Introductory Concepts

• What is Marketing?
  

Role of Marketing

• Role of Marketing in the Organization
• Role of Marketing in Society
• Micro and Macro Marketing

Importance of Marketing

• Why Does Marketing Matter?
• Purpose of Marketing
• Tasks of Marketing
• Marketing Affects the Economy
• Marketing Changes over Time

Marketing and Customers

• What is the Marketing Concept?
• Relationships Matter in Marketing
• End User

Who are Marketers?

• What do Marketing Managers Do?
• What is a Marketing Program?

Principled Marketing

• Role of Ethics in Marketing
• Social Responsibility and Marketing
• Marketing and Sustainability

Marketing Objectives

Business Objectives

• Marketing - Why is Growth Important?
• How We Judge the Value of New Ideas
• What is Return on Investment?
• What is Time to Profit?
• Market Share
• Market Leader

Strategic Objectives

• What is Product Development?
• What is Market Development?
• What is Market Penetration?
  • New to Market
• What is Diversification?
• What is Competitive Advantage? 

Measuring Marketing Effect

• What is Marketing Analytics?
• A B Split
• Data On-Boarding
• Cost Per Acquisition
• What is Customer Lifetime Value?
• Churn Rate
• Measuring Environmental Impact

Marketing Strategy

• What is a Marketing Strategy (Marketing Mix)?

Marketing Ps

• 4Ps (sometimes 5, 6, or 7 Ps) of Marketing Definition
  • Marketing 4 Ps - What is Product?
  • Marketing 4 Ps - What is Placement?
  • Marketing 4 Ps - What is Price?
  • Marketing 4 Ps - What is Promotion?
  • Marketing 4 Ps - What is Packaging?
  • Marketing 4 Ps - What is Process?
• Elements of a Good Marketing Strategy?

Marketing Plan

• What is a Marketing Plan?
• Outline for Marketing Plan
• The Mission and Product/Service Statement
• Situation Analysis
• Target Market
• Marketing Objectives and Goals
• Marketing Strategy
• 5 Ps Product
• 5 Ps Price
• 5 Ps Promotion
• 5 Ps Placement
• 5 Ps Packaging
• 5 Ps People
• 5 Ps Physical Environment
• 5 Ps Process
• Action Plan
• Budget
• Controls

Markets and Targeting

• What is a Market?

Target Marketing

• What is Target Marketing?
• What is Market Segmentation?
• How Many Segments to Target?
• How Do We Segment Consumer Markets?
  • Values and Lifestyles
• Benefit Segmentation
• How Do We Segment Business Markets?
• Using Data for Market Segmentation
• Buying Power Index

Customers as Targets

• What is Customer Relationship Management?
• What is Behavioral Targeting?
• What is Positioning?
• What is a Positioning Statement?
• What is a Perceptual Map?

Culture and Targets

• Cultural Factors Affecting Marketing
• International Marketing is Challenging

Research and Marketing

Overview of Research

• Marketing Research Overview
  • Quantitative and Qualitative Research
  • Primary Research
  • Secondary Research
• Determining the Right Marketing Strategy

Marketing Information

• What is a Marketing Information System?
  • What are Decision Support Systems?
  • What are Marketing Models?
  • What is a Marketing Dashboard?

Marketing and Data

• What Kinds of Data can we Use?
• Methods of Collecting Data
  • What are Focus Groups?
    • What is Group Think?
  • What are Scanner Data?
  • What is Web Tracking?
  • What is Ethnography?
  • What is Experimental` Research?
• What is Use of Statistics

Challenges of Marketing Research

• What Distorts the Results of Marketing Research?
• Challenges of International Market Research?

Product

• What is a Product?
  • What Types of Product are There?
    • Durable Goods
  • How are Goods Different from Services?
• What Components do Products Include?

Consumers and Products

• What is Product Quality?
  • Perceived Value of a Product
• Why is Product Packaging Important?
  • White Label Product
• What is Product Warranty?

• Innovation Adoption Curve
• Product Life Cycle

Brand

• What is Branding?
  • Unbranding
• Brand Image

Objectives of Branding

• Brand Recognition
• Brand Identity
• Brand Awareness 
• What is Brand Loyalty?
• What is Brand Equity?

Managing Brands

• What are Private Brands? 
• What is Brand Management
  • Impression Management
• What are Brand Advocates?
  • Opinion Leader
• What is a Brand Community?
• Brand Potential Index Definition
• Brand Extension

Placement

• What Does "Place" or "Placement" Mean?
• What is a Distribution Channel?
• What is Direct Distribution and Indirect Distribution
• What is Multi-Channel Distribution?
• What is a Channel System?
• Vertical Market
• Vertical Integration

Approaches to Distribution

• Ideal Market Exposure
  • Intensive Distribution
  • Selective Distribution
  • Exclusive Distribution

Channel Issues

• Discrepancy of Assortment
• Discrepancy of Quantity
• Channel Conflict
• Channel Stuffing

Pricing

• Price

Determining Price

• What is the Right Price for a Product?
• Competition-Driven Pricing
• Profit-Oriented Pricing Strategy
• Sales-Oriented Pricing Strategy
• Status Quo Pricing Strategy
• Value-Based Pricing Strategy
• Penetration Pricing Strategy

Pricing Tactics

• Manufacturers Suggested Retail Price (MSRP) Definition
• Markdown
• Price Skimming
• Why Give Discounts?
• Trade Allowances
• Charging for Product Transportation

Pricing Regulations

• Legal Issues with Pricing
  • What is Product Dumping?
  • What is Price Fixing? 
    • Why is Price Fixing Harmful?
  • What is Price Discrimination?
    • Why Pricing Discrimination is Harmful

Promotion

• What is Promotion?
• What is Advertising?
• What is Publicity?
• What is Public Relations?
• What is Sales Promotion?

Direct Communications

• What is Personal Selling?
• What is Communication?
  • Word of Mouth Marketing
  • What is the AIDA Model?

Promotion Strategies

• Integrated Marketing Communication
• Push Strategy vs Pull Strategy

Assessment of Promotion

• Net Promoter Score

Advertising

• Why Watch Advertisements?
• Advertising Plan
• Advertising Allowance 
• Advertising Appropriation 
• Traditional Advertising Tools
• Aspect Ratio Definition
• Contextual Advertising Definition
• Retargeting Definition
• Consumer Recall
• Media Effect Definition
• Hierarchy of Effects Theory Definition
• AAAA Spot Contract Definition
• American Advertising Federation Definition
• DAGMAR Definition

Approaches to Advertising

• Guerrilla Marketing
• Growth Hacking
• Drip Marketing
  • Law of 29

Internet & Search Engine

• Black Hat SEO Definition
• Canonical Tag Definition
• Content Tags Definition & Explanation
• Landing Page Definition
• Long Tail Keywords Definition
• Link Building Definition
• Pay Per Click Definition
• Click Fraud Definition
• Click Through Rate Definition
• Conversion Rate Optimization
• Content Tags Definition & Explanation
• Cost Per Click Definition
• Cost Per Impression (CPM) Definition
• Daily Active Users
• Page Rank Definition
• Push Notifications
• Domain Authority Definition
• Doorway Page Definition
• Paid Search Marketing Definition
• Internet Search Marketing
• Search Terms Definition
• Search Engine Definition
• Search Engine Optimization (SEO) Definition
• Search Engine Reputation Management Definition
• Search Engine Results Page Definition
• Quality Score (Web Marketing) Definition
• Web Syndication Definition
• White Hat SEO Definition
• Organic Search Definition
• Outbound Links Definition
• Daily Active Users Definition
• Mobile Marketing
• Brand Stacking
• Adware Definition
• Banner Advertising
• Native Advertising

Social Media

• Social Media Marketing
• Viral Marketing Definition
• What is Social Listening?

• Tie-In Marketing
• Influencer Marketing
• Advertorial

Publicity

• What is Publicity?
  • What are the benefits and drawbacks of Publicity?
  • Is there a such thing as Bad Publicity?
• How can we Manage Publicity?
  • Public Relations
• Media Kit

Consumer Decisions

• Consumption Behavior
• Consumer Decision-Making Process
• Behavioral Targeting - Explained
• Need-Motivated Consumer Decisions
• Types of Consumer Decisions
• Things that Effect Consumer Decisions
• Consumer Theory
• Disjunctive Model (Marketing Research)

Sales

Sales Concepts

• What do Salespeople Do?
  • Inside Sales
  • Outside Sales
    
  • Advantages and Disadvantages of Personal Selling
  • Caveat Emptor
  • What to Do and Not Do as a Salesperson?

Sales Process

• Sales Process
  • Sales Mix
  • Sales Methodology
    
  • What is Lead Generation?
  • What is Lead Qualification?
  • Why is Follow-Up Important?
• Sales Communication
  • What is the AIDA Model?
• Relationship Management
  • Customer Relationship Management
    
  • Why are Salespeople Relationships Important?
  • Rainmaker
    
• Measuring Sales
  • Closing Ratio
    
  • Activity Quota
• How has Technology Affected Personal Selling?
  • Point of Purchase or Sale
• How Should We Compensate our Salespeople?
  • Brokerage Fee

• Cross-Selling
• Up-Selling
• Wholesaling
  • Line Sheet
• Back Door Selling
• Bundling
• Assortment Strategy
• Cold Calling
• Retail
  • Pop-Up Retail
  • Big Box Retailer
    
• Value Added Reseller
• Infomercial
• Telemarketing
• Outside Sales
  • Multi-Level Sales or Marketing
  • Network Marketing
• Auctions
  • Absolute Auction
  • Reverse Auction
  • Sealed Bid Auction
  • Dutch Auction
• Captive Pricing
• Affiliate Marketing
  

• Hard Sell
• Consultative Selling
• Adaptive Selling
• Suggestive Selling
  
• Always Be Closing (Sales Strategy)
• BANT

Business to Business Marketing

• Types of Customer
  • Business to Business (B2B) Definition
  • Business to Consumer (B2C) Definition
  • Business to Government (B2G) Definition
• Business Customers are Different from Consumers
• What Drives Purchase Decisions?
• Trade Marketing
• Types of Purchase Decisions
• Who Makes Purchase Decisions?
• Role of the Business Buying Center
• Identifying Options for Purchase
• Benefits/Detriments of B2B Relationships
• What is Included in a Business Relationship?
• What are Kickbacks a Bad Thing?

Ethics

• What are Ethics?
• Why are Ethics Important to Marketing?
  • What is Micro-Marketing?
  • What is Macro-marketing?
• In what ways do Ethics Interact with Marketing?
• What are the risks of Unethical Marketing?
• What are the Benefits of Ethical Marketing?