marketing syllabus

Question 1

Role of Marketing

Answer 1

“TASI”
- T – Types of Markets
- A – Approaches to marketing
- S – Strategic role
- I – Interdependence

Question 2

Influences on Marketing

Answer 2

“FECK”
- F – Factors influencing customer choice
- E – Ethical
- C – Consumer laws

Question 3

Factors influencing customer choice

Answer 3

“PEGS”
- P – Psychological
- E – Economic
- G – Government
- S – Sociocultural

Question 4

Ethical

Answer 4

“TAPES”
- T – Truth
- A – Accuracy and good taste in advertising
- P – Products that may damage health
- E – Engaging in fair competition
- S – Sugging

Question 5

Consumer Laws

Answer 5

“WIPD”
- W – Warranties
- I – Implied Conditions
- P – Price discrimination
- D – Deceptive and misleading advertising

Question 6

processes

Answer 6

• situational analysis – SWOT, product life cycle
• market research
• establishing market objectives
• identifying target markets
• developing marketing strategies
• implementation, monitoring and controlling

Question 7

strategies

Answer 7

• market segmentation
• 4Ps
• people, processes, physical evidence
• e-marketing
• global marketing

Question 8

products

Answer 8

branding, packaging

Question 9

price

Answer 9

price methods
price strategies
price and quality interaction

Question 10

promotion

Answer 10

• elements of the promotion mix
• opinion leaders
• word of mouth

Question 11

place

Answer 11

• distribution channels
• channel choice
• physical disruption issues

Question 12

global marketing

Answer 12

– global branding
– standardisation
– customisation
– global pricing
– competitive positioning