MK101 Principles of MARKETING

Date Chapter Topic Group

4 Market Segmentation and Targeting
- What is Market?
- Types of Market
- Market Segmentation
- The process of Segmenting Market
- Requirements of Effective Segmentation
- Selecting Target Market
5 Understanding PRODUCT
- What is Product?
- Classification of Products
- Product Branding
- Product Packaging
- Labeling
- Product Warranty
- Product Life Cycle (PLC) Strategies
6 The PRICE / Product Pricing
- Define price, its objective and importance
- Identify the major factors influencing price
- Recognize different PRICING approaches
and pricing strategies
7 Product Distribution / Physical Distribution
- Define Product Distribution / Physical
Distribution
- Differentiate wholesaling from retailing
and identify their functions
- Identify the distribution strategies used by
the companies
- Illustrate the levels of distribution
- List down the elements of an efficient
physical distribution
8 Product PROMOTION
Contrast and different promotional mediums;
Illustrate the advantages and disadvantages of
each medium
Identify the different tools used in public relations
and sales promotions
Explain the types of advertising ; and
Differentiate promotional strategies
9 Strategic Planning and Marketing Plan
What is Strategic Planning?
Strategic Planning versus Marketing Plan
Parts of Marketing Plan
Growth share Matrix or the Boston Consulting
Group (BCG) Matrix
Growth Strategies

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