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This course teaches you key components of marketing strategy and tactics including: identification, analysis and selection of target markets; development of product/service lines; pricing; distribution systems; advertising and promotions; service marketing; and international marketing. Major forces impacting marketing strategy are discussed, such as consumer behavior, completion, and regulating forces. Also covered are marketing information systems, search-related marketing, interactive marketing and E-commerce, and multichannel marketing.
Course Publication Date: March 21, 2023
This course is available with NO ADDITIONAL FEE if you have an active self study membership or all access membership or can be purchased for $100.00!
| Author: | Delta CPE |
| Course No: | MKTG-MARKETING-4633 |
| Recommended CPE: | 10.00 |
| Delivery Method: | QAS Self Study |
| Level of Knowledge: | Overview |
| Prerequisites: | None |
| Advanced Preparation: | None |
| Recommended Field of Study: | Marketing
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Learning Objectives
- Recognize the definition of the marketing management concept.
- Identify the four P’s of the marketing mix.
- Define customer relationship management (CRM).
- Identify the nature of marketing research.
- Recognize different techniques for gathering data for marketing research.
- Recognize necessary components in the definition of a market.
- Identify some characteristics of market segmentation.
- Identify the advantages of a full-line competitor.
- Recognize procedures to evaluate cost-profit decisions.
- Identify characteristics of group behavior.
- Recognize theories used to determine the needs and wants of consumers.
- Identify some factors driving the increased power of consumers.
- Identify some of the protection services available to the consumer.
- Recognize different classifications of consumer goods.
- Recognize the characteristics of good planning and development to help avoid product failure.
- Recognize some characteristics of good branding.
- Identify different degrees of branding familiarity.
- Recognize uses and characteristics of labeling.
- Recognize the price determination power of consumers.
- Identify how the concept of price elasticity affects sales and pricing decisions.
- Recognize the use of discount and allowances.
- Identify traits of different pricing approaches.
- Recognize the concept of non-price competition.
- Identify the behavioral aspects of pricing decisions.
- Recognize components of the promotional mix.
- Recognize how promotional factors affect profitability.
- Identify advertising objectives.
- Explain when advertising is most effective.
- Recognize the effective use of personal selling.
- Identify components of an overall personal selling effort.
- Recognize methods for developing a plan for compensation.
- Recognize guidelines used to manage the sales force.
- Identify examples of sales compensation packages.
- Identify advantages of different retail organizations.
- Recognize characteristics of multi-line stores.
- Recognize different retailing trends.
- Identify different wholesaler classifications.
- Differentiate among some special-function intermediaries.
- Recognize classifications of industrial goods.
- Recognize the motivation of industrial buyers.
- Recognize some of the functional aspects of channel operations.
- Identify the retailers approach to channel leadership.
- Recognize attributes of the service marketing process.
- Define the unique characteristics of services – the four “i”s.
- Recognize components of an international marketing plan.
- Identify international financial sources.
- Recognize future trends in international marketing.
- Recognize marketing information system and its components.
- Identify the components of a targeted marketing program.
- Recognize the importance of forecasts to the marketing planning process.
- Identify how interactive marketing creates customer value, customer relationships, and customer experiences.
- Identify elements of online commerce that create consumer value.
- Recognize attributes of multichannel marketing and how it is used to more effectively reach consumers.
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