INTRODUCTION 6
MARKETING BASICS
1 The marketing mix 1 8
A The Ps
B Marketing a new product
2 The marketing mix 2 10
A The four Cs, As and Os
B AIDA
3 SWOT analysis 12
A SWOT analysis
B SWOT and marketing strategy
4 Marketing strategy and the marketing plan 14
A Marketing strategy vs. marketing plan
B Developing the marketing plan
5 Marketing ethics 16
A Social marketing
B Corporate social responsibility CSR
6 The market environment 18
A The micro environment
B The macro environment： STEP analysis
7 Legal aspects of marketing 20
A Legal definitions
B Legal problems
C The Consumer Protection Act
RESEARCH
8 Research 1 22
A Types of research
B Research methodology
9 Research 2 24
A Describing survey results
B Understanding trends and changes
PRODUCT
10 New product 26
development 1
A Idea generation
B Idea screening
C Concept development and testing
D Marketing strategy and business analysis
11 New product 28
development 2
A Workflow
B Product development and optimization
C Test marketing
D Commercialization
12 Brainstorming 30
A The brainstorming session
B Brainstorming techniques
C Suggesting and building on ideas
13 Product and service types 32
A Product types
B Word combinations with goods and products
C Types of service
14 Product life cycles 34
A The Boston Consulting Group Matrix
B Inside the Boston Box
15 Selling products and services 36
A The seller
B The purchaser
C Selling a service
POSITIONING AND BRANDING
16 Branding 1 38
A What is a brand?
B Branding
C Word combinations with brand
17 Branding 2 40
A Brand platform
B Brand management
C Brand strategy
D More word combinations with brand
18 Brand values 42
A Common brand values
B Describing brand values
PEOPLE CUSTOMERS AND STAFF
19 Market segmentation 44
A What is market segmentation?
B How does market segmentation work?
C Common market segments
20 Customer needs and behavior 46
A Maslows Hierarchy of Needs
B Consumer Life Cycle CLC
C Purchasing behaviour
21 Loyalty programmes 48
A Customer loyalty
B Loyalty programmes
C Talking about loyalty programmes
22 Motivation marketing 50
A What is motivation marketing?
B Staff incentive schemes
C Incentives： travel and events
23 Customer Relationship Management 52
A One-to-one marketing
B CRM technology
C Privacy
PRICE
24 The marketing budget 54
A The marketing budget
B Budgeting approaches
C Return on investment ROI
25 Price 56
A Pricing strategies
B Pricing considerations
C The price test
PLACE
26 Logistics and the distribution chain 58
A Moving goods
B Direct distribution
C Indirect distribution
27 Merchandising 60
A Merchandise and merchandising
B Promotional merchandise
C Sports merchandising
D Film, book and music merchandising
28 Trade shows 62
A Why use trade shows?
B Organizing an event
29 Telemarketing 64
A What is telemarketing?
B Outbound telemarketing
C Inbound telemarketing
D Telemarketing scripts
30 Online shopping and mail order 66
A The online shopping experience
B Mail order and the ordering process
31 Personal selling 68
A The sales force
B Personal selling
C The sales process
D Marketing support
PUBLICITY AND PROMOTION
32 Above, below and through the line 70
A Above-the-line
B Below-the-line
C Through-the-line
D Advertising techniques
33 Media strategy 72
A Media strategy
B Media planning
C Media buying
34 TV and radio 74
A Advertising on TV or radio
B The audience
C Dayparts
35 Outdoor advertising 76
A Out-of-home advertising formats
B Effectiveness of OOH
36 The press 78
A Newspapers
B Magazines
C Choosing titles
D Choosing a position
37 Printed documents 80
A Design
B Preparing to print
C The print job
38 Branded content 82
A History of branded content
B Types of branded content
C Efficiency
39 The internet 84
A Internet advertising
B Search engines
C Search engine marketing
40 Buzz marketing 86
A Word of mouth
B Buzz marketing and stealth marketing
C Electronic buzz
D Generating a buzz
41 Sales promotions and displays 88
A Sales promotions
B Point of purchase POP or point of sale POS displays
42 Direct mail and email 90
A The advantages of direct mail
B Organizing a direct mail or email campaign
C Describing a mailshot
43 Street marketing and sampling 92
A History of street marketing
B Aims of street marketing
C Successful street marketing tactics
PACKAGING
44 Logos 94
A Types of logo
B Logo design
C Typeface
45 Materials and containers 96
A Describing packaging
PUBLIC RELATIONS
46 Corporate communications 98
A The goals of corporate communications
B Corporate values and identity
C Tools of corporate communications
47 Public relations and lobbying 100
A Public relations
B Media relations
C Lobbying
D Inside lobbying
E Outside lobbying
48 Event and sports sponsorship 102
A Sponsorship
B Types of sponsorship
C Word combinations with sponsor
49 Crisis communication 104
A What is crisis communication?
B A crisis communication case study
50 Corporate blogging 106
A Blogging basics
B Blogs as a marketing tool
Appendices 108
Answer key 120
Index 132
Acknowledgements 143
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