- •What is management? What is the difference between a manager and a leader?
- •Consider three categories of the management style.
- •What is marketing? What are the responsibilities of marketers?
- •What is Macro Environment? Consider how it affects all aspects of business.
- •Describe the microenvironmental forces. Consider how they affect all aspects of business.
- •What does a swot analysis identify? Why is it important to carry out a swot analysis?
- •What is international marketing? Describe the factors of prioritizing foreign markets for company’s entry and growth.
- •What does market segmentation identify? How does it work?
- •Define the difference between segmentation in b2b market and that of b2c market.
- •Describe a company's marketing strategies.
- •What is market research? Why do companies do it? Overview the market research process.
- •Give a description of the market research methods.
- •Primary and secondary research
- •Primary research
- •Secondary research
- •Quantitative and qualitative research
- •Quantitative research
- •Qualitative research
- •What is the role of the marketing mix? Describe the Ps and Cs of the marketing mix.
- •What does the term “a product” cover? Give a product description and features using a particular example.
- •Describe the stages of plc.
- •What is branding? What is the difference between a product and a brand? Speak about brand values.
- •What is the aim of promotion? Describe the elements of the promotion mix.
- •Speak about advertising as one of the promotional tools.
- •What is the difference between Personal selling and Sales promotion?
- •What are the advantages and the disadvantages of Public Relations? Why do marketers tend to underuse it?
- •Why are pricing decisions so important?
- •What are the fundamentals of the supply chain management?
- •What are the current issues related to logistics?
- •Illustrate how people contribute to the development of an organization.
- •What do you know about motivation marketing?
- •Describe the factors of the physical evidence.
- •Evaluate both positive and negative aspects that can be associated with physical evidence.
- •Explain the various attributes that comprise packaging.
- •How has packaging developed over the past 100 years?
- •Describe the key types of processes that are used within the marketing concept.
Qualitative research
Qualitative research gathers views and attitudes. Qualitative research includes:
focus groups with customers and potential customers to understand their feelings and attitudes towards your products and services
formal and informal conversations with customers about their satisfaction with your business
visits and reviews of competitors to understand their products and customer service practices.
You can use this approach to get a better understanding of your customers' interests, needs and habits, and identify opportunities for growing sales and improving customer service. Analysing qualitative data requires a different approach and can take longer to interpret than quantitative data because of the nature of the information.
What is the role of the marketing mix? Describe the Ps and Cs of the marketing mix.
The marketing mix is a business tool used in marketing and by marketers. Marketing begins with “the four Ps “: Product, Place, Promotion and Price.
1) Product is what you sell. This includes the quality ,branding , reputation , Variety, Design, Features, Brand name, Packaging, Services.
2) Price: How much the product or service costs: This includes List price, Discounts, Allowances, Payment period, Credit terms.
3) Place: Where your sell the product or service. This includes Channels, Locations, Transportation, Logistics
4) Promotion: how you tell consumers about the product or service. This includes Advertising, Personal selling, Sales promotion, Public relations.
Today some marketers talk about an additional four Ps:
6)People: how your staff and clients are different from your competitor’s clients.
7)Physical presence: how your shop or website looks.
8) Process: how your product is built and delivered
9) Physical evidence: how your service becomes tangible.
The Four Ps is being replaced by the Four Cs model, consisting of consumer, cost, convenience, and communication. The Four Cs model is more consumer-oriented.
1)Product is replaced by Consumer: The company must identify customer needs so that products that meet these needs can be developed.
2)Pricing is replaced by cost. Instead of thinking of price, think of what the customer has to pay
3) Place is replaced by the convenience. Customers are busy and have many choices, so make it easy for them to choose you.
4)Promotions is replaced by communication. Communications represents a broader focus than simply promotions. Communications can include advertising, public relations, personal selling, and any form of communication between the firm and the consumer.
What does the term “a product” cover? Give a product description and features using a particular example.
Product is the first of the four Ps of marketing. In marketing terms, a product is a solution for a target market. The word covers goods and services and can also include customer support and any complimentary products.
We define a product as anything that can be offered to a market for attention, , use,or consumption that might satisfy a want or need.. Broadly defined, “products” also include services, events, persons, places, organizations, ideas, or a mixture of these.
There are 3 levels of product.
The most basic level is the core customer value, which addresses
the question What is the buyer really buying?
At the second level, product planners must turn the core benefit into an actual product
Actual product includes : Brandname, Features, Design, Packaging, Quality
3) Finally, product planners must build an augmented product around the core benefit and actual product by offering additional consumer services and benefits .Аugmented product includes: Delivery and credit, Aftersaleservice, Warranty, Product support.
Consumers see products as complex bundles of benefits that satisfy their needs.