Ch8 Segmentation & Targeting
What are the different levels of market segmentation?
How can a company divide a market into segments?
What are the requirements for effective segmentation?
How should a company choose the most attractive
Ch 17. Marketing Communications
What is the role of marketing communications?
How do marketing communications work?
What are the major steps in developing effective
What is the communications mix and how should it
Ch 12. Product Strategy
What are the characteristics of products and how
do marketers classify products?
How can companies differentiate products?
Why is product design important and what factors
affect a good design?
How can a compa
Ch6. Consumer Markets
How do consumer characteristics influence buying
What major psychological processes influence
consumer responses to the marketing program?
How do consumers make purchasing decisions?
In what ways do co
Ch. 10 Positioning
How can a firm develop and establish an effective positioning in the market?
How do marketers identify and analyze competition?
How are brands successfully differentiated?
What are the differences in positioning an
Ch 15. Integrated Marketing Channels
What is a marketing channel system and value
What work do marketing channels perform?
How should channels be designed?
What decisions do companies face in managing
Ch 14. Pricing Strategy
How do consumers process and evaluate prices?
How should a company set prices initially for products or services?
How should a company adapt prices to meet varying circumstances and opportunities?
Ch 13. Designing and
How do we define and classify services and how
do they differ from goods?
What are the new services realities?
How can we achieve excellence in services marketing?
How can we improve service qua
Ch4. Marketing Research
What constitutes good marketing research?
What are the best metrics for measuring marketing
How can marketers assess their return on investment of marketing expenditures?
What is Marketing Resea
Ch2. Developing Marketing Strategies and
How does marketing affect customer value?
How is strategic planning carried out at different
levels of the organization?
What does a marketing plan include?
The value delivery process
Ch1. Defining Marketing for the 21st Century
Why is marketing important?
What is the scope of marketing?
What are some core marketing concepts?
What is Marketing?
AMA : Marketing is the activity, set of institutions,
and processes for
IKEA Case Study 1
IKEA - Case Study
IKEA Case Study 2
Synopsis of the situation
IKEA (Ingvar Kamprad Elmtaryd Agunnaryd) is a privately held, international home products
company that designs and sells ready-