Link to TABLE OF CONTENTS
TABLE OF CONTENTS
CHAPTER 1 – MARKETING TODAY .................................................................................................................................. 2
DEFINTIONS .............................................................................................................................................................. 2
VIEWS ON MARKETING + EVOLUTION ........................................................................................................... 2-3
STRATEGIC ORIENTATIONS + MARKETING STRATEGIES ......................................................................... 3-4
MARKETING MIX .................................................................................................................................................... 4
CHAPTER 2 – MARKET DYNAMICS .................................................................................................................................. 5
MARKET DYNAMICS TYPES ................................................................................................................................ 5
PRESTCOM (SITUATION ANALYSIS) ................................................................................................................... 7
SWOT (SITUATION ANALYSIS) ............................................................................................................................ 8
PORTER’S 5 FORCES (SITUATION ANALYSIS) .................................................................................................. 9
CHAPTER 3 – BUYER BEHAVIOUR ................................................................................................................................... 9
CONSUMER PURCHASING DECISION MAKING ................................................................................................ 9
TYPES OF BUYING DECISIONS + INVOLVEMENT FACTORS + BUYER BEHAVIOUR TYPES ............... 10
PERCEPTION + CONDITIONING .......................................................................................................................... 11
MOTIVES & VALUES (MASLOW HIERARHCY OF NEEDS) ........................................................................... 12
ATTITUDES/BELIEFS + EXTERNAL BEHAVIOUR INFLUENCE.................................................................... 12
NEW PRODUCT DECISION PROCESS + ADOPTER TYPE (INDIDUAL DIFFERENCES) ............................ 14
B2B BUYING TYPES + B2B BUYING COMPLEXITY + B2B PURCHASING DECISION .............................. 15
CHAPTER 4 – MARKET S.T.G. ........................................................................................................................................... 16
SEGMENTATION .................................................................................................................................................... 16
SEGMENTATION B2B (MACRO + MICRO) ........................................................................................................ 18
TARGETING + STRATEGIES ................................................................................................................................ 19
POSITIONING (PERCEPTUAL MAP: MAM + MDS) .......................................................................................... 20
REPOSITIONING + STAGES .................................................................................................................................. 21
CHAPTER 5 MARKETING RESEARCH ........................................................................................................................... 21
DEFINITIONS .......................................................................................................................................................... 21
MARKETING RESEARCH PROCESS .................................................................................................................. 22
ETHICS + AREAS OF MARKETING RESEARCH ............................................................................................... 23
SECONDARY + PRIMARY (DATA COLLECTION) + QUAL/QUANT ............................................................. 24
SURVEYS + QUESTIONNAIRES (+ DESIGN) .................................................................................................... 25
OBSERVATIONAL TECHNIQUES + QUAL STUDIES + SAMPLING .............................................................. 26
i
,Link to TABLE OF CONTENTS
CHAPTER 8 PROMOTION ................................................................................................................................................. 27
DEFINITION + PROMOTIONAL MIX .................................................................................................................. 27
MARKETING COMMUNICATION PROCESS (SCHRAMM MODEL) .............................................................. 28
PARTICIPATION (ENGAGEMENT) MODEL ....................................................................................................... 29
INFLUENCING CUSTOMERS (HIERARCHY OF EFFECTS –AIDA, DAGMAR, POEM) ............................. 29
ADVERTISING, PR, PROMOTION ........................................................................................................................ 30
B2B STAGES OF SELLING .................................................................................................................................... 31
FACTORS AFFECTING MEDIA CHOICE (AIMRITE) ........................................................................................ 31
MARKET COMMUNICATION BUDGET.............................................................................................................. 32
CHAPTER 6 PRODUCT ........................................................................................................................................................ 32
TOTAL PRODUCT OFFERING (TPO) ................................................................................................................... 32
PRODUCT TYPES + BRANDING + NEW PRODUCT DEVELOPMENT (STAGES) ........................................ 33
PRODUCT LIFE CYCLE ......................................................................................................................................... 34
PRODUCT PROTFOLIO MANAGEMENT (BSG, GE-MCKINSEY MATRIX) ................................................. 34
CHAPTER 7 SERVICES ........................................................................................................................................................ 35
DEFINTIONS + IMPORTANCE OF SERVICE ...................................................................................................... 35
TPO + SERVICE CONVENIENCE .......................................................................................................................... 36
SERVICE CLASSIFICATION ................................................................................................................................. 36
MARKETING MIX FOR SERVICES (3+ P’S) ....................................................................................................... 36
SERVICE QUALITY (DIMENSIONS) + MARKETING CONCERNS ................................................................. 37
CHAPTER 9 PLACE .............................................................................................................................................................. 38
DEFINTIONS ............................................................................................................................................................ 39
RIGHT SPACE/CONSIDERATIONS ...................................................................................................................... 39
COGNITIVE MANAGEMENT ................................................................................................................................ 40
PLACE MANAGEMENT VIEWS ........................................................................................................................... 40
DESIGNING SUPPLY CHAIN + DISTRIBUTION TYPES ................................................................................... 40
OVERSEAS MARKET ENTRY ............................................................................................................................... 40
SOURCES OF POWER ............................................................................................................................................ 40
MARKETING FUNCTIONS IN SUPPLY CHAIN ................................................................................................. 41
CHAPTER 10 PRICE.............................................................................................................................................................. 40
DEFINTIONS ............................................................................................................................................................ 40
VIEWPOINTS ........................................................................................................................................................... 40
ii
,Link to TABLE OF CONTENTS
PRICING STRATEGIES + INTERNATIONAL ...................................................................................................... 42
PRICE WARS ............................................................................................................................................................ 43
PRICING ONLINE .................................................................................................................................................... 43
CHAPTER 11 BRAND BUILDING WITH MARKETING MANAGEMENT ................................................................ 44
DEFINTIONS ............................................................................................................................................................ 44
BRAND TYPES ........................................................................................................................................................ 44
BRAND ARCHITECTURES .................................................................................................................................... 44
BRAND STRATEGIES............................................................................................................................................. 44
MOVE PRODUCT IN EXISITING BRAND ........................................................................................................... 44
CHAPTER 12 MARKETING PLANNING .......................................................................................................................... 45
MARKETING PLAN PROCESS .............................................................................................................................. 45
7 KEY QUESTIONS OF MARKETING PLANNING............................................................................................. 45
STEP BY STEP MARKETING PLAN ..................................................................................................................... 46
BUSINESS MISSION ............................................................................................................................................... 46
ANSOFF MATRIX ................................................................................................................................................... 47
INTERNATIONAL MARKETING STRATEGY + SCREENING.......................................................................... 47
STANDARDIZATION V.S. ADAPTATION ........................................................................................................... 47
MARKETING OPERATIONS .................................................................................................................................. 48
CONTINGENCY PLANS (PIERCY FRAMEWORK) ........................................................................................... 48
SHORT FALLS + BARRIERS TO SMOOTH IMPLEMENTATION .................................................................... 49
MCKINSEY 7S FRAMEWORK ............................................................................................................................. 49
ARTICLES ............................................................................................................................................................................... 50
Article A - Anderson, S. J., Chandy, R., & Zia, B. (2018). Pathways to Profits: The Impact of Marketing vs. Finance Skills
on Business Performance
.................................................................................................................................................................................................................................................................................................................................................................. 50
Article B - Nie, X., Yang, Z., Zhang, Y., & Janakiraman, N. (2022). How does global-local identity affect consumer
preference for access-based consumption investigating the mediating role of consumption openness
.................................................................................................................................................................................................................................................................................................................................................................. 51
Article C - De Bellis, E., Hildebrand, C., Ito, K., Herrmann, A., & Schmitt, B. (2019).Personalizing the Customization
Experience: A Matching Theory of Mass Customization Interfaces and Cultural Information Processing.
.................................................................................................................................................................................................... 52
Article D - Minton, E. A., Spielmann, N., Kahle, L. R., & Kim, C. H. (2018). The subjective norms of sustainable
consumption: A cross-cultural exploration.
............................................................................................................................................................................................................................. 53
Article E - Baskentli, S., Hadi, R., & Lee, L. (2023). How culture shapes consumer responses to anthropomorphic
products. International Journal of Research in Marketing
............................................................................................................................................................................................................................. 54
Article F - Koo, M., Shavitt, S., Lalwani, A. K., & Chinchanachokchai, S. (2020). Engaging in a Culturally Mismatched
Thinking Style Increases the Preference for Familiar Consumer Options for Analytic but not Holistic Thinkers
............................................................................................................................................................................................................................. 55
iii
, Link to TABLE OF CONTENTS
WEEK 1:
Chapter 1 – Marketing today
Most common definitions of marketing (2)
Chartered Institute of Marketing:
- The management process which identifies, anticipates, and satisfies customer
requirements efficiently and profitably
Chartered Institute of Marketing (CIM): Marketing is about managing things in a way that
finds out what customers want, predicts it, and then meets those needs well while making a
profit.
American Marketing Association:
- Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large
American Marketing Association (AMA): Marketing is all the things and steps involved in
creating, telling about, giving, and trading products or services that people find valuable.
Views on marketing
- A function: Embraces all marketing activity within the organization. In a market
orientated organization, everybody will think of marketing
- A department: A defined part of the organization in which specialist marketers work;
report to marketing managers and directors who lead the department
- A discipline: Discipline means the ‘field of study’, in which the discipline of
marketing refers to the focus on understanding how businesses promote and sell
products or services
- A concept
- A philosophy: like a guiding belief or principle about how to approach and do
marketing. The underlying idea or mindset that shapes how businesses think about
and carry out their marketing activities.
- An orientation: An organization’s strategic orientation provides ‘the guiding
principles that influence a firm’s marketing and strategy making activities’ (Noble et
al, 2002)
Marketing is more than just selling, advertising, promotion, or marketing communication. It
also emphasizes on understanding the customers, as well as competitors, and devising
strategies to achieve a competitive advantage
2
TABLE OF CONTENTS
CHAPTER 1 – MARKETING TODAY .................................................................................................................................. 2
DEFINTIONS .............................................................................................................................................................. 2
VIEWS ON MARKETING + EVOLUTION ........................................................................................................... 2-3
STRATEGIC ORIENTATIONS + MARKETING STRATEGIES ......................................................................... 3-4
MARKETING MIX .................................................................................................................................................... 4
CHAPTER 2 – MARKET DYNAMICS .................................................................................................................................. 5
MARKET DYNAMICS TYPES ................................................................................................................................ 5
PRESTCOM (SITUATION ANALYSIS) ................................................................................................................... 7
SWOT (SITUATION ANALYSIS) ............................................................................................................................ 8
PORTER’S 5 FORCES (SITUATION ANALYSIS) .................................................................................................. 9
CHAPTER 3 – BUYER BEHAVIOUR ................................................................................................................................... 9
CONSUMER PURCHASING DECISION MAKING ................................................................................................ 9
TYPES OF BUYING DECISIONS + INVOLVEMENT FACTORS + BUYER BEHAVIOUR TYPES ............... 10
PERCEPTION + CONDITIONING .......................................................................................................................... 11
MOTIVES & VALUES (MASLOW HIERARHCY OF NEEDS) ........................................................................... 12
ATTITUDES/BELIEFS + EXTERNAL BEHAVIOUR INFLUENCE.................................................................... 12
NEW PRODUCT DECISION PROCESS + ADOPTER TYPE (INDIDUAL DIFFERENCES) ............................ 14
B2B BUYING TYPES + B2B BUYING COMPLEXITY + B2B PURCHASING DECISION .............................. 15
CHAPTER 4 – MARKET S.T.G. ........................................................................................................................................... 16
SEGMENTATION .................................................................................................................................................... 16
SEGMENTATION B2B (MACRO + MICRO) ........................................................................................................ 18
TARGETING + STRATEGIES ................................................................................................................................ 19
POSITIONING (PERCEPTUAL MAP: MAM + MDS) .......................................................................................... 20
REPOSITIONING + STAGES .................................................................................................................................. 21
CHAPTER 5 MARKETING RESEARCH ........................................................................................................................... 21
DEFINITIONS .......................................................................................................................................................... 21
MARKETING RESEARCH PROCESS .................................................................................................................. 22
ETHICS + AREAS OF MARKETING RESEARCH ............................................................................................... 23
SECONDARY + PRIMARY (DATA COLLECTION) + QUAL/QUANT ............................................................. 24
SURVEYS + QUESTIONNAIRES (+ DESIGN) .................................................................................................... 25
OBSERVATIONAL TECHNIQUES + QUAL STUDIES + SAMPLING .............................................................. 26
i
,Link to TABLE OF CONTENTS
CHAPTER 8 PROMOTION ................................................................................................................................................. 27
DEFINITION + PROMOTIONAL MIX .................................................................................................................. 27
MARKETING COMMUNICATION PROCESS (SCHRAMM MODEL) .............................................................. 28
PARTICIPATION (ENGAGEMENT) MODEL ....................................................................................................... 29
INFLUENCING CUSTOMERS (HIERARCHY OF EFFECTS –AIDA, DAGMAR, POEM) ............................. 29
ADVERTISING, PR, PROMOTION ........................................................................................................................ 30
B2B STAGES OF SELLING .................................................................................................................................... 31
FACTORS AFFECTING MEDIA CHOICE (AIMRITE) ........................................................................................ 31
MARKET COMMUNICATION BUDGET.............................................................................................................. 32
CHAPTER 6 PRODUCT ........................................................................................................................................................ 32
TOTAL PRODUCT OFFERING (TPO) ................................................................................................................... 32
PRODUCT TYPES + BRANDING + NEW PRODUCT DEVELOPMENT (STAGES) ........................................ 33
PRODUCT LIFE CYCLE ......................................................................................................................................... 34
PRODUCT PROTFOLIO MANAGEMENT (BSG, GE-MCKINSEY MATRIX) ................................................. 34
CHAPTER 7 SERVICES ........................................................................................................................................................ 35
DEFINTIONS + IMPORTANCE OF SERVICE ...................................................................................................... 35
TPO + SERVICE CONVENIENCE .......................................................................................................................... 36
SERVICE CLASSIFICATION ................................................................................................................................. 36
MARKETING MIX FOR SERVICES (3+ P’S) ....................................................................................................... 36
SERVICE QUALITY (DIMENSIONS) + MARKETING CONCERNS ................................................................. 37
CHAPTER 9 PLACE .............................................................................................................................................................. 38
DEFINTIONS ............................................................................................................................................................ 39
RIGHT SPACE/CONSIDERATIONS ...................................................................................................................... 39
COGNITIVE MANAGEMENT ................................................................................................................................ 40
PLACE MANAGEMENT VIEWS ........................................................................................................................... 40
DESIGNING SUPPLY CHAIN + DISTRIBUTION TYPES ................................................................................... 40
OVERSEAS MARKET ENTRY ............................................................................................................................... 40
SOURCES OF POWER ............................................................................................................................................ 40
MARKETING FUNCTIONS IN SUPPLY CHAIN ................................................................................................. 41
CHAPTER 10 PRICE.............................................................................................................................................................. 40
DEFINTIONS ............................................................................................................................................................ 40
VIEWPOINTS ........................................................................................................................................................... 40
ii
,Link to TABLE OF CONTENTS
PRICING STRATEGIES + INTERNATIONAL ...................................................................................................... 42
PRICE WARS ............................................................................................................................................................ 43
PRICING ONLINE .................................................................................................................................................... 43
CHAPTER 11 BRAND BUILDING WITH MARKETING MANAGEMENT ................................................................ 44
DEFINTIONS ............................................................................................................................................................ 44
BRAND TYPES ........................................................................................................................................................ 44
BRAND ARCHITECTURES .................................................................................................................................... 44
BRAND STRATEGIES............................................................................................................................................. 44
MOVE PRODUCT IN EXISITING BRAND ........................................................................................................... 44
CHAPTER 12 MARKETING PLANNING .......................................................................................................................... 45
MARKETING PLAN PROCESS .............................................................................................................................. 45
7 KEY QUESTIONS OF MARKETING PLANNING............................................................................................. 45
STEP BY STEP MARKETING PLAN ..................................................................................................................... 46
BUSINESS MISSION ............................................................................................................................................... 46
ANSOFF MATRIX ................................................................................................................................................... 47
INTERNATIONAL MARKETING STRATEGY + SCREENING.......................................................................... 47
STANDARDIZATION V.S. ADAPTATION ........................................................................................................... 47
MARKETING OPERATIONS .................................................................................................................................. 48
CONTINGENCY PLANS (PIERCY FRAMEWORK) ........................................................................................... 48
SHORT FALLS + BARRIERS TO SMOOTH IMPLEMENTATION .................................................................... 49
MCKINSEY 7S FRAMEWORK ............................................................................................................................. 49
ARTICLES ............................................................................................................................................................................... 50
Article A - Anderson, S. J., Chandy, R., & Zia, B. (2018). Pathways to Profits: The Impact of Marketing vs. Finance Skills
on Business Performance
.................................................................................................................................................................................................................................................................................................................................................................. 50
Article B - Nie, X., Yang, Z., Zhang, Y., & Janakiraman, N. (2022). How does global-local identity affect consumer
preference for access-based consumption investigating the mediating role of consumption openness
.................................................................................................................................................................................................................................................................................................................................................................. 51
Article C - De Bellis, E., Hildebrand, C., Ito, K., Herrmann, A., & Schmitt, B. (2019).Personalizing the Customization
Experience: A Matching Theory of Mass Customization Interfaces and Cultural Information Processing.
.................................................................................................................................................................................................... 52
Article D - Minton, E. A., Spielmann, N., Kahle, L. R., & Kim, C. H. (2018). The subjective norms of sustainable
consumption: A cross-cultural exploration.
............................................................................................................................................................................................................................. 53
Article E - Baskentli, S., Hadi, R., & Lee, L. (2023). How culture shapes consumer responses to anthropomorphic
products. International Journal of Research in Marketing
............................................................................................................................................................................................................................. 54
Article F - Koo, M., Shavitt, S., Lalwani, A. K., & Chinchanachokchai, S. (2020). Engaging in a Culturally Mismatched
Thinking Style Increases the Preference for Familiar Consumer Options for Analytic but not Holistic Thinkers
............................................................................................................................................................................................................................. 55
iii
, Link to TABLE OF CONTENTS
WEEK 1:
Chapter 1 – Marketing today
Most common definitions of marketing (2)
Chartered Institute of Marketing:
- The management process which identifies, anticipates, and satisfies customer
requirements efficiently and profitably
Chartered Institute of Marketing (CIM): Marketing is about managing things in a way that
finds out what customers want, predicts it, and then meets those needs well while making a
profit.
American Marketing Association:
- Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large
American Marketing Association (AMA): Marketing is all the things and steps involved in
creating, telling about, giving, and trading products or services that people find valuable.
Views on marketing
- A function: Embraces all marketing activity within the organization. In a market
orientated organization, everybody will think of marketing
- A department: A defined part of the organization in which specialist marketers work;
report to marketing managers and directors who lead the department
- A discipline: Discipline means the ‘field of study’, in which the discipline of
marketing refers to the focus on understanding how businesses promote and sell
products or services
- A concept
- A philosophy: like a guiding belief or principle about how to approach and do
marketing. The underlying idea or mindset that shapes how businesses think about
and carry out their marketing activities.
- An orientation: An organization’s strategic orientation provides ‘the guiding
principles that influence a firm’s marketing and strategy making activities’ (Noble et
al, 2002)
Marketing is more than just selling, advertising, promotion, or marketing communication. It
also emphasizes on understanding the customers, as well as competitors, and devising
strategies to achieve a competitive advantage
2
