Unit 1: Marketing
Different marketing segments and contexts
Apply the extended marketing mix to different marketing segments and contexts
Consumer markets: fast-moving consumer goods, consumer durables, co-ordinated marketing mix to achieve objectives
Organisational markets: differences from consumer markets, adding value through service; industrial, non-profit making, government, re-seller
Services: nature and characteristics of service products — intangibility, ownership, inseparability, perishability, variability, heterogeneity — the 7Ps, strategies, service quality, elements of physical product marketing, tangible and intangible benefits
International markets: globalisation, standardisation versus adaptation, the EU, benefits and risks, market attractiveness, international marketing mix strategies
Suggested Reading
Marketing: Principles and Practice
Principles and Practice of Marketing, 3rd Ed.
Principles of Marketing: European Edition
