. 5

4. Relationship marketing theory and practice: customer satisfaction and retention; the basic principles of CRM. 6

5. Basic features of consumer and services marketing 8

7. Holistic marketing concept as an integral approach to modern vend; 4 themes of holistic marketing 9

8. Marketing process and implications of marketing; the steps of target marketing 10

9. Marketing Mix: concept and components. Product and service models. 11

10. The extended marketing mix: extra elements and features of application. 13

13. Marketing strategy and tactics: basic steps of the plan of marketing 15

14. Channels of distribution (affecting factors, advantages, limitations, approaches to policy). 15

15. The meaning of the augmented product: 5 levels of products and services 18

1. Core Product 18

2. Generic Product 18

3. Expected Product 18

4. Augmented Product 18

5. Potential Product 18

16. Product decisions based on lifestyle and reasons for product diversification; Boston matrix. 19

17. Decisions on branding and packaging: brand name, equity and repositioning; basic functions of packaging. 20

18. Product-market integration strategies; Ansoff matrix. 22

19. Marketing environment: external factors of influence. 24

20. PEST analysis in marketing. 25

21. SWOT analysis for internal and external marketing environment. 27

24. Marketing segmentation: methods, benefits and basic requirements for efficient segmentation 32

25. The basic of consumer decision-making process: factors, influencing consumer’s behavior. 33

26. Marketing information system and marketing research 36

27. Promotional mix: basic reasons, tools, purposes and features. 38

28. The meaning and objective of advertising, decision areas, media, methods of budgeting, and effectiveness of evaluation. 39

29. Public relations: definition and functions of PR, major tools, effectiveness evaluation 41

30. Sales promotion: methods, tools, influencing factors, and effectiveness evaluation 42

31. Personal selling: meaning, steps involved and the basics of sales personnel management. 44

32. Principles of communications in marketing: the meaning of marketing message 46

33. Communications pipeline in marketing: process essentials and the AIDA communicative model 46

34. The concept of Integral marketing communications 47

35. The major bases of marketing performance evaluation 47

37. Digital marketing as a tool of marketing communication 49

38. The new communicative environment: new tools and issues of marketing 49

39. The basics of international and global marketing 50

40. Role of marketing in national projects and public administration 50

1. Definition&meanings of marketing; goals, essence of theory; importance in modern society.

Today’s successful companies are strongly customer focused and heavily committed to marketing. These companies share a passion for understanding and satisfying customer needs in well-defined target markets. Customer relationships and value are especially important today. Facing dramatic technological advances and deep economic, social, and environmental challenges, today’s customers are relating digitally with companies and each other, spending more carefully, and reassessing their relationships with brands. Marketing, more than any other business function, deals with customers. Marketing is managing profitable customer relationships. Sound marketing is critical to the success of every organization.

Marketing is all around you, in good-old traditional forms and in a host of new forms, from Web sites and mobile phone apps to videos and online social media.

2. Different approaches to marketing and concepts: similarities and differences.

APPROACHES

1. Product or Commodity Approach:

Under the commodity approach the focus is placed on the product or it is an approach on the marketing on commodity wise basis. In other words, the study relates to the flow of a certain commodity and its movement from the original producer right up to the ultimate customer. It has to be to studied the sources of price, location, people involved in buying and selling, means of transport, problems of selling the product, financing, storage etc. Thus, we get a full picture of the marketing from the original producer to the ultimate consumer. The method of study is repeated for each item. The system claims that it is simple and gives good result over the marketing of each product; But at the same time this approach is time-consuming and repetitive process.

2. Institutional Approach:

In the institutional approach, the focus is on the study of institutions-middlemen, wholesalers, retailers, importers, exporters, agencies, warehousing etc., engaged in the marketing during the movement of goods. Here, emphasis is given to understand and analyses the functions of institutions, who are discharging their marketing functions.

3. Functional Approach:

The functional approach gives importance on the various functions of marketing - concentrate attention on the specialized services performed by marketers. In this approach, marketing splits into many functions - buying, selling, pricing, storage, transportation, advertising, packaging etc. In this approach, marketing is regarded as “business of buying and selling and as including those business activities involved in the flow of goods and services between producers and customers.”

4. Management Approach:

This approach is the latest and scientific. It concentrates upon marketing functions and focuses on the role of decision-making at the level of firm - how managers handle specific problems and situations. It aims through evaluation of current market practices to achieve specific marketing objectives.

Generally there are two factors-controllable and uncontrollable, which are more concerned with the decision-making. Controllable include price adjustment, advertisement etc. Uncontrollable-economical, sociological, psychological, political. Managerial or decision-making approach emphasizes on the practical aspects of marketing and at the same time provides an overall information of the entire business.

5. Societal Approach:

This approach has been originated recently. The marketing process is regarded as a means by which society meets its own consumption needs. This system gives no importance as to how the business meets the consumer’s needs. Therefore, attention is paid to marketing decisions and their impact on the society’s well-being.

6. Economic Approach:

This approach deals with only the problems of supply, demand and price. These are important from the economic point of view, but fail to give a clear idea of marketing.

Relationship mkting Integrated mkting Internal mkting Socially responsible mkting