Marketing fundamentals

Main article: Marketing

• Business model
• Consumer
• Core
• Core competency
• Customer
  • Customer lifetime value (CLV)
  • Customer relationship management (CRM)
• Economies of scope
• End-user
• Experience curve effects
• Market
  • Market segment
  • Market share
• Marketing
  • Business Marketing
  • Marketing Effectiveness
  • Marketing mix
  • Marketing myopia
  • Marketing orientation, also called customer focus or marketing concept
  • Target market
• Sales
• Salesman
• Sustainable competitive advantage
• Value
  • Value chain
  • Value migration

Branches of marketing

Direct marketing

Multi-level marketing

Services marketing

• Sponsorship

Subdisciplines and components of marketing

Consumer behavior Distribution Marketing management

Marketing research Marketing strategy Pricing

Product management Promotion (marketing)

Marketing paradigms

• Relationship marketing
• Network marketing
• Diversity marketing
• Evangelism marketing
• Consumer Culture Theory (CCT)

Customer experience management (CEM)

Brand experience Customer interface CEM integration

CEM organization Experiential innovation Experiential marketing

Experiential platform Experiential world

Marketing strategies

• Market dominance strategies
• Porter generic strategies
• Mass customization
• Vendor lock-in
• Scenario planning

Growth strategies

Main aritlces: Growth strategies and Growth Platforms

• Aggressiveness strategies
• Horizontal integration
• Innovation
• Innovation strategies
• Profit impact on marketing strategy
• Vertical integration

Marketing warfare strategies

• Defensive marketing warfare strategies
• Flanking marketing warfare strategies
• Guerrilla marketing warfare strategies
  • Guerrilla marketing
• Offensive marketing warfare strategies

History of marketing

Main article: History of marketing

• History of advertising

General marketing concepts

Consumer behavior

• Aspirational age
• Aspirational Brand
• Buyer decision processes
  • Prospect theory
  • Loss aversion
  • Decoy effect
  • Time marketing
• Choice Modelling
• Demographics
  • Demographic profile
• Lifestyle
• Maslow's hierarchy of needs

Direct marketing

Database marketing Direct Marketing Association Multi-level marketing

Pyramid scheme Large Group Awareness Training (LGAT)

Specialty catalogs Telemarketing

Distribution

• Drop shipping
• Grey marketing
• Logistics
  • Logistic engineering
• Retail
  • Convenience store
  • Department store
    • List of department stores
  • Dollar store
  • Franchising
  • Retailers' cooperative
  • Shopping mall
  • Supermarket
    • List of supermarkets
• Supply chain
  • Supply chain management
• Wholesale
  • Wholesaler

Retail outlets

Convenience store Department store List of department stores

Dollar store Franchising Retailers' cooperative

Shopping mall Supermarket List of supermarkets

Marketing management

• Marketing plan
• Management loose
• Strategic planning
• Implementation and control

Marketing research

Master of Marketing Research Experimental techniques Observational techniques

Qualitative marketing research Concept testing Focus group Innovation game

Data analysis techniques used in marketing research

• Choice Modelling
• Cluster analysis
• Conjoint analysis
• Cross tab
• Discriminant analysis
• Factor analysis
• Intent scale translation
• Logit analysis
• Multi dimensional scaling
• Preference-rank translation
• Preference regression

Industry or market research

Benchmarking Competitor analysis

Ecological model of competition Environmental scanning

Porter 5 forces analysis SWOT Analysis

Quantitative marketing research

• Statistical surveys
• Questionnaire construction
• Scales
• Sampling
  • Simple random sampling
  • Systematic sampling
  • Statistical surveys
  • Stratified sampling
  • Cluster sampling
  • Multistage sampling
  • Nonprobability sampling

Cluster sampling Multistage sampling

Nonprobability sampling Simple random sampling

Stratified sampling Systematic sampling

Pricing

• Barter
• Choice Modelling
• 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
  • Odd price
• Price discrimination
  • Price skimming
  • Two part tariff
• Price elasticity of demand
• Price points
• Pricing objectives
• Pricing for profit maximization
• Psychological pricing
• Rate of return pricing
• Transfer pricing
• Variable pricing and real-time pricing
• Willingness to pay

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

Brand management

• Brand alliances
• Brand equity
• Private brand
• Corporate branding
• Family branding
• Individual branding
• Corporate identity
• Trademark
  • Genericized trademark
• List of fictional brands

Packaging and labelling

Mandatory labelling

New product development

Research and development Conjoint analysis

Quality function deployment

List of product failures

Positioning

Discriminant analysis Factor analysis

Multi dimensional scaling Perceptual mapping

Preference regression

Promotion

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

Marketing communications

Integrated Marketing Communications

Kelman's source characteristics

Marketing communications planning framework

Publicity

Corporate image Cause marketing Doing a Ratner

Public relations Trade fairs Undercover marketing

Viral marketing Word of mouth and buzz

Sales and sales promotion

Negotiation Shill

Product churning Sales techniques

Sales force management Sales force management system