This class was created by Brainscape user Walker G. Visit their profile to learn more about the creator.

Decks in this class (55)

CHAPTER 1
- Know the different aspects that marketing encompasses. - Understand the marketing concept and how it relates to the marketing management process. - Learn the elements of the marketing mix.
1  cards
Introduction (1)
No deck description has yet been added by the author.
13  cards
Introduction, Definitions, Marketing Concept, Selling Concept (1)
No deck description has yet been added by the author.
47  cards
Managing the Marketing Process, 7-P's (1)
No deck description has yet been added by the author.
71  cards
CHAPTER 2
- Understand why marketers need marketing research - Define marketing research and its importance - Describe why and how to conduct marketing research
1  cards
Introduction, Overview of Marketing Research Process (2)
No deck description has yet been added by the author.
13  cards
Step 1 (2)
No deck description has yet been added by the author.
16  cards
CHAPTER 3
- Understand how to segment markets and why doing so is important - Learn how to successfully select a target market for a product or service - Create a buyer persona from a customer segment
1  cards
Segmentation (3)
No deck description has yet been added by the author.
18  cards
CHAPTER 4
- Define what positioning is and why it is important to marketers - Describe how positioning helps brands and products have greater success - Explain how to position products and discuss common positioning problems
1  cards
Positioning (4)
No deck description has yet been added by the author.
16  cards
Positioning Strategies (4)
No deck description has yet been added by the author.
6  cards
CHAPTER 5
- Understand the overall buyer behavior process. - Know how companies can use the buyer behavior process to help market to consumers. - Recognize the variations that could occur in the buyer behavior process.
1  cards
The Buyer Behavior Process (5)
No deck description has yet been added by the author.
39  cards
Maslow's Hierarchy of Needs (5)
No deck description has yet been added by the author.
13  cards
Business to Business Buying Process (5)
No deck description has yet been added by the author.
10  cards
CHAPTER 6
- Define the types of product attributes. - Describe the types of consumer products and services. - Know the stages in the product life cycle and how to apply marketing strategies for each stage. - Learn the types and functions of product packaging. - Understand how new packaging trends are used to help market products.
1  cards
CHAPTER 7
SERVICES MARKETING - Understand what services are and how they are marketed differently than products. - Define what is meant by “customer experience” and how it relates to services marketing. - Understand customer journey mapping as a way to architect excellent customer experiences. - Discuss Customer Lifetime Value and the set of benefits that relate to it. - Learn what a services blueprint is and how it helps marketers offer better services.
1  cards
Introduction, Services and Service Marketing (7)
No deck description has yet been added by the author.
30  cards
The Customer Journey (7)
No deck description has yet been added by the author.
67  cards
Evaluating Services (7)
No deck description has yet been added by the author.
14  cards
The Customer Experience (7)
No deck description has yet been added by the author.
11  cards
Characteristics of Services (7)
No deck description has yet been added by the author.
72  cards
CHAPTER 8
No deck description has yet been added by the author.
1  cards
Introduction (8)
BRANDS AND BRAND MANAGEMENT - Learn the different functions of a brand - Identify the different brand elements - Develop a brand map for brand associations - Understand how to create a strategy for a cohesive brand image
17  cards
Brand Identification: Measuring Brand Awareness (8)
No deck description has yet been added by the author.
15  cards
Brand Differentiation: Building Associations (8)
No deck description has yet been added by the author.
16  cards
Brand Value (8)
No deck description has yet been added by the author.
15  cards
Branding Strategy Levels (8)
No deck description has yet been added by the author.
31  cards
Brand Identity vs. Brand Image (8)
No deck description has yet been added by the author.
29  cards
CHAPTER 9
No deck description has yet been added by the author.
0  cards
CHAPTER 10
PRICING PRODUCTS AND SERVICES - Know basic pricing terminology - Understand the general approaches to setting prices - Understand the psychological aspects of pricing - Create a general price range for a good or service
8  cards
Pricing Terminology (10)
No deck description has yet been added by the author.
51  cards
Pricing Models (10)
No deck description has yet been added by the author.
58  cards
Other Pricing Strategies (10)
No deck description has yet been added by the author.
34  cards
Psychological Strategies in Pricing (10)
No deck description has yet been added by the author.
42  cards
CHAPTER 11
- Understand the elements of the promotional mix (marketing communication mix) - Describe the characteristics of the different advertising media and their best uses - Learn how to break through the promotional clutter
1  cards
Promotions Introduction (11)
No deck description has yet been added by the author.
12  cards
The Promotional Mix Pieces (11)
No deck description has yet been added by the author.
48  cards
Advertising (11)
No deck description has yet been added by the author.
26  cards
Advertising Measurement Terms (11)
No deck description has yet been added by the author.
28  cards
How to Set Up an Advertising Campaign 101 (11)
No deck description has yet been added by the author.
16  cards
The Promotional Mix Elements Working Together (11)
No deck description has yet been added by the author.
20  cards
CHAPTER 12
No deck description has yet been added by the author.
0  cards
CHAPTER 13
SOCIAL MEDIA MARKETING - Learn the trends in the changing landscape of social media - Understand general social media marketing tips - Know the social media platforms and their uses - Be aware of resources for monitoring a brand on social media
1  cards
Introduction, Social Media Landscape (13)
No deck description has yet been added by the author.
16  cards
Social Media Marketing (13)
No deck description has yet been added by the author.
11  cards
CHAPTER 14
DISTRIBUTING PRODUCTS - Define what distribution channels are and describe why they are needed - Identify and compare the broad classes of distribution channels - Recognize distribution channel design considerations and channel management challenges
1  cards
Overview of Channels (14)
No deck description has yet been added by the author.
33  cards
Types of Channels (14)
No deck description has yet been added by the author.
53  cards
Channel Design (14)
No deck description has yet been added by the author.
17  cards
CHAPTER 15
THE MARKETING ENVIRONMENT - Recognize the (potential) influence of the immediate environment on an organization - Interpret the (potential) influence of the external environment on an organization - Understand environmental scanning for an industry or company
7  cards
The Marketing Environment (15)
No deck description has yet been added by the author.
41  cards
The External Environment (15)
No deck description has yet been added by the author.
35  cards
Environmental Scanning (15)
No deck description has yet been added by the author.
13  cards

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