Principles of Marketing
Revision for Principles of Marketing: notes on 11 units, 294 practice questions with explanations, 106 flashcards and 92 common traps, plus timed mock papers marked like the real quiz (+1 correct · −0.25 wrong · 0 blank). Free, and it remembers what you get wrong.
What's covered
What marketing is
Marketing, and why anticipation is the core · Marketing vs selling · Textbook: Marketing: Creating Customer Value and Engagement
Need, want, demand & what can be marketed
Need, want, demand · The eight demand states · The ten things that can be marketed · Textbook: Marketing: Creating Customer Value and Engagement
Customer perceived value
Customer perceived value · Textbook: Marketing: Creating Customer Value and Engagement
The marketing environment & exchange system
The marketing environment · Exchange, transaction, relationship · Textbook: Marketing: Creating Customer Value and Engagement · Textbook: Analyzing the Marketing Environment
The value purchase chain, satisfaction & loyalty
Existing state, desired state and the gap · Satisfaction and loyalty · Textbook: Marketing: Creating Customer Value and Engagement
Segmentation
Why segment at all · The five bases of segmentation · Textbook: Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships · Textbook: Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
Targeting
Targeting and the SAFE framework · Textbook: Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
Positioning: frame of reference, POPs & PODs
Positioning and the frame of reference · POPs and PODs · Textbook: Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
Consumer behaviour
Why people buy, and the three eras · Story over product · Heuristics at the point of purchase · Buying stages in practice: sets, scores and shortcuts · What consumer behaviour studies · The five stages, and where the decision is won · When buyers skip, reverse and loop · The messy middle: exploring and evaluating in a loop · Marketing works at every stage, not just the till · The integrated consumer behaviour framework · Three theories of motivation: why the journey begins · Freud: the iceberg, id, ego and superego · Maslow: the lowest unmet need drives behaviour · Herzberg: hygiene factors and motivators · Perception: how buyers see the world · Meaning over stimulus: packaging and price as cues · Perceptual product categories · From stimulus to perception: thresholds and stages · Gestalt principles: how the brain organises what it sees · Textbook: Consumer Markets and Buyer Behavior
Marketing management orientations (production, product, selling, marketing, societal)
Textbook: Marketing: Creating Customer Value and Engagement
Company strategy, portfolio & the marketing mix (mission, BCG, Ansoff, value chain, 4Ps, SWOT, control)
Textbook: Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
Other Semester 1 courses
- Foundations of Computing 356 questions
- Economic & Business History 369 questions
- Algorithmic Thinking in Business 401 questions
- Financial Accounting 312 questions
- Statistics for Managers 510 questions