List of basic marketing topics

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For a more comprehensive list, see the List of marketing topics.

Marketing refers to the social and managerial processes by which products, services and value are exchanged in order to fulfil individual's or group's needs and wants. These processes include, but are not limited to, advertising, promotion, distribution, and sales.

The following list of topics is provided as an overview of and introduction to marketing:

Marketing

Key concepts

Product / Pricing / Promotion Distribution / Service / Retail Brand management Marketing effectiveness Market research Marketing strategy Marketing management Market dominance

Promotional content

Advertising / Branding Direct marketing / Personal Sales Product placement / Public relations Publicity / Sales promotion Underwriting

Promotional media

Printing / Publication / Broadcasting Out-of-home / Internet marketing Point of sale / Novelty items Digital marketing / In-game Word of mouth

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Contents 1 Essence of marketing 2 Branches of marketing 2.1 Subdisciplines and components of marketing 2.2 Marketing paradigms 2.2.1 Customer experience management (CEM) 3 History of marketing 4 Basic marketing concepts 4.1 Consumer behavior 4.2 Direct marketing 4.3 Distribution 4.3.1 Retail outlets 4.4 Marketing management 4.5 Marketing research 4.5.1 Data analysis techniques used in marketing research 4.5.2 Industry or market research 4.5.3 Quantitative marketing research 4.5.3.1 Sampling 4.6 Marketing strategies 4.6.1 Growth strategies 4.6.2 Marketing warfare strategies 4.7 Pricing 4.8 Product management 4.8.1 Brand management 4.8.2 Packaging and labelling 4.8.3 New product development 4.8.4 Positioning 4.9 Promotion 4.9.1 Advertising 4.9.2 Marketing communications 4.9.3 Publicity 4.9.4 Sales and sales promotion 4.10 Services marketing 5 Marketing scholars 6 Leaders in marketing 7 Marketing lists 8 External links

[edit] Essence of marketing

Main article: Marketing

Customer

Market

[edit] Branches of marketing

Direct marketing

Multi-level marketing

Services marketing

[edit] Subdisciplines and components of marketing

Consumer behavior Distribution Marketing management

Marketing research Marketing strategy Pricing

Product management Promotion (marketing)

[edit] Marketing paradigms

Main article: Marketing paradigms

Diversity marketing Evangelism marketing

Network marketing

Relationship marketing

[edit] Customer experience management (CEM)

Main article: Customer experience management

Brand experience Customer interface CEM integration

CEM organization Experiential innovation Experiential marketing

Experiential platform Experiential world

[edit] History of marketing

Main article: History of marketing

• History of advertising

[edit] Basic marketing concepts

Business Marketing Business model Consumer Core competency Core Customer Customer lifetime value (CLV) Customer relationship management (CRM)

Economies of scope End-user Experience curve effects Market Marketing Effectiveness Market share Marketing Marketing mix Marketing myopia

Market segment Sales Salesman Sustainable competitive advantage Target market Value Value chain Value migration

[edit] Consumer behavior

Buyer decision processes Prospect theory Loss aversion Decoy effect Time marketing

Consumer behaviour Aspirational age Aspirational Brand

Demographics Demographic profile Lifestyle Maslow's hierarchy of needs

[edit] Direct marketing

Main article: Direct marketing

Database marketing Direct Marketing Association Multi-level marketing

Pyramid scheme Large Group Awareness Training (LGAT)

Specialty catalogs Telemarketing

[edit] Distribution

Main article: Distribution (business)

Drop shipping Grey marketing Logistics

Logistic engineering Shrinkage Supply chain

Supply chain management Wholesaler

[edit] Retail outlets

Main article: Retail

Convenience store Department store List of department stores

Dollar store Franchising Retailers' cooperative

Shopping mall Supermarket List of supermarkets

[edit] Marketing management

Main article: Marketing management

Marketing plan

Strategic planning

[edit] Marketing research

Main article: Marketing research

Master of Marketing Research Experimental techniques Observational techniques

Qualitative marketing research Concept testing Focus group

[edit] Data analysis techniques used in marketing research

Cluster analysis Conjoint analysis Cross tab Factor analysis

Discriminant analysis Intent scale translation Logit analysis

Multi dimensional scaling Preference-rank translation Preference regression

[edit] Industry or market research

Main article: Industry or market research

Benchmarking Competitor analysis

Ecological model of competition Environmental scanning

Porter 5 forces analysis SWOT Analysis

[edit] Quantitative marketing research

Main article: Quantitative marketing research

Questionnaire construction

Scales

Statistical surveys

[edit] Sampling

Main article: Sampling (statistics)

Cluster sampling Multistage sampling

Nonprobability sampling Simple random sampling

Stratified sampling Systematic sampling

[edit] Marketing strategies

Main article: Marketing strategies

Infiltration marketing Market dominance strategies

Mass customization Porter generic strategies

Scenario planning Vendor lock-in

[edit] Growth strategies

Main article: Growth Platforms

Aggressiveness strategies Horizontal integration

Innovation Profit impact on marketing strategy

Vertical integration

[edit] Marketing warfare strategies

Main article: Marketing warfare strategies

Defensive marketing warfare strategies Flanking marketing warfare strategies

Guerrilla marketing warfare strategies Guerrilla marketing

Offensive marketing warfare strategies

[edit] Pricing

Main article: Pricing

Barter Competitor indexing Cost-plus pricing Break even analysis Cost-plus pricing with elasticity considerations Markup Discounts and allowances Loyalty card Loss leaders

Geographical pricing and price zoning Penetration pricing Price wars Joint product pricing Price Price points Psychological pricing Odd price

Price discrimination Price skimming Two part tariff Price elasticity of demand Pricing objectives Pricing for profit maximization Rate of return pricing Transfer pricing Variable pricing and real-time pricing

[edit] Product management

Main article: Product management

Product Product differentiation Product life cycle management Diffusion Technology acceptance model Crossing the Chasm

Technology lifecycle Disruptive technology Life cycle cost analysis Planned obsolescence Product line Whole product

Product portfolio B.C.G. Analysis G.E. Multi Factoral analysis Contribution margin analysis Cannibalization Product bundling

[edit] Brand management

Main articles: Brand and Brand management

Brand alliances Brand equity Private brand Corporate branding

Family branding Individual branding Corporate identity

Trademark Genericized trademark List of fictional brands

[edit] Packaging and labelling

Main article: Packaging and labelling

Mandatory labelling

[edit] New product development

Main article: New product development

Research and development Conjoint analysis

Quality function deployment

List of product failures

[edit] Positioning

Main article: Positioning (marketing)

Discriminant analysis Factor analysis

Multi dimensional scaling Perceptual mapping

Preference regression

[edit] Promotion

Main article: Promotion (marketing)

[edit] Advertising

Main article: Advertising

Advertising campaign Advertising slogan Ambush marketing Community marketing Billboard (advertising)

Nielsen Ratings Product placement Q Score Mass media Mind share

Sex in advertising Subliminal advertising Subvertising Television commercial

[edit] Marketing communications

Integrated Marketing Communications

Kelman's source characteristics

Marketing communications planning framework

[edit] Publicity

Corporate image Cause marketing Doing a Ratner

Public relations Trade fairs Undercover marketing

Viral marketing Word of mouth and buzz

[edit] Sales and sales promotion

Main articles: Sales and Sales promotion

Negotiation Shill

Product churning Sales techniques

Sales force management system

[edit] Services marketing

Main article: Services marketing

Borderless selling Experience economy

Quality Service

Service mark Service sector

[edit] Marketing scholars

[edit] Leaders in marketing

[edit] Marketing lists

Main article: List of marketing topics

List of information technology management topics

List of international trade topics

List of product failures

[edit] External links

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