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A. Basic Marketing Functions

1. Marketing Concepts and Benefits: Marketing involves identifying and meeting the needs of customers through products and services. Benefits include increased sales, customer loyalty, and business growth.

2. Functions in Marketing Goods and Services: The main functions include product development, pricing, promotion, and distribution. This helps to satisfy consumer needs.

3. Elements of the Marketing Mix: The 4 P's: Product (what is offered), Price (cost to the consumer), Place (distribution channels), and Promotion (advertising and other communications).

4. Process for New Product and Service Development: Idea generation, screening ideas, business analysis, product development, testing, and commercialization.

5. Rationale for Extending Product Line: To increase market share, appeal to different customer segments, or take advantage of consumer demand for variety.

6. Functions of Packaging: Protects the product, provides information, enhances brand image, and facilitates storage and transportation.

7. Importance of Branding, Packaging, and Labeling: Branding creates identity and loyalty, packaging protects and promotes the product, and labeling provides essential product details and regulatory information.

8. Factors Used by Marketers to Position Products: Features, benefits, price, quality, competition, and brand loyalty are critical in defining a product’s position in the market.

9. Factors That Influence a Product’s Price: Cost, quality, competition, and customer demand influence pricing strategies.

10. Basic Advertising Terms: Includes terms like target audience, media, copy, tagline, and slogan.

B. Personal Selling and Sales Promotion

1. Steps in the Sales Process: Generate leads, approach customers, determine needs, present the product, overcome objections, close the sale, follow up.

2. Why Sales Promotion is Needed: Influences consumer decisions, encourages trials of new products, strengthens brand loyalty, and boosts consumer behavior.

C. Traditional Advertising Media

1. Types of Advertising Media: Television, radio, print (newspapers, magazines), direct mail, flyers, brochures, outdoor advertising (billboards).

2. Advertising Media Selection Criteria: Reach (audience size), frequency (how often the ad is shown), lead time (time needed for placement), and cost (effectiveness relative to cost).

D. Alternative Forms of Advertising Media

1. Alternative Advertising Media: Transit (ads on buses), aerial (skywriting), cinema (ads in movies), product placement, directories.

2. Advertising Media Trends: Video advertising (YouTube ads, etc.) and mobile advertising (ads on mobile apps, social media).

E. Branding and Positioning

1. Why Branding is Important: It differentiates a business from its competitors, builds customer loyalty, and creates recognition.

2. Product Positioning Strategies: Positioning by price, quality, or user. Involves creating a distinctive image in the consumer's mind.

F. Advertising and the Economy

1. Economic Factors Impacting Advertising: Consumer spending, economic downturns, and changes in disposable income can affect advertising strategies.

2. How Advertising Stimulates the Economy: By creating demand for products, advertising leads to increased consumption, boosts production, and creates jobs.

G. Promotion

1. Promotional Mix and Its Importance: Includes advertising, sales promotion, personal selling, public relations, and direct marketing. It’s important to use the right combination to achieve marketing goals.

2. Steps in Developing a Promotional Plan: Establish objectives, define the target audience, select the appropriate promotional mix, and measure success.

H. Advertising and Public Relations

1. Advantages and Disadvantages of Advertising: Advertising can create awareness and drive sales but can be costly and sometimes ineffective.

2. Need for Public Relations: PR helps maintain a positive public image and manage communication between a company and its stakeholders.

I. The Advertising Plan

1. Steps in Creating an Advertising Plan: Perform a SWOT analysis, set objectives, determine the budget, develop creative strategy, execute the plan, and evaluate results.

2. Types of Analyses in an Advertising Plan: SWOT (Strengths, Weaknesses, Opportunities, Threats), competitor analysis, and market research.

J. Creation of the Advertisement

1. Advertising Creative Formats: Print ads, TV commercials, online banners, radio jingles, social media ads.

2. Copywriting, Art, and Production Stages: Writing the ad copy, designing visuals, and producing the ad in the final format.

3. Methods to Evaluate Advertising Effectiveness: Measuring brand awareness, sales figures, customer feedback, and engagement metrics.

4. Simple Approaches for Determining Effectiveness: Surveys, focus groups, sales analysis, and response rates.

K. Consumer-Oriented Advertising

1. Consumer-Oriented Advertising: Targets consumers directly by addressing their needs, wants, and emotions. It can include promotions, discounts, and loyalty programs.

2. Sponsorships: Sponsorships help connect a brand with specific audiences, enhance brand visibility, and associate the brand with positive attributes.

L. Financial Planning for Advertising

1. Strategies for Setting Advertising Budgets: Percentage of sales, competition matching, market share objectives, and the objective and task method.

2. Financial Reports for Planning: Income statements, balance sheets, and cash flow reports.

3. Factors Affecting the Advertising Budget: Market conditions, company resources, and the scope of the advertising campaign.

4. Advertising Spending and Brand Awareness: Assessing whether increased spending leads to higher brand recognition.

5. Cost of Different Forms of Advertising: Costs vary by media—TV ads are expensive, while online ads can be more affordable.

6. Purpose of an Advertising Budget: To allocate funds effectively and ensure the ad campaign stays within financial constraints.

7. Rate of Return on Advertising Investment: ROI compares the cost of the ad campaign to the sales or profits generated.

M. Consumer Behavior

1. Importance of Understanding Customer Needs: Helps create relevant marketing strategies that lead to higher customer satisfaction and loyalty.

2. Five-Step Consumer Decision-Making Process: Need recognition, information search, evaluation of alternatives, purchase decision, post-purchase behavior.

N. Consumer Purchase Classifications

1. Types of Consumer Purchases: Impulse, routine, and complex purchases, with varying levels of involvement.

2. Types of Consumer Products: Convenience, shopping, specialty, and unsought goods.

O. Influences on Consumer Behavior

1. Consumer Buying Motives: Emotional, rational, and social motives drive purchasing decisions.

2. Individual, Social, and Marketing Influences: Personal preferences, societal trends, and advertising efforts all influence buying behavior.

P. The Target Market

1. Target Market Definition: A specific group of potential customers. Advertising strategies should focus on this group.

2. Selecting Target Markets: Involves analyzing demographics, needs, and behaviors to select the most profitable segments.

Q. Market Segmentation

1. Market Segmentation vs. Mass Marketing: Segmentation divides the market into distinct groups, while mass marketing treats the entire market as one.

2. Market Segmentation Categories: Demographics, psychographics, geographic, and behavioral segmentation.

3. Demographics: Characteristics such as age, gender, income, education, etc., that influence buying behavior.

4. Demographics and Advertising: Different demographics respond to different advertising messages and media.

5. Buying Habits vs. Buying Preferences: Habits are repeated behaviors, while preferences are the types of products consumers like.

Product Development

1. Stages of New Product Development: Idea generation, product screening, concept testing, prototype development, commercialization.

2. Levels of Products and Components: Core product, actual product, and augmented product (extra features/services).

S. Product Life Cycle

1. Stages of the Product Life Cycle: Introduction, growth, maturity, and decline stages.

2. Real-World Applications: Businesses tailor marketing strategies based on where a product is in its life cycle.

T. Price Planning

1. Pricing Objectives: Profit maximization, market share growth, survival, and product quality.

2. Pricing Strategies: Price skimming (high price initially), penetration pricing (low price to gain market share), competition pricing, and supply and demand.

U. Channels of Distribution/Supply Chain Management

1. Channel Functions and Members: Producers, wholesalers, retailers, and consumers form the distribution chain.

2. Distribution Channel Options: Direct (manufacturer to consumer), indirect (via intermediaries), multiple (using various channels), nontraditional (e-commerce, etc.).

3. Supply Chain Management: Involves managing the flow of goods from production to final consumption, including warehousing and logistics.

4. Factors Influencing Supply Chain Decisions: International markets, outsourcing, eco-friendly practices, etc.

5. Logistics: The process of managing the movement of goods from the manufacturer to the consumer.

6. Importance of Product Storage, Handling, and Packaging: Ensures the product reaches the consumer in good condition.

V. Types of Promotion

1. Types of Promotion: Endorsements, word-of-mouth, and direct marketing.

2. Purpose of Visual Merchandising: Creating an attractive store layout to promote product sales.

W. Marketing Research of Advertising

1. Marketing Research Process: Identify the problem, develop a research plan, collect and analyze data, and present findings.

2. Benefits and Limitations: Research helps to understand consumer behavior but can be costly and time-consuming.

3. Primary and Secondary Market Research: Primary involves collecting new data, while secondary involves using existing data.

X. Developing an Effective Sales Promotion Strategy

1. Consumer Sales Promotions: Coupons, rebates, loyalty programs, and contests.

2. Trade Sales Promotions: Push money (incentives to salespeople), deal loaders, and trade allowances.

Y. Consumer-Oriented Advertising and Sales Promotion

1. Communication Process: Sender, encoding, channel, receiver, decoding, noise, and feedback.

2. Purpose of Advertising and Promotions: To inform, persuade, and remind customers.

3. Consumer-Oriented Sales Promotions: Designed to directly influence consumer buying behavior.

4. Direct Marketing: Involves communicating directly with consumers through mail, email, or digital ads.

Z. Types of Communication

1. Importance of Interpersonal Communication: Building relationships with consumers and stakeholders is essential in advertising.

2. Other Types of Communication: Mass communication, digital communication, and public relations.

AA. Effective Advertising and Promotional Messages

1. The Four C's: Comprehension, connection, credibility, and contagiousness are key to effective communication.

2. Creating Effective Advertising Messages: Clear, engaging, and aligned with the brand's values.

BB. Legal and Ethical Issues in Advertising

1. Government Regulation of Advertising: The Federal Trade Commission (FTC) ensures truth in advertising.

2. Purpose of Other Government Agencies: The FDA, FCC, and other agencies regulate specific types of advertising (food, drugs, etc.).

CC. Ethics in Advertising

1. Ethical Aspects: Truthfulness, transparency, and fairness in advertising practices.

2. FTC Assurance of Truth in Advertising: The FTC ensures that advertisements are not misleading or deceptive.

DD. Advertising in a Multicultural Market

1. Impact of Global Marketing: Cultural differences, language barriers, and market preferences affect global advertising.

2. Challenges Facing Global Marketers: Regulatory issues, cultural sensitivities, and language differences.

EE. Diversity and Advertising

1. Impact of Diversity on Advertising: Marketers must appeal to diverse consumer groups with tailored messages.

2. Characteristics of Growing Ethnic Markets: Demographic shifts lead to increasing purchasing power among ethnic minorities.

3. Advertising Needs for Different Regions: Cultural adaptation is critical in global advertising.

4. Impact of Multiculturalism and Multi-Generation: Businesses must understand and target various cultural and generational needs.

FF. History of Advertising

1. Changes in Advertising: Advertising has evolved from traditional print ads to digital and interactive formats.

2. Inventions Impacting Advertising: The printing press, radio, television, and the internet revolutionized advertising.

GG. Influences on Advertising

1. Environmental Influences: Economic, political, and social factors can influence advertising strategies.

2. Consumer Influences: Changes in consumer preferences, trends, and values can drive advertising decisions.

HH. The Advertising Industry and Careers

1. How the Advertising Industry Works: It includes agencies, media outlets, marketers, and consumers, working together to create and distribute ads.

2. Careers in Advertising: Positions range from creative roles (copywriters, designers) to strategic roles (media planners, account executives).

3. Characteristics for Success: Creativity, strong communication skills, and adaptability are key to success in advertising.

4. Skill Set for Advertising Careers: Analytical skills, knowledge of marketing trends, creativity, and proficiency with digital tools.

II. The Internet and Advertising

1. Types of Internet Advertising: E-mail, banner ads, search engine marketing, social media ads, etc.

2. Factors for Internet Advertising: Metrics like hits, page views, and unique visitors help assess the effectiveness of online ads.

JJ. Self-Regulation

1. Self-Regulation Concept: Industry groups like the Advertising Self-Regulation Council (ASRC) set standards to ensure ethical practices.

2. Consumer Regulation: Consumers can use platforms like social media and online reviews to voice concerns and regulate business practices.

KK. Cross-Cultural Communication

1. Differences in Verbal and Nonverbal Communication: Different cultures interpret language and body language in various ways.

2. Translation in Global Marketing: Accurate translations and cultural adaptation are crucial for successful international marketing.