The document discusses several key topics in marketing including the 4 P's of marketing (product, price, place, promotion), the importance of mission statements, digital and social media marketing, analyzing the marketing environment, consumer buying behavior, global market entry strategies, market segmentation, marketing research processes, and product branding. It provides overviews and definitions for each topic.

1. MARKETING

2. MARKETING OVERVIEW
•There are four key elements in defining
marketing:
1. product
2. price
3. place
4. promotion.

3. MARKETING AND STRATEGIC PLANNING
• Mission Statement
Before a business organization determines what products or
services they're going to offer or what categories or industries
they're going to compete, they first have to thoroughly
understand what their reason for being is.
Successful companies have a strong sense of purpose, a
visceral understanding of why they're in business. In written
form, this is called a mission statement.

4. DIGITAL MARKETING AND CORPORATE
SOCIAL RESPONSIBILITY & ETHIC
• This topic explores the ways that organizations use social
media to market their goods and services. Once the domain of
a few adventurous start-ups, now even the largest and most
venerable firms have established a marketing presence in social
media
• The 4E framework recognizes that marketers must: excite
customers with relevant offers; educate them about the
offering; help them experience products, whether directly or
indirectly; and give them an opportunity to engage.

5. MARKETING ENVIRONMENT
• The trends in the economy are something that have to be
watched closely by marketers. Companies have experts
interpret key economic indicators like unemployment, inflation
and GDP.

6. CONSUMER BEHAVIOR & BUSINESS-TO-
BUSINESS MARKETING
• The consumer buying process consists of five main steps: First,
during need recognition, consumers simply realize they have an
unsatisfied need or want that they hope to address. Second, they
begin to search for information to determine how to satisfy that
need. Third, during the alternative evaluation stage, they assess the
various options available to them to determine which the best is for
their purposes. Fourth, the purchase stage involves obtaining and
using the product. Finally, consumers enter the post-purchase stage,
during which they determine whether they are satisfied or
dissatisfied with their choice.

7. GLOBAL ENTRY MARKETING STRATEGIES
• Once an organization has made the decision to sell globally,
they must then decide how to enter the market. There are four
basic strategies: exporting, licensing, joint venture and direct
investment.

8. MARKET SEGMENTATION, TARGET
MARKETING & POSITIONING
• Buyers and markets differ in their needs, wants, locations,
resources, attitudes and behaviors. By segmenting a market
into groups with similar needs, an organization can develop a
marketing mix strategy that can effectively target them.

9. MARKETING RESEARCH PROCESS
• Marketing research is a key tool for a marketing manager.
Marketing research is the solving of marketing problems
through problem identification, data collection and data
analysis resulting in data-driven marketing actions. There are
five steps in the marketing research process. Step one the
define the problem, step two develop a research plan, step 3
collect pertinent data, step four analyze data and share
findings and step five implement the plan.

10. PRODUCT AND BRANDING
• The product itself is important, but so are its associated
services, such as support or financing. Other elements combine
to produce the core customer value of a product: the brand
name, quality level, packaging, and additional features.