Chapter- 01

Defining Marketing for the New Realities

Eight demand states. Page- 29

Target Markets, positioning, and segmentation. Page- 31 (STPD)

Paid, owned and earned media. Page- 32

Company Orientation toward the Marketplace: Page: 42- 45, 47

The production concept

The product concept

The selling concept

The marketing concept

The holistic marketing concept

Fig- 1.4 (holistic marketing dimensions)

Relationship marketing

Integrated marketing

Internal marketing

Performance marketing

Updating the Four Ps. Page- 47

Additional: extended 7P, 4C, 4A

Chapter- 02

Developing Marketing Strategies and Plans

Establishing strategic business units. Page- 64

 Assigning resources to each SBU (BCG growth- share matrix: Principles of Marketing
book; Pg- 67). Page- 64

Assessing growth opportunities. Page- 64

Intensive growth (product/ market expansion grid: Principles of Marketing book;

pg- 69). Page- 65

Integrative growth. (backward, forward, horizontal integration) Page- 66

Diversification growth. (concentric, horizontal, conglomerate strategy) Page- 68

Business unit strategic planning. Page: 70

SWOT analysis. Page- 71

External environment analysis. (only definition of Opportunities & Threat) Page-

71

Internal environment analysis. (only definition of Strengths & Weaknesses) Page-

72

Strategic formulation. Page- 74

Porter’s generic strategies: Page- 74

Overall cost leadership

Differentiation

Focus

Strategic alliances. Page- 74

Product or service alliances

Promotional alliances

Logistics alliances
 Pricing collaborations

Chapter- 05

Creating Long-Term Loyalty Relationships

Delivering high customer value (definition of loyalty and value proposition).

Page- 153

Total customer satisfaction (definition of satisfaction+ dissatisfied, satisfied,

delighted customers). Page- 153

Product and service quality (definition of quality, conformance, performance

quality). Page- 156

Four (4) types of loyal customers

Chapter- 10

Crafting the Brand Positioning

Understanding Positioning and Value Propositions. (definition of positioning and value
proposition). Page- 297

Table 10.1 Examples of Value Propositions. Page- 298

Choosing a Competitive Frame of Reference. (definition of Competitive Frame of Reference)

Page- 298
Identifying Potential Points-of-Difference and Points-of-Parity. Page- 300
Points-of-Difference. Page- 300
POD criteria (desirable, deliverable, differentiating). Page- 301
Points-of-Parity. Page- 302
POP forms (category, correlational, competitive). Page- 302
Points-of-Parity Versus Points-of-Difference. Page- 302
Straddle positioning. Page- 303
Brand Mantras. Page- 307
 Designing a Brand Mantra (three key criteria- communicate, simplify,
inspire). Page 308

Chapter- 11

Creating Brand Equity

Defining Brand Equity. (definition of brand equity, customer- based brand equity) Page- 324
Definition of brand knowledge. Page- 325
Brand promise. Page- 325
Choosing Brand Elements. (definition of brand elements) Page- 331
Brand Element Choice Criteria. Page- 331
Memorable
Meaningful
Likable
Transferable
Adaptable
Protectable
Brand Reinforcement. Page- 340
Brand Revitalization. Page- 341
Four different ways to develop brands/ brand development strategies matrix (study material will
be provided):
Line extension
Brand extension
Multibrands
New brands
Devising a Branding Strategy. Page- 343
Parent brand
Master/ family brand
Brand line
Brand mix
Licensed product
House of Brands Versus a Branded House. Page- 344
 Chapter- 12

Addressing Competition and Driving Growth

Defensive marketing. Page- 362

Position defense

Flank defense

Preemptive defense

Counteroffensive defense

Mobile defense

Contraction defense

Choosing a general attack strategy. Page- 365

Frontal attack

Flank attack

Encirclement attack

Bypass attack

Guerrilla attack

Market follower strategies. Page- 366

Cloner

Imitator

Adapter

Market nicher strategies. Page- 368

Product life cycle marketing strategies. Page- 370

PLC assert four things.

5 stages of PLC (including product development).

Style, fashion, and fad life cycles. Page- 371

Chapter- 13:
 Setting Product Strategy

Five product levels: Page- 390

Core benefit

Basic product

Expected product

Augmented product

Potential product

Product classifications. Page- 391

Durability and tangibility

Nondurable goods

Durable goods

Services

Consumer goods classification

Convenience

Shopping

Specialty

Unsought

Product mix pricing. Page- 408

Product line pricing

Optional feature pricing

Captive product pricing

 Two-part pricing

By-product pricing

Product bundling pricing

Warranties and guarantees. Page- 415

Chapter- 14

Designing and Managing Services

Continuum of Evaluation for Different Types of Products (fig- 14.1). Page- 423
Distinctive Characteristics of Services. Page- 424
Intangibility. Page- 424
Inseparability. Page- 425
Variability. Page- 425
Perishability. Page- 426
On demand side:
Differential pricing
Nonpeak demand
Complementary services
Reservation services
On supply side:
Part-time employees
Peak-time efficiency routines
Increased consumer participation
Shared services
Facilities for future expansion
Five gaps (service quality model)- fig- 14.5. Page- 441
Gap between consumer expectation and management perception
Gap between management perception and service-quality specification
Gap between service-quality specifications and service delivery
Gap between service delivery and external communications
Gap between perceived and expected service
 Five determinants of service quality/ SERVQUAL scale (table- 14.4). Page- 442
Reliability
Responsiveness
Assurance
Empathy
Tangibles

Chapter- 16

Developing Pricing Strategies and programs

Consumer psychology and pricing. Page- 487

Reference prices

Price- quality inferences. Page- 488

Price endings

Setting the pricing objective. Page- 489

Survival. Page- 491

Maximum current profit

Maximum market share:

Market-penetration pricing: 3 conditions:

1. The market is highly price sensitive and a low price stimulates

market growth;
2. Production and distribution costs fall with accumulated production
experience; and
3. A low price discourages actual and potential competition.
 Maximum market skimming:

Market- skimming pricing: 4 conditions:

1. A sufficient number of buyers have a high current demand;

2. The unit costs of producing a small volume are high enough to
cancel the advantage of charging what the traffic will bear;
3. The high initial price does not attract more competitors to the
market; and
4. The high price communicates the image of a superior product.

Product-quality leadership

Price elasticity: A measure of the sensitivity of demand to changes in price. Also, can be
explained as, the responsiveness, or elasticity, of the quantity demanded of a good or service
to a change in its price when nothing but the price changes.

Figure- 16.1 (inelastic and elastic demand). Page- 492

 Inelastic demand: Inelastic demand is when the buyer's demand does not change
as much as the price changes.
 Elastic demand: Elastic demand is when consumers really respond to price
changes for a good or service.

Selecting a pricing method. Page- 497

Price-setting methods:

Perceived value pricing. Page- 499

Value pricing. Page- 501

EDLP

Going rate price. Page- 502

Geographical pricing. Page- 505

 Barter

Compensation deal

Buyback arrangement

Offset

Differentiated pricing. Page- 506

Customer- segment pricing

Product-form pricing

Image pricing

Channel pricing

Location pricing

Time pricing

Chapter 19

Designing and Managing Integrated Marketing Communications

Marketing communications mix. Page- 581

Advertising

Sales promotion

Events and experiences

Public relations and publicity

Online and social media marketing

Mobile marketing

Direct and database marketing

Personal selling

Macromodel of the communications process (note will be provided)

Elements in the Communications Process (fig- 19.1). Page- 585

Sender

Encoding

Message

Media

Decoding

Receiver

Response

Feedback

Noise

Micromodel of consumer responses. Page- 585

All these models assume the buyer passes through three (3)
sequences:

1st sequence: cognitive (learn) > affective (feel) >

behavioral (do) stages. High involvement, high
differentiation among products. Automobile/ house.
2nd sequence: Behavioral (do) > affective (feel) >
cognitive (learn) stages. High involvement but perceives
little or no differentiation within the product category.
Airline tickets or personal computers.
3rd sequence: Cognitive (learn) > behavioral (do) >
affective (feel). Relevant when the audience has low
involvement and perceives little differentiation. Salt or
batteries.

AIDA Model:

The AIDA Model, which stands

for Attention, Interest, Desire, and Action model, is an
advertising effect model that identifies the stages that
 an individual goes during the process of purchasing
a product or service.
• Attention: The first step in marketing or advertising is to consider
how to attract the attention of consumers.

• Interest: Once the consumer is aware that the product or service

exists, the business must work on increasing the potential
customer’s interest level. For example, Disney boosts interest in
upcoming tours by announcing stars who will be performing on
the tours.

• Desire: After the consumer is interested in the product or service,

then the goal is to make consumers desire it, moving their
mindset from “I like it” to “I want it.” For example, if the Disney
stars for the upcoming tour communicate to the target audience
about how great the show is going to be, the audience is more
likely to want to go.

• Action: The ultimate goal is to drive the receiver of the

marketing campaign to initiate action and purchase the product or
service.

Hierarchy-of-effects model. Page- 586

• Awareness

• Knowledge

• Liking

• Preference

• Conviction

• Purchase

Establish the Marketing Communications Budget. Page- 594

• Affordable method
• Percentage-of-sales method

• Competitive-parity method

• Objective-and-task method