marketing

Here is a comprehensive collection of revision notes for all students taking introductory courses in marketing (including AS, A2 & vocational business courses). Click here for a great collection of marketing revision presentations.

REVISION NOTE CATEGORIES
Brands	Buyer Behaviour
Case Studies	Competitor Analysis
Distribution	Market Analysis
Introductory Marketing	Marketing Planning
Pricing	Products
Promotion	Research
Segmentation

REVISION NOTES
Brands
Introduction to brands	Brand Names
What is Involved in Building a Brand?	Brand Extension and Stretching
Brand Positioning	Brand Types

Buyer Behaviour
Introduction to Buyer Behaviour	Decision-making Process
Cultural Factors	Buying New Products
Social Factors	Stimulus-Response Model

Case Studies
Influence of Children on Buyer Behaviour	Managing Products in the Haircare Sector
Product Development in the Cleaning Market	Managing Brands in Low-Growth Segments
Brand Extension in the UK Nappy Market	Changing Demand in the Snowsport Market
Examples of Brand Extension & Stretching	Sustaining Revenue Growth in Cinemas
Growth Strategies in the UK Pet Food Market	Supermarket Petrol Price Wars
Pricing in the Package Holiday Market	Changes in Promotional Mix
Examples of Re-branding	Re-branding of Skoda
Growth Opportunities in the Snack Market	Supermarket Own-Label Brands
Segmentation in Overseas Holidays

Competitor Analysis
Role of Competitor Analysis	Sources of Competitor Information
Types of Competitor Analysis	Competitive Advantage

Distribution
Introduction to Distribution
Channel Strategy	Types of Distribution Intermediary

Market Analysis
Defining the Market	Market Share - Why is it Important?
Introduction to Market Share	Market Share - Measurement
Market Types - Consumer & Industrial

Introductory Marketing
What is Marketing?	What To Study
Customers or Consumers?	Marketing Concept
Marketing Map - Components	Marketing Orientation - the Alternatives
Marketing Orientation - Structures	Marketing Orientation - Tasks

Marketing Planning
Introduction to Marketing Planning	Examples of Mission Statements
Importance of Mission	Overview of Planning Process
Setting Marketing Objectives	Link with Strategic Planning
Values and Vision

Pricing
Introduction to Pricing Strategy	Link with Business Objectives
Cost Plus	Influences on Pricing Strategy
Return on Investment Method	Expansionistic Strategy
Other Pricing Strategies	Penetration Strategy
Skimming Strategy	Variable Cost

Products
Introduction to Products	Product Life Cycle

Promotion
Introduction to Promotion	Promotional Mix
Advertising	Setting the Advertising Budget
Measuring Advertising Effectiveness	Advertising Media
Advertising: the Why and What?	Direct Marketing
Factors Influencing Choice of Promotional Tool	Personal Selling
Public Relations	Push and Pull Strategies
Sales Promotion	Sponsorship

Research
Introduction to Market Research	Conducting Research
Qualitative Research	Quantitative Research
Sampling	Types of Research
Uses of Market Research	Sales Forecasting

Segmentation
Introduction to Segmentation	Behavioural Bases
Demographic Bases	Geographic Bases
Bases Introduction

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