← Lessons 07-Marketing Strategies and Principles
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1. INTRODUCTION 2. SWOT ANALYSIS 3. THE MARKETING MIX 4. PRODUCT LIFE CYCLES 5. MARKET SEGMENTATION 6. MARKETING RESEARCH – INTRODUCTION 7. SECONDARY DATA 8. PRIMARY DATA 9. PUBLIC RELATIONS 10. SALES 11. CONCLUSION 12. QUICK EXAM FACTS – MEMORISE THESE 13. FINAL MEMORY CHECKLIST

1. INTRODUCTION

  • Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.
  • Marketing starts with the customer and their needs – a marketing-oriented organisation aims to meet customer needs rather than simply sell what it wants to offer.
  • ‘Identifying and anticipating’ means looking ahead at customers’ current and likely future needs.
  • Profitability is essential in the competitive road freight industry because profit sustains and allows the business to grow.
  • Marketing activity must therefore contribute to profitability.
  • Main topics covered:
  • SWOT analysis
  • The marketing mix
  • Product life cycles
  • Market segmentation
  • Marketing research
  • Public relations
  • Sales