Chapter 1
Introduction to Marketing
Core concepts: Needs, wants, and demands
medium • 1 min read
Evolution of marketing concepts (Production to Societal)
medium • 2 min read
The Marketing Environment (Micro and Macro)
medium • 3 min read
Marketing Mix (4Ps and expanded 7Ps)
medium • 4 min read
Role of marketing in organizational growth
medium • 5 min read
Bases for segmenting consumer and business markets
medium • 1 min read
Evaluating and selecting target markets
medium • 2 min read
Developing a positioning strategy
medium • 3 min read
Points-of-Parity (POP) and Points-of-Difference (POD)
medium • 4 min read
Repositioning and perceptual mapping
medium • 5 min read
Chapter 3
Product and Pricing Strategies
Product classification and product levels
medium • 1 min read
Product Life Cycle (PLC) and marketing strategies
medium • 2 min read
New product development process
medium • 3 min read
Pricing objectives and determining demand
medium • 4 min read
Pricing methods (Markup, Target-return, Value-based)
medium • 5 min read
Marketing channels and value networks
medium • 1 min read
Channel design and management decisions
medium • 2 min read
Retailing, Wholesaling, and Logistics
medium • 3 min read
The Promotion Mix (Advertising, Sales Promo, PR, Personal Selling)
medium • 4 min read
Integrated Marketing Communications (IMC) framework
medium • 5 min read
Chapter 5