Know the definitions, be able to differentiate among concepts and terms. Associate terms with examples. Don’t confuse street language with appropriate marketing terminology. Read all chapters thoroughly.
Chapter 1
Marketing definition and its focus
Target market
Exchange concept
Marketing concept
Marketing strategy
Marketing mix – know all aspects
Market opportunity
Marketing environment definition and components
Customer relationship
Marketing management Effectiveness and efficiency
What is value?
Relationship marketing
Chapter 2
Strategic planning – understand the process
Mission statement
Marketing strategy
Market opportunity
Marketing plan
Core competencies
Competitive advantage
SWOT analysis,