Y1 - Marketing I

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1. Week 3.1: Consumer behavior & STP (CH.7)
2. L1: Define the major steps in designing a customer driven marketing strategy: market segmentation, targeting, differenti
3. L2: List and discuss the major bases for segmenting consumer and business markets
4. L2: Explain how companies identify attractive market segments and choose a market-targeting strategy
5. L4: Discuss how companies differentiate and position their products for maximum competitive advantage
6. Week 3.2: Marketing mix (product)
7. L1: Define product and describe the major classifications of products and services
8. L2: Describe the decisions companies make regarding their individual products and services, product lines, and product m
9. L3: Identify the four characteristics that affect the marketing of services and the additional marketing considerations
10. L4: discuss branding strategy – the decisions companies make in building and managing their brands
11. L5 & L6: Explain how companies find and develop new product ideas. List and define the steps in the new product developm
12. L7: Describe the stages of product life cycle and how marketing strategies change during a product’s life cycle
13. L8: Discuss two additional product issues: socially responsible product decisions and international product and services
14. Week 3.2: Marketing mix - Price
15. L1: Answer the questions “what is price” and discuss the importance of pricing in today’s fast changing environment
16. L2: Identify the three major pricing strategies and discuss the importance of understanding customer-value perceptions,
17. L3: Identify and define the other important external and internal factors affecting a firm’s pricing decisions