MKT1.1 Exam (Ch1, Ch3, Ch5) Monday 10/09/2018 (Wk3) between 18.30-19.

00h
MKT1.2 Exam (Ch1, Ch3, Ch5, Ch2, Ch7, Ch8, Ch9, Ch10 and Ch11) Monday 01/10/2018 (Wk6) between 18.30-19.30h
MKT1.3 Exam (Ch1, Ch3, Ch5, Ch2, Ch7, Ch8, Ch9, Ch10, Ch11, Ch12, Ch13, Ch14 and Ch15) Monday 16/10/2018 (Wk8)
between 16.00-17.30h

Week 1 Chapter 1
MARKETING: CREATING CUSTOMER VALUE AND
ENGAGEMENT
Learning Objectives:
1-1 Define marketing and outline the steps in the marketing process.
p. 29/29: Key Term: Marketing

1-2 Explain the importance of understanding the marketplace and customers and identify the five
core marketplace concepts.
p. 30/30: Key Terms: Needs, Wants, Demands
p. 31/31: Key Term: Market offerings
p. 33/33: Key Term: Exchange
p. 33/34: Key Term: Market

For Discussion only: 1-3 Identify the key elements of a customer-driven marketing strategy and
discuss the marketing management orientations that guide marketing strategy.
p. 34: Key Term: Marketing management
p. 35: Key Terms: Production concept, Product concept
p. 36: Key Term: Selling concept
p. 36: Key Term: Marketing concept
p. 37:Key Term: Societal marketing concept

1-4 Discuss customer relationship management and identify strategies for creating value for
customers and capturing value from customers in return.
p. 38/38: Key Term: Customer relationship management
p. 38/38: Key Term: Customer-perceived value
p. 39/40: Key Term: Customer satisfaction
p. 41/43: Key Term: Customer-engagement marketing
p.42/43: Key Term: Consumer-generated marketing
p. 43: Key Term: Partner relationship management
p. 44: Key Term: Customer lifetime value
p. 44/45: Key Term: Share of customer
p. 45/46: Key Term: Customer equity

1-5 Describe the major trends and forces that are changing the marketing landscape in this age of
relationships.
p. 46/47 and 49/55: Key Term: Digital and social media marketing
Intentionally left blank
 Week 2A Chapter 3
ANALYZING THE MARKETING ENVIRONMENT
Learning Objectives

3-1 Describe the environmental forces that affect the company’s ability to serve its customers.
p. 92/94: Key Terms: Marketing environment, Microenvironment, Macroenvironment
p. 94: Key Term: Marketing intermediaries
p. 95: Key Term: Public
p.96; fig 3.2

3-2 Explain how changes in the demographic and economic environments affect marketing
decisions.
p. 97: Key Term: Demography
For discussion only
p. 97: Key Term: Baby boomers
p. 97: Key Term: Generation X
p. 98: Key Term: Millennials (Generation Y)
p. 99: Key Term: Generation Z
p. 103/104: Key Term: Economic environment

3-3 Identify the major trends in the firm’s natural and technological
environments.
p. 104: Key Term: Natural environment
p. 105: Key Term: Environmental sustainability
p. 106: Key Term: Technological environment

3-4 Explain the key changes in the political and cultural environments.
p. 108/111: Key Term: Political environment
p. 111: Key Term: Cultural environment

3-5 Discuss how companies can react to the marketing environment.

p. 114/115: Responding to the MKT environment
 Week 2B Chapter 5
CONSUMER MARKETS AND
BUYER BEHAVIOR

Learning Objectives:

5-1 Define the consumer market and construct a simple model of

consumer buyer behavior.
p. 158: Key Terms: Consumer buyer behavior, Consumer market

5-2 Name the four major factors that influence consumer buyer
behavior.
p. 159: Key Term: Culture
p. 159/161: Key Term: Subculture
p. 161: Key Term: Total market strategy
p. 162: Key Term: Social Class
p. 162/163: Key Term: Group
p. 163: Key Term: Word-of-mouth influence, Opinion leader
p. 163: Key Term: Online social networks
p. 168: Key Term: Lifestyle
For discussion only
p. 168/170: Key Term: Personality
p. 169: Key Term: Motive (Drive)
p. 172: Key Term: Perception
p. 173: Key Term: Learning
p. 173: Key Terms: Belief, Attitude

5-3 List and define the major types of buying decision behavior and
the stages in the buyer decision process.
p. 174: Key Term: Complex buying behavior
p. 174/175: Key Terms: Dissonance-reducing buying behavior, Habitual buying behavior
p. 175/178: Key Term: Variety-seeking buying behavior

5-4 Describe the adoption and diffusion process for new products
p. 178/180: Key Terms: New product, Adoption process
 Week 3A Chapter 2
COMPANY AND MARKETING STRATEGY:
PARTNERING TO BUILD CUSTOMER ENGAGEMENT,
VALUE, AND RELATIONSHIPS
Learning Objectives:

2-1 Explain company-wide strategic planning and its four steps.

p. 64: Key Term: Strategic planning
p. 65/67: Key Term: Mission statement

2-2 Discuss how to design business portfolios and develop growth strategies.
For discussion only
p. 67: Key Term: Business portfolio
p. 67, 69: Key Terms: Portfolio analysis
p. 69/70: Key Term: Growth-share matrix
p. 70: Key Term: Product/market expansion grid
p. 71: Key Terms: Market penetration, market development, product development,
diversification

2-3 Explain marketing’s role in strategic planning and how marketing works with
its partners to create and deliver customer value.
For discussion only
p. 72/73: Key Term: Value chain
p. 74: Key Term: Value delivery network

2-4 Describe the elements of a customer value-driven marketing strategy and

mix, and the forces that influence it.
p. 74: Key Term: Marketing strategy
p. 75: Key Terms: Market segmentation, market segment
p. 75: Key Term: Market targeting
p. 75: Key Term: Positioning
p. 77: Key Term: Differentiation
p. 77/79: Key Term: Marketing mix

2-5 List the marketing management functions, including the elements of a

marketing plan, and discuss the importance of measuring and managing
marketing return on investment.
p. 79/80: Key Term: SWOT analysis
p. 80/82: Key Term: Marketing implementation
p. 82/83: Key Term: Marketing control
p. 83/84: Key Term: Marketing return on investment (marketing ROI
 Week 3B Chapter 7
CUSTOMER-DRIVEN MARKETING STRATEGY:
CREATING VALUE FOR TARGET CUSTOMERS

Learning Objectives:

7-1 Define the major steps in designing a customer-driven marketing strategy: market
segmentation, targeting, differentiation, and positioning.
p. 212: Key Terms: Market segmentation, Market targeting (targeting), Differentiation
p. 213: Key Term: Positioning

7-2 List and discuss the major bases for segmenting consumer and business markets.
p. 213: Table 7.1: Major Segmentation Variables for Consumer Markets
For discussion only
p. 213/214: Key Term: Geographic segmentation
p. 215: Key Term: Income segmentation
p. 215: Key Term: Psychographic segmentation
p. 216/217: Key Terms: Behavioral segmentation, Occasion segmentation, Benefit segmentation
p. 220/222: Key Term: Intermarket (Cross-market) segmentation

7-3 Explain how companies identify attractive market segments and choose a market-targeting
strategy.
p. 222: Figure 7.2: Market-Targeting Strategies
p. 222: Key Terms: Target market, Undifferentiated (mass) marketing, Differentiated
(segmented) marketing
p. 223/224: Key Term: Concentrated (niche) marketing
p. 224/225: Key Terms: Micromarketing, Local marketing
p. 226: Key Term: Individual Marketing

7-4 Discuss how companies differentiate and position their products for maximum competitive
advantage.
p. 228/230: Key Term: Product position
p. 230/232: Key Term: Competitive advantage
p. 232/235: Key Term: Value proposition
p. 235: Key Term: Positioning statement
 Week 4A Chapter 8
PRODUCTS, SERVICES, AND BRANDS: BUILDING
CUSTOMER VALUE

Learning Objectives:

8-1 Define product and describe the major classifications of products and services.
p. 220: Key Term: Product
p. 220: Key Term: Service
p. 221: Figure 8.1: Three Levels of Product
p. 222: Key Terms: Consumer product, Convenience product, Shopping product
p. 223: Key Terms: Specialty product, Unsought product, Industrial product
p. 225: Key Term: Social marketing

8-2 Describe the decisions companies make regarding their individual products and services,
product lines, and product mixes.
p. 225: Figure 8.2: Individual Product Decisions
p. 225: Key Term: Product quality
p. 226: Key Term: Brand
p. 227: Key Term: Packaging
p. 232: Key Term: Product line
p. 232: Key Term: Product mix (product portfolio)

8-3 Identify the four characteristics that affect the marketing of services and the additional
marketing considerations that services require.
p. 234: Key Term: Service intangibility
p. 234: Figure 8.3: Four Service Characteristics
p. 235: Key Terms: Service inseparability, Service variability, Service perishability
p. 235: Key Term: Service-profit chain
p. 236: Key Terms: Internal marketing, Interactive marketing

8-4 Discuss branding strategy—the decisions companies make in building and managing their
brands.
p. 240: Key Term: Brand equity
p. 243: Key Term: Store brand (private brand)
p. 245: Key Term: Co-branding
p. 246: Figure 8.6: Brand Development Strategies
p. 246: Key Terms: Line extension, Brand extension
 Week 4B Chapter 9
DEVELOPING NEW PRODUCTS AND MANAGING THE
PRODUCT LIFE CYCLE
Learning Objectives:

9-1 Explain how companies find and develop new product ideas.
p. 280: Key Term: New product development

9-2 List and define the steps in the new product development process and the
major considerations in managing this process.
p. 281: Key Term: Idea generation
p. 281: Figure 9.1: Major Stages in New Product Development
p. 282: Key Term: Crowdsourcing
p. 283: Key Term: Idea screening
p. 283: Key Term: Product concept
p. 284: Key Terms: Concept testing, Marketing strategy development
p. 285: Key Term: Business analysis
p. 286: Key Term: Product development
p. 286: Key Term: Test marketing
p. 287: Key Term: Commercialization
p. 287: Key Term: Customer-centered new product development
p. 288: Key Term: Team-based new product development

9-3 Describe the stages of the product life cycle and how marketing strategies
change during a product’s life cycle.
p. 289: Key Term: Product life cycle (PLC)
p. 292: Key Terms: Style, Fashion, Fad
p. 292: Figure 9.3: Styles, Fashions, and Fads
p. 294: Key Terms: Introduction stage, Growth stage
p. 296: Key Term: Decline stage
p. 297: Table 9.2: Summary of Product Life-Cycle Characteristics, Objectives, and
Strategies

9-4 Discuss two additional product issues: socially responsible product

decisions and international product and services marketing.
 Week 5A Chapter 10
PRICING: UNDERSTANDING AND CAPTURING
CUSTOMER VALUE
Learning Objectives:

10-1 Answer the question “What is a price?” and discuss the importance of pricing in today’s
fast-changing environment.
p. 308: Key Term: Price

10-2 Identify the three major pricing strategies and discuss the importance of
understanding customer-value perceptions, company costs, and
competitor strategies when setting prices.
p. 309: Figure 10.1: Considerations in Setting Price
p. 309: Key Term: Customer value-based pricing
p. 310: Figure 10.2: Value-Based Pricing Versus Cost-Based Pricing
p. 313: Key Term: Cost-based pricing
p. 313: Key Terms: Fixed costs (overhead), variable costs, total costs
p. 314: Key Term: Experience curve (learning curve)
p. 315: Key Term: Break-even pricing (target return pricing)
p. 317: Key Term: Competition-based pricing

10-3 Identify and define the other important external and internal factors
affecting a firm’s pricing decisions.
p. 320: Key Term: Target costing
p. 322: Key term: Demand curve
p. 322: Key Term: Price elasticity
 Week 5B Chapter 11
PRICING STRATEGIES
Learning Objectives:

11-1 Describe the major strategies for pricing new products.

p. 332: Key Term: Market-skimming pricing (price skimming)
p. 333: Key Term: Market-penetration pricing

11-2 Explain how companies find a set of prices that maximizes the profits from the total
product mix.
p. 333: Table 11.1: Product Mix Pricing
p. 334: Key Term: Product line pricing
p. 334: Key Terms: Optional-product pricing, Captive-product pricing
p. 335: Key Term: By-product pricing, Product bundle pricing

11-3 Discuss how companies adjust their prices to take into account different types of
customers and situations.
p. 335: Key Term: Discount
p. 336: Key Term: Allowance
p. 336: Key Term: Segmented pricing
p. 337: Key Terms: Psychological pricing, Reference pricing
p. 338: Key Term: Promotional pricing
p. 339: Key Terms: Geographical pricing, FOB-origin pricing
p. 339: Key Terms: Uniform-delivered pricing, Zone pricing, Basing-point pricing,
Freight-absorption pricing
p. 340: Key Term: Dynamic pricing
p. 345: Figure 11.1: Responding to Competitor Price Changes

11-4 Discuss the key issues related to initiating and responding to price changes.

11-5 Overview the social and legal issues that affect pricing decisions.
 Week 6A Chapter 12
MARKETING CHANNELS:
DELIVERING CUSTOMER VALUE
Learning Objectives:

12-1 Explain why companies use marketing channels and discuss the functions these channels
perform.
p. 359: Key Term: Value delivery network
p. 359: Key Term: Marketing channel (distribution channel)
p. 361: Key Terms: Channel level, Direct marketing channel, Indirect marketing channel

12-2 Discuss how channel members interact and how they organize to perform
the work of the channel.
p. 362: Key Term: Channel conflict
p. 363: Key Term: Conventional distribution channel
p. 363: Figure 12.3: Comparison of Conventional Distribution Channel with Vertical Marketing
System
p. 363: Key Terms: Vertical marketing system (VMS), Corporate VMS
p. 364: Key Terms: Contractual VMS, Franchise organization, Administered VMS
p. 365: Key Term: Horizontal marketing system
p. 365: Key Term: Multichannel distribution system
p. 366: Figure 12.4: Multichannel Distribution System
p. 366: Key Term: Disintermediation

12-3 Identify the major channel alternatives open to a company.

p. 369: Key Term: Marketing channel design
p. 370: Key Term: Intensive distribution
p. 371: Key Term: Exclusive distribution, Selective distribution

12-4 Explain how companies select, motivate, and evaluate channel members.
p. 372: Key Term: Marketing channel management

12-5 Discuss the nature and importance of marketing logistics and integrated
supply chain management.
p. 376: Key Terms: Marketing logistics (physical distribution), Supply chain management
p. 379: Key Term: Distribution center
p. 380: Key Term: Multimodal Transportation
p. 381: Key Term: Integrated logistics management
p. 382: Key Term: Third-party logistics (3PL) provide