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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% |
| Course Type: | NASBA QAS - Text - NASBA Registry |
| Primary Subject-Field Of Study: | Communications and Marketing - Communications and 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 : |
The 6 M’s of Mastering Your Integrated Marketing Campaign
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| Advance Preparation : | None. |
| Delivery Method : | Self-Study |
| Intended Participants : | Anyone needing Continuing Professional Education (CPE). |
| Revision Date : | 13-Oct-2019 |
| 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 - Text - NASBA Registry - 1361 |
| Keywords : | Marketing, Marketing, Mastering, Process, v07, cpe, cpa, online course |
| Learning Objectives : |
Chapter 1
2. Identify the four P’s of the marketing mix. 3. Define customer relationship management (CRM). Chapter 2
2. Recognize different techniques for gathering data for marketing research. Chapter 3
2. Identify some characteristics of market segmentation. Chapter 4
2. Recognize procedures to evaluate cost-profit decisions. Chapter 5
Chapter 6
2. Identify some factors driving the increased power of consumers. 3. Identify some of the protection services available to the consumer. Chapter 7
Chapter 8
Chapter 9
2. Identify different degrees of branding familiarity. 3. Recognize uses and characteristics of labeling. Chapter 10
Chapter 11
2. Recognize the use of discount and allowances. Chapter 12
2. Recognize the concept of non-price competition. 3. Identify the behavioral aspects of pricing decisions. Chapter 13
2. Recognize how promotional factors affect profitability. Chapter 14
2. Explain when advertising is most effective. Chapter 15
2. Identify components of an overall personal selling effort. 3. Recognize methods for developing a plan for compensation. Chapter 16
2. Identify examples of sales compensation packages. Chapter 17
2. Recognize characteristics of multi-line stores. 3. Recognize different retailing trends. Chapter 18
2. Differentiate among some special-function intermediaries. Chapter 19
2. Recognize the motivation of industrial buyers. Chapter 20
2. Identify the retailers approach to channel leadership. Chapter 21
2. Define the unique characteristics of services – the four “i”s. Chapter 22
2. Identify international financial sources. 3. Recognize future trends in international marketing. Chapter 23
2. Identify the components of a targeted marketing program. 3. Recognize the importance of forecasts to the marketing planning process. Chapter 24
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 Salesperson’s 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 “P”s 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 |
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