Marketing Management definition Marketing Management functions Marketing mix. Extended marketing mix

Marketing Management
EXAMINIATION TOPICS

1. 
   Marketing Management definition
   
2. 
   Marketing Management functions
   
3. 
   Marketing mix. Extended marketing mix
   
4. 
   Market segments and segmentation
   
5. 
   Product strategic decisions by management.
   
   1. 
      Product strategies. PLC and modifications. Boston’s matrix. Innovation theory.
      
   2. 
      Michael Porter's Five Forces model.
      
   3. 
      Product-Market Strategies. Ansoff matrix.
      
   4. 
      Product positioning.
      
   5. 
      Brand, branding strategies.
      
6. 
   Porter's Model of Generic Strategies for Competitive Advantage
   
7. 
   Price decisions.
   
   1. 
      Conceptual Orientation to Pricing. Pricing strategies.
      
   2. 
      Nine Price – Quality Strategies.
      
   3. 
      Setting the Price Policy. Pricing Structure. Price as an Indicator of Value.
      
   4. 
      Price Elasticity of Demand.
      
   5. 
      Price wars
      
8. 
   Place. Distribution strategies.
   
   1. 
      Distribution channel management. Channel functions. Wholesalers and retailers. Electronic marketing channels.
      
   2. 
      Channel Design Decisions: Exclusive. Selective, intensive distribution.
      
   3. 
      Channel control strategies: Pull Strategy, Push Strategy.
      
9. 
   Promotion strategies.
   
   1. 
      Integrated marketing communications.
      
   2. 
      Marketing Communications Mix.
      
   3. 
      Marketing Communications Program Development.
      
   4. 
      Advertising. Public Relations. Sales Promotions. Direct Marketing.