This summary can be used to study and prepare for the second exam in the first study year for International Communication students at the Hanze University of applied sciences. The summary is written by following the learning outcomes of the study year . I hope you find it useful, and good luck with...
Marketing summary Principles of Marketing 18th edition
Marketing Management summary of the entire course
Summary: Principles of Marketing 18e Global Edition - Marketing (MAN-BCU2008)
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Hanzehogeschool Groningen (Hanze)
International Communication
IC 1.2 Online Branding 2019-2020
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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
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