MMK101- 1

MMK101- 1

1. Week 1

   • Marketing
   • De-marketing
   • Market offering

2. Week 2

   • Strategic planning
   • Marketing mix
     • Product
     • Price
     • People
     • Promotion
     • Placement
     • Process
   • Marketing performance- measures
     • Standard measures
       • Brand awareness
       • Markets share
       • Sales
     • Customer-centred measures
       • Customer retention
       • Customer acquisition
       • Customer life-time value

3. Week 3

   • Customer driven marketing strategy
     • Step 1- Segmentation (divide market)
       • Step 2- Targeting (select segment)
         • Step 3- Differentiation (superior customer value)
           • Step 4- Positioning (position at target market)
             • Positioning statement
       • Demographics
       • Behavioral
       • Psychgraphic
       • Geographic
   • Targeting
     • Mass
     • Differination
     • Niche
     • Individual

4. Week 4

   • Customer insights
   • Market research
     • Objectives (not TYPES of research)
       • Exploratory
       • Descriptive
       • Causal
     • Type of research
       • Observation
       • Survey
       • Experimental
   • Data
     • Primary
     • Secondary

5. Week 5

   • Consumer behaviour
     • Influence factors
       • Cultural
       • Social
       • Personal
       • Psychological
     • Buyer decision process
       • 1- Need recognition
         • 2- Information search
           • 3- Evaluation of alternatives
             • 4- Purchase decision
               • 5- Post purchase behaviour
     • Buyer decision process- NEW PRODUCT
       • 1- Awareness
         • 2- Interest
           • 3- Evaluation
             • 4- Trial
               • 5- Adoption