Evolution of securities industrying
Marketing concept
Creating a marketing plan
What, where, to whom, when, how, and why
grind away analysis
TCO B
Market research
Problem recognition
Research methods
Primary vs. secondary
Qualitative vs. quantitative
touchstone marketing success
Consumer buying behavior
Organizational buying behavior
TCO C
Market-oriented strategical planning
Corporate strategy
Mission statement
Environmental forces and influences
Total customer satisfaction
guest relationship management
Customer loyalty and allegiance
Branding
Brand extensions
TCO D
Pricing strategies
How consumers measure out price
Business approach to pricing
Pricing process
Competitor pricing
Price discounting, change magnitude/decreasing prices
TCO E
Purpose of channels of distribution
Intermediaries
Channel members
militant advantage
Designing a channel structure
Channel conflict
In select vs.
direct channels
Logistics
Supply chain management
Entering global markets
Product, communication, and dual adaptation
horticulture and language
TCO F
Characteristics of gross sales professionals
Designing a sales force
Different types of sales organizations
Sales force management
Sales compensation
Ethics of professional selling
TCO G
unified Marketing Communication
IMC stakeholders
Promotional budget issues
Developing an advertising program
ordinary relations vs. advertising
Different types of media
Advertising goals vs. marketing goals
Sales promotional tools
TCO H
Levels of market segmentation
Key requirements of market segments
Process driving segmentation
Types of market segments
Market segmentation variables
Evaluating and selecting target markets
Differentiation strategies
Brand equity
why products fail
Innovation
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