PRINCIPLES OF MARKETING MGT-301

Table of Contents

Lesson No. Title / Topic Page No.

1 Overview of Course …………………………………………………...… 1
2 Understanding Marketing and Marketing Process ………………………… 5
3 Customer Relationship Management ……………………..………………. 13
4 Marketing in Historical Perspective and Evolution of Marketing ……… 17
5 Marketing Challenges in the 21st Century …………………..……………... 22
6 Strategic Planning and Marketing Process …………………………… 28
7 Portfolio Analysis…………………………………………………………. 32
8 Marketing Process……………………..……………………..……………. 36
9 Marketing Environment ……………………..…………………………… 41
10 Marketing Macro Environment ……………………..…………………….. 45
11 Analyzing Marketing Opportunities and Developing Strategies …………... 49
12 The Marketing Research Process ……………………..………………….. 54
13 The Marketing Research Process (Continued) ……………………..…… 57
14 …
Consumer Buying Behavior ……………………..………………………... 62
15 Consumer Buying Behavior (Continued) …………………………………. 66
16 Business Markets and Buying Behavior …………………………………... 74
17 Market Segmentation …………………………………………………….. 82
18 Market Segmentation (Continued) ……………………………………….. 86
19 Marketing Mix ……………………………………………………………. 91
20 Product …………………………………………………………………... 95
21 New Product Development Process………………………………………. 100
22 Product Life- Cycle Stages and Strategies.………………………………… 106
23 Key Terms-Product: the 1st P of Marketing Mix ………………………… 110
24 …………….
Price: the 2nd P of Marketing Mix ………………………………………… 112
25 General Pricing Approaches………………………………………………. 119
26 Price-Adjustment Strategies ………………………………………………. 125
27 Price Changes …………………………………………………...……… 129
28 Place: the 3rd P of Marketing Mix …………………………………………. 132
29 Logistic Management…………………………………………………….... 141
30 Retailing and Wholesaling ………………………………………………… 148
31 Key Terms-Place the 3rd p of the Marketing Mix ……………………… 157
32 …...
Promotion: the 4th P of Marketing Mix …………………………………… 159
33 Advertising …………………………………………………………… 169
34 Sales Promotion ………………………………………………………….. 173
35 Personal Selling …………………………………………………………... 180
36 Sales Force Management …………………………………………………. 185
37 Direct Marketing …………………………………………………………. 189
38 Public Relations ………………………………………………………….. 195
39 Key Terms-4th P (Promotion) …………………………………………… 198
40 Creating
….. Competitive Advantage …………………………………………. 200
41 Global Marketing ………………………………………………………… 206
42 E-Marketing ……………………………………………………………… 212
43 Marketing and Society ……………………………………………………. 215
44 Marketing (Revision)……………………………………………………… 220
45 Marketing (Revision)……………………………………………..……… 230