D (77) STANDARD NOTES MARKETING FUNDAMENTALS

Description

These notes were the best way to revise for me, all right in front of me, information from the textbook the exam is based on. I have done ALL the textbook readings, so you don't have to. Chapters Included: 1. DEFINING MARKETING AND THE MARKETING PROCESS 2. COMPANY AND MARKETING STRATEGY: PARTNERING TO BUILD CUSTOMER ENGAGEMENT, VALUE AND RELATIONSHIPS 3. THE MARKETPLACE AND CUSTOMERS: ANALYSING THE ENVIRONMENT 4. MARKETING ANALYTICS: GAINING CUSTOMER INSIGHTS 5. BUYER BEHAVIOUR: UNDERSTANDING CONSUMER AND BUSINESS BUYERS 6. SEGMENTATION, TARGETING, DIFFERENTIATION AND POSITIONING 7. PRODUCTS, SERVICES AND BRANDS: OFFERING CUSTOMER VALUE 7. PRICING: CAPTURING CUSTOMER VALUE 8. NEW PRODUCTS: DEVELOPING AND MANAGING INNOVATION 10. PLACEMENT: CUSTOMER VALUE FULFILMENT 11. COMMUNICATING CUSTOMER VALUE: ADVERTISING AND PUBLIC RELATIONS 12. PERSONAL SELLING AND SALES PROMOTION: CREATING VALUE IN RELATIONSHIPS 13. DIRECT AND DIGITAL MARKETING: INTERACTIVITY AND FULFILMENT 14. SUSTAINABLE MARKETING: SOCIAL RESPONSIBILITY, ETHICS AND LEGAL COMPLIANCE