Chapter #1: Marketing Concepts Chapter #2: Consumer Packaged Goods Chapter #3: Consumer Behaviour

1. Non-Profit Marketing Industry 1. 5 stages of consumer decision

2. The Marketing Process 1. Key success factors making
3. Decoupling the value chain a. Acquisition of brands 2. Signalling
4. Value
b. Brand management 3. Social utility “creating scarcity”
a. Technical Benefit
c. Market research 4. Maslow’s hierarchy
b. Functional Benefit
c. Emotional Benefit d. Reaching the global 5. Rational decision making
5. Benefits of Untact Businesses middle class assumptions
6. ESG Ratings 2. Issues 6. Emotional & motivational factors in
7. Customer Satisfaction a. Social responsibility decision making
a. CSI: Customer Satisfaction b. Direct to consumer 7. Dual self theory of self control
Index
(D2C) and subscription 8. Evaluation of alternatives
b. NPS: Net Promoter Score
service a. Linear compensatory
8. Creating a Virtuous Cycle of Customer
Satisfaction c. Rise of private label b. Conjunctive (must have no
9. Loyalty brands weaknesses)
10. Customer Lifetime Value (LTV) d. Data analytics c. Disjunctive (decide just
11. Airline’s Frequent Flyer Programs 3. Challenges based on one factor)
(FFPs)
12. Marketing Mix

“MARKETING IS ENGAGING CUSTOMERS &

MANAGING CUSTOMER RELATIONSHIPS”

Chapter #4: B2B Markets Chapter #5: Segmentation & Positioning Chapter #6: Innovation and platform
1. Characteristics of business markets 1. STP Process business
2. Eg: 2. Industry classification 1. Peter Thiel & Paypal Mafia (Author
a. Automobiles a. Psychographic of “Zero to One”)
b. Petrochemicals segmentation 2. Finding the hidden business
3. Key account management b. Behavioural formula
4. Stages of selling segmentation 3. Early effort vs. late effort
a. Transactional c. Loyalty 4. Design thinking
b. Consultative 3. Market segmentation 5. Stages of innovation
c. Enterprise techniques 6. Platform business
5. Aspects of business buyer behaviour 4. Positioning 7. Innovation cases
6. Business Ecology 5. 4 types of mis-positioning a. Digital transformation:
7. 3C analysis of my customer 6. Case study Online travel agencies
8. Segmentation of Industrial buyers and a. Automobile brand (OTAs)
Persuasion strategy positioning b. Innovation in mobility: Uber
9. E-procurement 7. STP Implementation c. Transferwise
10. Government markets d. Innovation of Chinese firm
11. Systems buying and selling 8. Digital transformation of traditional
12. Establishing corporate credibility industries

Chapter #7: Brand Management Chapter #8: Integrated Marketing Chapter #9: Marketing Research
1. Brand equity Communication (IMC) 1. Survey
2. Attributes of strong brands 1. Media long tail 2. Types of research
3. Drivers of brand equity 2. Various IMC tools 3. Questionnaire Do’s and Don'ts
4. Brand elements 3. Communication models and 4. Awareness
5. Trends in brand identity objectives 5. Preference
6. Marketing activities 4. Push vs pull strategy 6. Behavioural intention
a. Sports marketing 5. Steps in Developing Effective 7. Qualitative research
b. Meaning transference Communications 8. Focus group interview (FGI)
c. Long tail theory 6. Communications objectives 9. Laddering
d. Advertising 7. Creative strategy 10. Thematic Apperception Test
e. Product quality 8. How advertising works (Projective Techniques)
f. Organization/people a. Advertising metrics 11. Word association
7. Cost of star marketing b. ATL & BTL 12. Ethnography
8. Cost of building a major brand c. Advertising wearout 13. Key marketing metrics (KPIs)
9. Brand development strategies d. Scheduling pattern
10. Multi-brands 9. Factors to consider in media
11. Dimensions of brand knowledge planning
 12. Managing brand equity 10. Viral marketing
13. Egs: 11. Effectiveness of Various
a. Brand hierarchy of GM Communication Tools
b. Burberry 12. Marketing ROI
14. Brand crisis 13. Eg: Samsung Chelsea ROI

Chapter #10: Pricing Chapter #11: Strategic Thinking Chapter #12: Services
1. Leverage effect 1. Optimization 1. Categories of service mix
2. Survival inequality 2. Equilibrium strategy 2. Overcoming service challenges
3. Pricing process 3. Prisoner’s dilemma 3. Matching demand and supply
4. Input factors 4. Location competition 4. How to increase variability
5. Demand factors 5. Thinking steps 5. Dimensions of service quality
6. Price elasticities 6. Continuous Price Competition 6. Moment of truth (MOT)
7. Company and competitive factors 7. Master-slave game 7. Systematic Approach to Service
8. Price-profit relationship 8. Chicken game Excellence
9. Price equation 9. Experience Weighted Attraction 8. Factors Leading to Customer
10. Cost based pricing (EWA) Learning Camerer and Ho Switching Behavior
a. Breakeven Analysis 2001 9. Tracking Customer Service
b. Graphical Illustration Performance
11. Consume based pricing 10. Complaint resolution
a. Direct price-rating
b. Diagnostic
12. Price sensitivity measurements
(PSM)
13. Penetration pricing/skimming
14. Amazon prime service price
15. Price discrimination
16. Ancillary pricing
17. Price bundling
18. Price fairness
19. Price Margin = Negotiating
Leverage

Chapter #13: Financial Services Chapter #14: Distribution and retailing FINANCIAL INDUSTRY
7 Success Factors 1. Channel design
1. VIP Marketing 2. Optimal level of service for your
2. Brand equity product
3. Innovative culture 3. Length of channel
4. Experiential marketing 4. Consumer Marketing Channels
5. Effective IT support 5. D2C Business Model: XEXYMIX
6. Advertising 6. Trends in Retailing
7. Fintech 7. Vertical Marketing Systems
(franchising, cooperatives)
8. Franchise system
9. Global e-commerce penetration
10. M-commerce penetration
11. Retail meltdown
12.

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