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TOPIC 2 - MARKETING

Role
Influences
Process
Strategies

​For fun and interesting video clips related to Marketing see:
the checkout (ABC TV)

Role of marketing

• strategic role of marketing goods and services 
• interdependence with other key business functions 
• production, selling, marketing approaches 
• types of markets – resource, industrial, intermediate, consumer, mass, niche

Influences on marketing

• factors 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

Marketing process

• situational analysis – SWOT, product life cycle 
• market research 
• establishing market objectives 
• identifying target markets 
• developing marketing strategies 
• implementation, monitoring and controlling – developing a financial forecast; comparing actual and planned results, revising the marketing strategy

Marketing strategies

• market 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 promotions, publicity and public relations 
– the communication process – opinion leaders, word of mouth 
• 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
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  • Home
  • About
    • About
    • Education Blog
    • Writing Blog
  • Case Studies
  • Courses
  • HSIE Resources
    • HSC Business Studies >
      • Operations >
        • Role of operations management
        • Influences
        • Processes (overview) >
          • Inputs
          • Transformation processes
          • Outputs
        • Strategies
      • Marketing >
        • Role of marketing
        • Influences
        • Process
        • Strategies
      • Finance >
        • Role of Financial Management
        • Influences
        • Processes
        • Strategies
      • Human Resources >
        • Role of human resource management
        • Influences
        • Processes
        • Strategies
        • Effectiveness
    • Preliminary Business Studies >
      • Nature of Business >
        • Role of business
        • Types of businesses
        • Influences
        • Business growth and decline
      • Business Management >
        • Nature of management
        • Management approaches
        • Management process
        • Management and change
      • Business Planning >
        • SMEs
        • Influences
        • Business Planning Process
        • Critical Issues
    • Economics >
      • Introduction to Economics >
        • The nature of economics
        • The operation of an economy
      • Consumers and Businesses >
        • Businesses
      • Markets >
        • Demand
        • Supply
        • Market equilibrium
        • Market structures
      • Labour Market >
        • Demand and supply of labour
        • Labour market trends
      • Economic Issues >
        • Economic growth
        • Unemployment
        • Inflation
        • External Stability
        • Distribution of Income and Wealth
        • Environmental Sustainability
    • Society and Culture >
      • Course Framework
      • Research Methods
      • P1: Social and Cultural World
      • P2 Personal and Social Identity
      • P3: Intercultural Communication
      • PIP
      • H1: Social and Cultural Continuity and Change
      • H2: Popular Culture - Social Media
      • H3: Equality and Difference
    • Geography (old syllabus) >
      • Coastal Management
      • Urban Growth and Decline
      • Human Rights
  • Contact