From the Textbook Marketing Management – Kotler – 15e

Chapter 1
what is marketing?, what is marketed?, who markets? key consumer markets, core marketing concepts, value and
satisfaction, competition, company orientation toward the marketplace (mkt mgt philosophy), holistic marketing
dimensions, updating the 4 Ps, marketing management tasks.

Chapter 2
the value delivery process, the value chain, core competencies, central role of strategic planning, corporate & division
strategic planning, table 2.2, establishing strategic business units, business unit strategic planning, the business mission,
SWOT analysis, goal formulation, strategic formulation, program formulation & implementation, feedback & control,
nature & contents of a marketing plan.

Chapter 5 (Deducted By Sir)

fig 5.1, fig 5.2, customer perceived value, defining value, defining high customer value, value proposition, total customer
satisfaction, monitoring satisfaction, product & service quality, measuring customer lifetime value, fig 5.4, building
loyalty, brand communities, cultivating customer relationships, customer relationship management.

Chapter 6
what influences consumer behavior, key psychological processes, the buying decision process, moderating effects on
consumer decision making, framing, mental accounting.

Chapter 7
what is organizational buying, business market vs consumer market, buying situations, participants in the business buying
process, the buying center, purchasing/procurement process, stages in the buying process, systems buying and systems
selling, institutional and government markets.

Chapter 8
fig 8.1, deciding whether to go abroad, deciding which markets to enter, marketing strategies for developing markets
(page 247), fig 8.2, deciding how to enter the market, deciding on the marketing program, gray markets, counterfeit
products (page 258, 259), country of origin effects, consumer perceptions of country of origin.

Chapter 9
bases for segmenting consumer markets, table 9.1, geographic, demographic, psychographic, behavioral segmentation,
how should business markets be segmented, market targeting, effective segmentation criteria.

Chapter 10
developing a brand positioning, understanding positioning & value propositions, choosing a competitive frame of
reference, POP, POD, fig 10.1a, fig 10.1b, emotional branding, brand mantras, designing a brand mantra.

Chapter 12
competitive strategies for market leaders, other competitive strategies, fig 12.3, market-follower strategies, market nicher
strategies, product life cycle marketing strategies, fig 12.5, style,fashion and fad life cycles, fig 12.7, marketing strategies:
introduction stage and pioneer advantage, marketing strategies: growth stage, marketing strategies: maturity stage,
marketing strategies: decline stage.

Chapter 13
product levels, fig 13.2, product classifications (all kinds), differentiation, product differentiation, service differentiation,
design definition, luxury products, the product hierarchy, product systems and mixes, product line analysis, product line
length, line stretching, line filling, co-branding & ingredient branding.

Chapter 14 (Can be deducted at own risk)

service definition, categories of service mix, fig 14.1, distinctive characteristics of services, customer empowerment,
customer coproduction, fig 14.3, service quality model-fig 14.5, (1-5,, gap between…..), determinants of service
quality(page 442), managing product-support services (overviewing idea only).