Summary Block 1.2 Online Branding

Summary year 1 block 2
Principles of marketing




SUMMARY 1

, Index
Summary year 1 block 2 1
Index 2
Learning outcomes MOC 5
Chapter 1: Marketing 7
Needs, wants, demand, market offering and marketing myopia
8
Marketing process: 5 steps 9
Chapter 2: Company and marketing strategy 10
Mission and Vision 10
Product-versus Market-oriented Business definitions: 11
The product/market expansion grid: 11
Marketing mix (4p’s) 12
Chapter 3: Analyzing the market environment 13
Micro-environment: 13
Macro-environment: 13
Chapter 5: Consumer Markets And Buying Behavior
14
Consumer behavior: 14
Buying behavior: 14
The buyer decision process: 15
Chapter 7: Customer value/ Driven marketing
strategy 16
Marketing strategy: 16

SUMMARY 2

,Segmenting consumer markets: 16
Target market segments: 17
Chapter 18: Creating Competitive Advantage 18
Competitor analysis: 18
Chapter 8: Products, Services and Brands 19
The 3 levels of products and services: 19
Product classifications: 20
Characteristics of services: 20
Product and service decisions: 21
Brand development strategies: 21
Chapter 9: Product Life-Cycle 22
Product Life-cycle(PLC) stages: 22
Product Life-cycle (PLC) characteristics/ marketing objectives
and strategies: 22
Chapter 12: Marketing Channels 23
Value delivery network: 23
Nature of marketing channels: 23
Vertical marketing systems: 25
Horizontal marketing systems: 26
Chapter 14: Engaging Customers and
Communicating Customer Value 27
Integrated marketing communication: 27
Promotion/marketing communication mix: 27
Steps in developing effective marketing communication: 29



SUMMARY 3

, Chapter 17: Direct, Online, Social Media and Mobile
Marketing 32
Direct and digital marketing: 32
Online marketing 32
Content strategy 33
Content strategy steps: 33




SUMMARY 4