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INTRODUCTION 6 MARKETING BASICS 1 The marketing mix 1 8 A The Ps B Marketing a new product 2 The marketing mix 2 10 A The four Cs, As and Os B AIDA 3 SWOT analysis 12 A SWOT analysis B SWOT and marketing strategy 4 Marketing strategy and the marketing plan 14 A Marketing strategy vs. marketing plan B Developing the marketing plan 5 Marketing ethics 16 A Social marketing B Corporate social responsibility (CSR) 6 The market environment 18 A The micro environment B The macro environment: STEP analysis 7 Legal aspects of marketing 20 A Legal definitions B Legal problems C The Consumer Protection Act RESEARCH 8 Research 1 22 A Types of research B Research methodology 9 Research 2 24 A Describing survey results B Understanding trends and changes PRODUCT 10 New product 26 development 1 A Idea generation B Idea screening C Concept development and testing D Marketing strategy and business analysis 11 New product 28 development 2 A Workflow B Product development and optimization C Test marketing D Commercialization 12 Brainstorming 30 A The brainstorming session B Brainstorming techniques C Suggesting and building on ideas 13 Product and service types 32 A Product types B Word combinations with ‘goods’ and ‘products’ C Types of service 14 Product life cycles 34 A The Boston Consulting Group Matrix B Inside the Boston Box 15 Selling products and services 36 A The seller B The purchaser C Selling a service POSITIONING AND BRANDING 16 Branding 1 38 A What is a brand? B Branding C Word combinations with ‘brand’ 17 Branding 2 40 A Brand platform B Brand management C Brand strategy D More word combinations with ‘brand’ 18 Brand values 42 A Common brand values B Describing brand values PEOPLE – CUSTOMERS AND STAFF 19 Market segmentation 44 A What is market segmentation? B How does market segmentation work? C Common market segments 20 Customer needs and behavior 46 A Maslow’s Hierarchy of Needs B Consumer Life Cycle (CLC) C Purchasing behaviour 21 Loyalty programmes 48 A Customer loyalty B Loyalty programmes C Talking about loyalty programmes 22 Motivation marketing 50 A What is motivation marketing? B Staff incentive schemes C Incentives: travel and events 23 Customer Relationship Management 52 A One-to-one marketing B CRM technology C Privacy PRICE 24 The marketing budget 54 A The marketing budget B Budgeting approaches C Return on investment (ROI) 25 Price 56 A Pricing strategies B Pricing considerations C The price test PLACE 26 Logistics and the distribution chain 58 A Moving goods B Direct distribution C Indirect distribution 27 Merchandising 60 A Merchandise and merchandising B Promotional merchandise C Sports merchandising D Film, book and music merchandising 28 Trade shows 62 A Why use trade shows? B Organizing an event 29 Telemarketing 64 A What is telemarketing? B Outbound telemarketing C Inbound telemarketing D Telemarketing scripts 30 Online shopping and mail order 66 A The online shopping experience B Mail order and the ordering process 31 Personal selling 68 A The sales force B Personal selling C The sales process D Marketing support PUBLICITY AND PROMOTION 32 Above, below and through the line 70 A Above-the-line B Below-the-line C Through-the-line D Advertising techniques 33 Media strategy 72 A Media strategy B Media planning C Media buying 34 TV and radio 74 A Advertising on TV or radio B The audience C Dayparts 35 Outdoor advertising 76 A Out-of-home advertising formats B Effectiveness of OOH 36 The press 78 A Newspapers B Magazines C Choosing titles D Choosing a position 37 Printed documents 80 A Design B Preparing to print C The print job 38 Branded content 82 A History of branded content B Types of branded content C Efficiency 39 The internet 84 A Internet advertising B Search engines C Search engine marketing 40 Buzz marketing 86 A Word of mouth B Buzz marketing and stealth marketing C Electronic buzz D Generating a buzz 41 Sales promotions and displays 88 A Sales promotions B Point of purchase (POP) or point of sale (POS) displays 42 Direct mail and email 90 A The advantages of direct mail B Organizing a direct mail or email campaign C Describing a mailshot 43 Street marketing and sampling 92 A History of street marketing B Aims of street marketing C Successful street marketing tactics PACKAGING 44 Logos 94 A Types of logo B Logo design C Typeface 45 Materials and containers 96 A Describing packaging PUBLIC RELATIONS 46 Corporate communications 98 A The goals of corporate communications B Corporate values and identity C Tools of corporate communications 47 Public relations and lobbying 100 A Public relations B Media relations C Lobbying D Inside lobbying E Outside lobbying 48 Event and sports sponsorship 102 A Sponsorship B Types of sponsorship C Word combinations with ‘sponsor’ 49 Crisis communication 104 A What is crisis communication? B A crisis communication case study 50 Corporate blogging 106 A Blogging basics B Blogs as a marketing tool Appendices 108 Answer key 120 Index 132 Acknowledgements 143