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Course Details

Marketing: Mastering the Process - v07 (Course Id 1361)

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Author : Jae K. Shim, Ph.D., CPA
Status : Production
CPE Credits : 10.0
IRS Credits : 0
Price : $89.95
Passing Score : 70%
NASBA Technical: No
Primary Subject-Field Of Study:

Marketing - Marketing for Course Id 1361

Description :

This Mastering the Marketing Process CPE course teaches you key components of marketing strategy and tactics including: identification, analysis and selection of target markets; development of product/service lines; pricing; distribution systems; advertising and promotions; service marketing; and international marketing. Major forces impacting marketing strategy are discussed, such as consumer behavior, completion, and regulating forces. Also covered are marketing information systems, search-related marketing, interactive marketing and E-commerce, and multichannel marketing.

Usage Rank : 0
Release : 2017
Version : 1.0
Prerequisites : None.
Experience Level : Overview
Additional Contents : Complete, no additional material needed.
Additional Links :
Advance Preparation : None.
Delivery Method : Self-Study
Intended Participants : Anyone needing Continuing Professional Education (CPE).
Revision Date : 13-Apr-2018
NASBA Course Declaration : Participants must complete the final examination within one year of purchase and with a minimum passing grade of 70% or better to receive CPE credit unless otherwise noted on the Course History page (i.e. California Ethics must score 90% or better). After logging in click on the Course History links on your My Courses page for the Begin date and Expire date for the Final Exam.
Approved Audience :

NASBA QAS - NASBA Registry - 1361

Keywords : Marketing, Marketing, Mastering, Process, v07, cpe, cpa, online course
Learning Objectives :

Chapter 1
Introduction to Marketing

After completing this chapter, you should be able to:
    1. Recognize the definition of the marketing management concept.
    2. Identify the four Ps of the marketing mix.
    3. Define customer relationship management (CRM).

Chapter 2
Marketing Research

After completing this chapter, you should be able to:
    1. Identify the nature of marketing research.
    2. Recognize different techniques for gathering data for marketing research.

Chapter 3
The Consumer and the Market

After completing this chapter, you should be able to:
    1. Recognize necessary components in the definition of a market.
    2. Identify some characteristics of market segmentation.

Chapter 4
Marketing Costs versus Marketing Strategies

After completing this chapter, you should be able to:
    1. Identify the advantages of a full-line competitor.
    2. Recognize procedures to evaluate cost-profit decisions.

Chapter 5
The Consumer as a Variable

After completing this chapter, you should be able to:
    1. Identify characteristics of group behavior.

Chapter 6
Consumer Motivation

After completing this chapter, you should be able to:
    1. Recognize theories used to determine the needs and wants of consumers.
    2. Identify some factors driving the increased power of consumers.
    3. Identify some of the protection services available to the consumer.

Chapter 7
Product as a Variable

After completing this chapter, you should be able to:
    1. Recognize different classifications of consumer goods.

Chapter 8
Product Planning

After completing this chapter, you should be able to:
    1. Recognize the characteristics of good planning and development to help avoid product failure.

Chapter 9
Product Identification and Consumer Response

After completing this chapter, you should be able to:
    1. Recognize some characteristics of good branding.
    2. Identify different degrees of branding familiarity.
    3. Recognize uses and characteristics of labeling.

Chapter 10
Pricing and Price Theory

After completing this chapter, you should be able to:
    1. Recognize the price determination power of consumers.

Chapter 11
Pricing Patterns and Objectives

After completing this chapter, you should be able to:
    1. Identify how the concept of price elasticity affects sales and pricing decisions.
    2. Recognize the use of discount and allowances.

Chapter 12
Pricing and Business Decisions

After completing this chapter, you should be able to:
    1. Identify traits of different pricing approaches.
    2. Recognize the concept of non-price competition.
    3. Identify the behavioral aspects of pricing decisions.

Chapter 13
Promotional Decisions and Demand Stimulation

After completing this chapter, you should be able to:
    1. Recognize components of the promotional mix.
    2. Recognize how promotional factors affect profitability.

Chapter 14
Advertising

After completing this chapter, you should be able to:
    1. Identify advertising objectives.
    2. Explain when advertising is most effective.

Chapter 15
Personal Selling and Sales Promotion

After completing this chapter, you should be able to:
    1. Recognize the effective use of personal selling.
    2. Identify components of an overall personal selling effort.
    3. Recognize methods for developing a plan for compensation.

Chapter 16
Sales Force Management

After completing this chapter, you should be able to:
    1. Recognize guidelines used to manage the sales force.
    2. Identify examples of sales compensation packages.

Chapter 17
Retailing

After completing this chapter, you should be able to:
    1. Identify advantages of different retail organizations.
    2. Recognize characteristics of multi-line stores.
    3. Recognize different retailing trends.

Chapter 18
Physical Distribution and Channel Selection: Part I

After completing this chapter, you should be able to:
    1. Identify different wholesaler classifications.
    2. Differentiate among some special-function intermediaries.

Chapter 19
Physical Distribution and Channel Selection: Part II

After completing this chapter, you should be able to:
    1. Recognize classifications of industrial goods.
    2. Recognize the motivation of industrial buyers.

Chapter 20
The Channel Functions

After reading this chapter you will be able to:
    1. Recognize some of the functional aspects of channel operations.
    2. Identify the retailers approach to channel leadership.

Chapter 21
Marketing Services

After completing this chapter, you should be able to:
    1. Recognize attributes of the service marketing process.
    2. Define the unique characteristics of services the four is.

Chapter 22
International Marketing

After completing this chapter, you should be able to:
    1. Recognize components of an international marketing plan.
    2. Identify international financial sources.
    3. Recognize future trends in international marketing.

Chapter 23
Marketing Information Systems

After completing this chapter, you should be able to:
    1. Recognize marketing information system and its components.
    2. Identify the components of a targeted marketing program.
    3. Recognize the importance of forecasts to the marketing planning process.

Chapter 24
Implementing Interactive and Multichannel Marketing

After completing this chapter, you should be able to:
    1. Identify how interactive marketing creates customer value, customer relationships, and customer experiences.
    2. Identify elements of online commerce that create consumer value.
    3. Recognize attributes of multichannel marketing and how it is used to more effectively reach consumers.
Course Contents :

Chapter 1:    Introduction to Marketing

Learning Objective

Marketing Defined

The Economic Impact of Marketing

Basic Economic Functions

The Marketing Management Concept

The Target Market

The Marketing Mix

Universal Functions of Marketing

The Marketing Program: How Customer Relationships Are Built

How Marketing Became So Important

Customer Relationship Management Systems (CRM)

Chapter 1 Review Questions

Chapter 2:    Marketing Research

Learning Objective

Nature of Marketing Research

Motivation or Qualitative Research

Limitations of Marketing Research

Marketing Information Systems

Planning Market Research

Chapter 2 Review Questions

Chapter 3:    The Consumer and the Market

Learning Objective

A Market Defined

Expenditure Variations

Some Characteristics of Market Segmentation

Total Product-Line Strategy

Chapter 3 Review Questions


Chapter 4:    Marketing Costs versus Marketing Strategies

Learning Objective

Cost as a Marketing Variable

A Single Process Function

Economies of Scale

Profit Standards

Chapter 4 Review Questions

Chapter 5:    The Consumer as a Variable

Learning Objective

Consumer Response

Chapter 5 Review Questions

Chapter 6:    Consumer Motivation

Learning Objective

Needs and Wants

Protection of the Consumer

Chapter 6 Review Questions

Chapter 7:    Product as a Variable

Learning Objective

Product Defined

Product Classifications

Chapter 7 Review Questions

Chapter 8:    Product Planning

Learning Objective

Product Planning and Development

Product Life Cycles

Organization for New-Product Development

Product Features

Will the Real Product Come Forward

Chapter 8 Review Questions

Chapter 9:    Product Identification and Consumer Response

Learning Objective

Importance of Brands

Brand Familiarity

Chapter 9 Review Questions

Chapter 10:    Pricing and Price Theory

Learning Objective

What is a Price?

Price, Value, and Utility

Chapter 10 Review Questions

Chapter 11:    Pricing Patterns and Objectives

Learning Objective

List Price

Discount and Allowances

Price Techniques of Retailers

Pricing by Manufacturers

Consumer Choice

Chapter 11 Review Questions

Chapter 12:    Pricing and Business Decisions

Learning Objective

Cost-Oriented Price Determination

Demand-Oriented Price Determination

Non-Price Competition

Psychological Pricing

Pricing in Big Business

Who is Responsible for Pricing Decisions?

Chapter 12 Review Questions

Chapter 13:    Promotional Decisions and Demand Stimulation

Learning Objective

Promotion as a Marketing Variable

How Much to Spend on Promotion?

Practical Methods

The Promotional Decision Quandary

Chapter 13 Review Questions

Chapter 14:    Advertising

Learning Objective

Ad Spending by Media

Advertising Objectives

Media Selection

Media Evaluation

The Advertising Program

Advertising Agencies

When Advertising is most Effective

Advertising Communicates a Message

Online Advertisements

Chapter 14 Review Questions

Chapter 15:    Personal Selling and Sales Promotion

Learning Objective

The Selling Function

Compensation

Using Personal Selling Effectively

Assessing a Salespersons Performance

Evaluating the Overall Personal Selling Effort

Chapter 15 Review Questions

Chapter 16:    Sales Force Management

Learning Objective

Managing the Sales Force

Chapter 16 Review Questions

Chapter 17:    Retailing

Learning Objective

Nature of Retailing

Retailing Trends - a Final Word

Chapter 17 Review Questions

Chapter 18:    Physical Distribution and Channel Selection: Part I

Learning Objective

Basic Channel Choices

Chapter 18 Review Questions

Chapter 19:    Physical Distribution and Channel Selection: Part II

Learning Objective

Nature of Industrial Goods

Typical Industrial Goods Channels

Market Coverage

The Manufacturer-Intermediary Relationship

Channel Questions

Chapter 19 Review Questions

Chapter 20:    The Channel Functions

Learning Objective

A Functional View of Channel Operations

Chapter 20 Review Questions

Chapter 21:    Marketing Services

Learning Objective

Service Marketing

The Four Ps of Services

Service Strategy and Tactics

Chapter 21 Review Questions

Chapter 22:    International Marketing

Learning Objective

Universality of Marketing Principles

An International Marketing Mix

Activities without Foreign Management

Foreign Investment with Management Involvement

International Financial Sources

International Market Data

Evaluating Markets

The Future

Chapter 22 Review Questions

Chapter 23:    Marketing Information Systems

Learning Objective

Interactive Marketing

Targeted Marketing

Sales Force Automation

Inputs to the Marketing MIS

Marketing MIS Subsystems and Outputs

Chapter 23 Review Questions

Chapter 24:    Implementing Interactive and Multichannel Marketing

Learning Objective

Customer Value Creation

Interactivity, Individuality, and Customer Relationships Online

Multichannel Marketing to the Online Consumer

Tips for Internet Marketing and E-Commerce

Chapter 24 Review Questions

Glossary

CPE Marketing Course: https://www.cpethink.com/marketing-cpa-courses
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