The document outlines the key topics in a marketing course schedule and chapter, including market research, defining a marketing strategy, segmentation, sales forecasting, product design, development and life cycle. Specifically, it discusses collecting and analyzing market data, types of market research, quantitative and qualitative methods, segmenting the market, using past data to forecast sales, a company's product mix and lines, the product development process, and stages in a product's life cycle.

1. Marketing

2. COURSE SCHEDULE
 Chapter 1: ROLE OF MARKETING
 Chapter 2: MARKETING PLANNING
 Chapter 3: MARKETING STRATEGY
 Chapter 4: OTHER MEANS OF MARKETING

3. Marketing Strategy
Chapter 3

4. Market research
Define
the
Strategy
• Research is essential in creating a
successful product and marketing
it
Collect
data
• Market
• Competitors
• Consumers
Analyze
&
Interpret
the data
• Size of the market
• Growth Rates
• Needs of the customers
• Market share of the rivals

5. Market research can be in
the form of…
1.Primary market research
 First hand research
 Expensive to carry out
2.Secondary market research
 Second hand research
 Cheaper to carry out, but has a
number of drawbacks

6. Market research can be either
quantitative or qualitative in
nature
Quantitative market research aims to collect large
amounts of data to identify trends.
There are a number of ways to conduct a sample
survey:
 Random
 Stratified
 Cluster
 Snowball
Qualitative market research aims to gain more in depth
details of consumers’ behaviour by engaging in open-
ended discussion and asking more general questions.

7. Marketing segmentation
Process of segmenting the market allows a
business to better target its consumers and/or
customers.
Examples; Target or niche marketing
(Selling only to A + segment)
Alternative is mass marketing (wholesale
approach)

8. Sales forecasting
Using extrapolation to get a better idea of what
future performance is likely to be by finding
trends from past data.

9. Illustration: Forecast
2014 Fees for Product X
10000
13000
16000
?
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
2011 2012 2013 2014
Annual fee for Product X00

10. Product design
Product mix is the complete range of
products produced by a business
including product lines and individual
products
(Nestle, Nesquik, Movenpick, Nestfit,
Nestle water, etc)
Product line is a group of products within
the product mix that are closely related
to each other.

11. Product development
Brainstorm
ideas
Develop ideas
Create the
product
Final
testing
Launch
Continual
development

12. Product life cycle