UOW > MARK101 > Review Worksheet 1

C Theory, Concept & Topic Definition, Components & Real-world Example & APA Reference
H Description Application
1 What is “marketing”?
Core Marketing Concept  Customer needs, wants &
demands
 Market offerings
 Customer value & satisfaction
 Exchanges, transactions &
relationships
 Markets
Differences between Needs, Wants &
Demands
What are market offerings?
What are exchanges, transactions &
relationships
Customer-driven marketing strategy
7Ps / Marketing mix
Customer relationships
Customer lifetime value
Capturing customer value
What is Value Proposition?
Perceived value & customer satisfaction
Changing marketing landscape
2 Strategic planning process
Characteristics of a strong mission
statement
Business portfolio: BCG growth-share
matrix
UOW > MARK101 > Review Worksheet 2
C Theory, Concept & Topic Definition, Components & Real-world Example & APA Reference
H Description Application
Business portfolio: Ansoff product/market
matrix
Marketing strategy & marketing mix
Segmentation-Targeting-Positioning
What is Positioning?
Elements of a marketing plan
Types of marketing department
organisation
Marketing control
Managing the marketing effort – analysis,
planning, implementation & organisation,
control
Return on marketing investment
Measures of marketing performance
3 Micro-environment
 Company
 Suppliers
 Marketing intermediaries
 Competitors
 Publics
 Customers
Macro-environment
 Demographic
 Economic
 Natural
 Technological
 Political and social
 Cultural
UOW > MARK101 > Review Worksheet 3
C Theory, Concept & Topic Definition, Components & Real-world Example & APA Reference
H Description Application
Responding to the marketing environment

4 Marketing information & customer insights

Marketing information system
Developing marketing information – ways to
obtain information
Marketing research process
Types of research
Developing a research plan
Types of data – secondary & primary
Analysing & using marketing information
Marketing information considerations
5 Consumer markets & consumer behaviour
Model of buyer behaviour
Factors influencing consumer behaviour
 Cultural
 Social
 Demographics & lifestyles
 Personal
 Psychological
 Perception & beliefs
 Attitudes
Maslow’s hierarchy of needs
Tricomponent attitude model
UOW > MARK101 > Review Worksheet 4
C Theory, Concept & Topic Definition, Components & Real-world Example & APA Reference
H Description Application
Buyer decision process
Decision roles
Buyer decision process for new products
Factors affecting the rate of adoption
Business markets & business buyer
behaviour
Model of business buyer behaviour
Main types of buying situations
Major influences on business buyer
behaviour
 Environmental
 Organisational
 Interpersonal
 Individual
Stages of the business buying process
6 Customer-driven marketing strategy
Market segmentation (Consumer)
 Geographic
 Demographic
 Psychographic
 Behavioural
Market targeting, positioning & the
marketing mix
Segmenting business markets
Segmenting international markets
Requirements for effective segmentation
Market targeting
UOW > MARK101 > Review Worksheet 5
C Theory, Concept & Topic Definition, Components & Real-world Example & APA Reference
H Description Application
Market targeting strategies
 Undifferentiated (mass)
 Differentiated (segmented)
 Concentrated (niche)
 Micro (local or individual)
Socially responsible target marketing
Differentiation & positioning
Choosing a differentiation & positioning
strategy
Positioning mapping
Identifying possible value differences &
competitive advantages
Selecting an overall positioning strategy
Positioning statement
7 What is a product / service?
3 levels of product/service/experience
 Core
 Actual
 Augmented
Product classification
Types of consumer products
Types of industrial products
Other types of products
Product & service decisions
Individual product & service decisions
 Product attributes
 Branding
UOW > MARK101 > Review Worksheet 6
C Theory, Concept & Topic Definition, Components & Real-world Example & APA Reference
H Description Application
 Packaging
 Labelling & logos
 Product support services
Product line decisions
Product mix decisions
Characteristics of services
 Intangibility
 Inseparability
 Variability
 Perishability
Strategies for managing services
Service-profit chain
3 types of service marketing
Services marketing
Building strong brands
Major brand strategy decisions
 Brand positioning
 Brand name selection
 Brand sponsorship
 Brand development
8 New products & managing innovation
What are new products?
New product development strategy
New product development process
Approaches to new product management
Product life cycle stages
UOW > MARK101 > Review Worksheet 7
C Theory, Concept & Topic Definition, Components & Real-world Example & APA Reference
H Description Application
Product life cycle: styles, fashion & fad
Other considerations in product
development