Flashcards
Marketing RISP - Syllabus Points
Cards in this deck (4)
- 1RolesStrategic role of marketing goods and services
Interdependence with other key business functions
Production, selling, marketing approaches
Types of markets – resources, industrial, intermediate, consumer, mass, niche - 2InfluencesFactors influencing customer choice – psychological, sociocultural, economic, government
Consumer laws
Deceptive and misleading advertising
Price discrimination
Implied conditions
Warranties
Ethical – truth, accuracy and good taste in advertising, products that may damage health, engaging in fair competition, sugging - 3ProcessSituational analysis – SWOT, Product Life Cycle
Market research
Establish market objectives
Identify target markets
Develop marketing strategies
Implementation, monitoring and controlling – develop a financial forecast; comparing actual and planned results, revising the marketing strategy - 4StratagiesMarket segmentation, product/service differentiation and positioning
Products – goods and/or services
Branding
Packaging
Price including pricing methods – cost, market, competition-based
Pricing strategies – skimming, penetration, loss leaders, price points
Price and quality interaction
Promotion
Elements of the promotion mix – advertising, personal selling and relationship marketing, sales and promotions, publicity and public relations
Place/Distribution
Distribution channels
Channel choice – intensive, selective, exclusive
Physical distribution issues – transport, warehousing, inventory
People, Processes and Physical Evidence
E-marketing
Global Marketing
Global branding
Standardisation
Customisation
Global pricing
Competitive positioning
Information
- Description
- The Roles, Influences, Strategies and Process of Marketing as per the Syllabus
- Created by
- Michael Duck
- Views
- 22
- Rating