- •1. Definition&meanings of marketing; goals, essence of theory; importance in modern society.
- •2. Different approaches to marketing and concepts: similarities and differences.
- •3. Needs, wants, demands; customer Value and requirements to the creation of this process.
- •4. Relationship marketing theory and practice: customer satisfaction and retention; the basic principles of crm.
- •5. Basic features of consumer and services marketing
- •6. Basic principles of exchange and transaction in marketing
- •7. Holistic marketing concept as an integral approach to modern vend; 4 themes of holistic marketing
- •8. Marketing process and implications of marketing; the steps of target marketing
- •9. Marketing Mix: concept and components. Product and service models.
- •10. The extended marketing mix: extra elements and features of application.
- •13. Marketing strategy and tactics: basic steps of the plan of marketing
- •14. Channels of distribution (affecting factors, advantages, limitations, approaches to policy).
- •Marketing channels.
- •Multichannel distribution.
- •15. The meaning of the augmented product: 5 levels of products and services
- •16. Product decisions based on lifestyle and reasons for product diversification; Boston matrix.
- •17. Decisions on branding and packaging: brand name, equity and repositioning; basic functions of packaging.
- •18. Product-market integration strategies; Ansoff matrix.
- •19. Marketing environment: external factors of influence.
- •20. Pest analysis in marketing.
- •21. Swot analysis for internal and external marketing environment.
- •22. Competitive environment, analysis and strategies, Porter’s 5 Forces tool.
- •24. Marketing segmentation: methods, benefits and basic requirements for efficient segmentation
- •25. The basic of consumer decision-making process: factors, influencing consumer’s behavior.
- •26. Marketing information system and marketing research
- •27. Promotional mix: basic reasons, tools, purposes and features.
- •28. The meaning and objective of advertising, decision areas, media, methods of budgeting, and effectiveness of evaluation.
- •29. Public relations: definition and functions of pr, major tools, effectiveness evaluation
- •30. Sales promotion: methods, tools, influencing factors, and effectiveness evaluation
- •31. Personal selling: meaning, steps involved and the basics of sales personnel management.
- •32. Principles of communications in marketing: the meaning of marketing message
- •33. Communications pipeline in marketing: process essentials and the aida communicative model
- •34. The concept of Integral marketing communications
- •35. The major bases of marketing performance evaluation
- •37. Digital marketing as a tool of marketing communication
- •38. The new communicative environment: new tools and issues of marketing
- •39. The basics of international and global marketing
- •40. Role of marketing in national projects and public administration
39. The basics of international and global marketing
International marketing is the application of marketing principles in more than one country, by companies overseas or across national borders. International marketing is based on an extension of a company’s local marketing strategy, with special attention paid to marketing identification, targeting, and decisions internationally.
Global marketing is a firm's ability to market to almost all countries on the planet. With extensive reach, the need for a firm's product or services is established. The global firm retains the capability, reach, knowledge, staff, skills, insights, and expertise to deliver value to customers worldwide.
Elements of global marketing are:
A global company is one that can create a single product and only have to tweak elements for different markets.
Price is affected by many variables: cost of product development, cost of ingredients, cost of delivery.
How the product is distributed is also a country-by-country decision influenced by how the competition is being offered to the target market.
Promotion (specifically advertising) is generally the largest line item in a global company’s marketing budget. At this stage of a company’s development, integrated marketing is the goal.
40. Role of marketing in national projects and public administration
The role of marketing in society have increased in recent years, the tendency to extend its application areas seems to be evident; one of these is the public administration, where the reform requires mechanisms and modern methods of approach, the marketing field being included.
Marketing in public administration is an ensemble of processes and marketing relationship, well determined between the components of the administrative system, through which, as a public power, carried out are the laws and/or the activities involved in the development of services are planned, organized, coordinated, managed and controlled to meet the public interest”
the public administration marketing is a process of „market" research, which leads finally, to its knowledge in connection with all factors relating to the citizens' needs and preferences, the way to meet them, to the elements which accelerate or hinder the public administration process.
Today, the world is one market. The rapid advance of globalization means that every country, every city and every region must compete with every other for its share of the world’s consumers, tourists, investors, students, entrepreneurs, international sporting and cultural events, and for the attention and respect of the international media, of other governments, and the people of other countries.
Today, most countries promote their products and services and steer their reputation as best they can, but they seldom do it in a coordinated way:
schools, colleges and universities promote their courses to students and researchers at home and abroad
the tourist board promotes the country to holidaymakers and business travelers
the investment promotion agency promotes the country to foreign companies and investors
Place Marketing - Marketing designed to influence target audiences to behave in some positive manner with respect to the products or services associated with a specific place.
Or Strategic management of exchanges that take place in territorial scope, strengthening the competitiveness and the image of a place by value creation and delivery to its different markets and investments attraction to ensure its sustainable development in the long term.
Place brands are all about making a place’s companies and investment attractive, to support its export industries, to serve public diplomacy and to provide its citizens a sense of identity and self-esteem.
It might get mixed up:
Nation Branding
Country of Origin Branding
City Branding
Destination Branding
Culture and Entertainment Branding
Place product:
Infrastructure and public services
Superstructure and attractions
sustainability
Gold Coast Case Study
Gold Coast City Transport Strategy 2031 – action program with extensive public consultation that sets out a plan for significant improvements to public transport network as well as the improvement in the management and maintenance of roads to meet future demand.
Gold Coast Markets:
Action program to attract new residents and increase the competitiveness of the city focused in supporting a knowledge - based economy in order to develop a workforce with higher education qualifications; strengthening links between industry and universities to support research and innovation; increase knowledge in Science, Technology, Engineering, Mathematics and arts …..