a r k e t i ng

G 1 2 0 5 M
MK T
i pl es
Princ R e v i s io n
l E x a m
Fina P r in c i p l es t e am
a r ke t i n g
M
Exam Format
Section A: Multiple Choice (20 questions @ 1 mark each)

Section B: Short answer Questions (3 questions @ 5

marks each)

Section C: Case Study (2 questions x 7.5 marks each)

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The Marketing Environment

The microenvironment consists of the actors close to the
company that affect its ability to serve its customers, the
company, suppliers, marketing intermediaries, customer
markets, competitors, and publics.
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The Marketing Environment

The macroenvironment consists of the larger societal

forces that affect the microenvironment.
• Demographic
• Economic
• Natural
• Technological
• Political
• Cultural
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Chapter 7: STDP
5

Creating Value for Targeted Customers

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Market Segmentation
Geographical segmentation
Marketing mixes are customized geographically

Demographic segmentation
Most popular segmentation
Demographics are closely related to needs, wants and usage rates

Psychographic segmentation
Lifestyle, social class, and personality-based segmentation

Behavioral segmentation
Typically done first
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Targeting

Target Marketing
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Differentiation
Product Services
Differentiation Differentiation
(e.g., consistency, durability, (e.g., speed, convenience,
reliability, repairability) careful delivery)

Channel
Differentiation
(e.g., channel’s
coverage

People Image
Differentiation Differentiation
(e.g., hiring, training better (e.g., convey benefits and
people than competitors) positioning)
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Value Proposition
Chapter 8: Product, Services, and
Branding Strategies
Three levels of products

Product classification

Brand development strategies

Product life-cycle strategies

 Three levels of
products
• Core product

• Actual product – Brand name, Quality

level, Packaging, Design, Features

• Augmented product – Delivery and

credit, Installation, Warranty, After-sale
service
 Classification of
Consumer products
• Convenience products

• Shopping products

• Specialty products

• Unsought products
Brand development strategies
Chapter 9: Product life-cycle
strategies
 Chapters 10 & 11: Pricing
Strategies
General pricing approaches

New-product pricing strategies

Product mix pricing strategies

Price adjustment strategies

Refer to Black Board: MARKETING PRINCIPLES (MKTG1205) > GENERAL SKILLS DEVELOPMENT (LEAP) > ONLINE
TOOLS.
THIS FILE PROVIDES A COMPREHENSIVE REVIEW OF ALL PRICING THEORIES
General pricing
approaches
• Cost-based pricing

• Value-based pricing

• Competition-based pricing
New-product pricing
strategies
• Market-skimming pricing

• Market-penetration pricing
Product mix pricing
strategies
• Product line pricing

• Optional-product pricing

• Captive-product pricing

•Product bundle pricing

 Price adjustment
strategies
• Discount and allowance pricing

• Segmented pricing

• Psychological pricing
Chapter 12: Marketing
Channels and Distribution
Strategies
Marketing channels

Channel members

Marketing channel Functions

Channel conflicts (horizontal conflict vs vertical conflict)

Chapter 12: Marketing Channels and
Distribution Strategies
Conventional distribution channels

Vertical Marketing Systems

Horizontal Marketing Systems

Multichannel Distribution Systems (Hybrid marketing channels)

Number of Marketing Intermediaries (intensive – selective –

exclusive distribution)
Chapters 14, 15, 16, 17: Integrated Marketing
Communication
Promotion mix strategies: Push & Pull
Promotion Mix tools:
Advertising
Sales promotion
Public relations
Personal selling
Direct marketing
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23

Push Strategy

Personal selling
Personal selling
Advertising
Trade promotion
Sales promotion

Producer Retailers/Wholesalers Consumers

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24

Pull Strategy

consumer advertising
sales promotion

Producer Consumers
Advertising
•Objectives

•Budget

•Message Strategy

•Message Execution

•Media (Reach, Frequency, Impact)

•Media Types

•Media Vehicles
 PR functions
•Press relations or press agency

•Product publicity

•Public affairs

•Lobbying

•Investor relations

•Development
Public Relations
tools
•News

•Speeches

•Special events

•Written materials

•Audiovisual materials

•Corporate identity

•Public service activities

Sales promotion tools
•Samples

•Coupons

•Cash refunds

•Price packs

•Premiums

•Advertising specialties

•Patronage rewards

•Point-of-purchase displays and demonstrations

•Contests, sweepstakes, games

Forms of Direct
marketing

•Face-to-face selling

•Telephone marketing

•Direct-Mail marketing

•Catalog marketing

•Direct-response TV marketing

•Kiosk marketing
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30

Sales Force Structure

Territorial sales force structure

Each salesperson is assigned an exclusive geographic area and

sells the company’s full line of products and services to all
customers in that territory.

Defines salesperson’s job

Fixes accountability
Lowers sales expenses
Improves relationship building and selling effectiveness
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31

Sales Force Structure

Product sales force structure

Each salesperson sells along product lines.

Improves product knowledge

Can lead to territorial conflicts
Customer sales force structure

Each salesperson sells along customer or industry lines.

Improves customer relationships

Complex sales force structure

A wide variety of products is sold to many types of customers over a broad geographic area
and combines several types of sales force structures.
Chapter 5: Consumer
Behaviour
Characteristics Affecting Consumer Behaviour

Buyer Decision Process

Characteristics Affecting
Consumer Behaviour
Buyer Decision Process
 tố t n h e !
c em t h i
Chú c c á g Team
c hi n
l u c k ! T he Tea
Good