Marketing 101 Study Guide
An introductory college marketing course: the marketing concept, market research, consumer behavior, segmentation-targeting-positioning, product strategy, pricing strategy, distribution channels, integrated marketing communications, digital marketing fundamentals, branding, and marketing ethics.
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12 Topics Covered
The Marketing Concept and Marketing Environment
Foundations of marketing philosophy, value creation, and PESTEL/competitive forces shaping strategic decisions on exams.
Marketing Research and Data Analysis
Primary vs secondary data, qualitative/quantitative methods, survey design, and sampling techniques for evidence-based decisions.
Consumer Behavior and Decision-Making
Psychological factors, social/cultural influences, and B2B vs B2C buying processes tested through case scenarios.
Market Segmentation, Targeting, and Positioning (STP)
Segmentation bases, targeting strategies, positioning statements, and perceptual maps essential for exam case analyses.
Product Strategy and New Product Development
Product life cycle, NPD process, product levels, and portfolio management frequently tested in strategic questions.
Branding and Brand Management
Brand equity, identity, positioning statements, extensions, and architecture critical for marketing plan recommendations.
Pricing Strategy and Tactics
Cost-based, value-based, competition-based pricing; elasticity; psychological and dynamic pricing exam applications.
Distribution and Supply Chain Management
Channel levels, intermediaries, distribution intensity, and omnichannel retailing for place strategy questions.
Integrated Marketing Communications (IMC)
Advertising, sales promotion, PR, personal selling, AIDA model, and IMC planning for promotion decisions.
Digital Marketing and Marketing Analytics
Social media, SEO/SEM, content marketing, email campaigns, influencer strategies, and KPIs for modern applications.
Marketing Ethics and Social Responsibility
Deceptive advertising, privacy concerns, green marketing, and cause marketing ethics scenarios on exams.
Strategic Marketing Planning and Integration
SWOT analysis, integrating 4Ps, comprehensive marketing plans, and case-based synthesis for final exam success.
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