|Author :||Jae K. Shim, Ph.D., CPA|
|CPE Credits :||10.0|
|IRS Credits :||0|
|Passing Score :||70%|
|Primary Subject-Field Of Study:||
Communications and Marketing - Communications and Marketing for Course Id 1361
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|
|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 :||
2. Identify the four P’s of the marketing mix.
3. Define customer relationship management (CRM).
2. Recognize different techniques for gathering data for marketing research.
2. Identify some characteristics of market segmentation.
2. Recognize procedures to evaluate cost-profit decisions.
2. Identify some factors driving the increased power of consumers.
3. Identify some of the protection services available to the consumer.
2. Identify different degrees of branding familiarity.
3. Recognize uses and characteristics of labeling.
2. Recognize the use of discount and allowances.
2. Recognize the concept of non-price competition.
3. Identify the behavioral aspects of pricing decisions.
2. Recognize how promotional factors affect profitability.
2. Explain when advertising is most effective.
2. Identify components of an overall personal selling effort.
3. Recognize methods for developing a plan for compensation.
2. Identify examples of sales compensation packages.
2. Recognize characteristics of multi-line stores.
3. Recognize different retailing trends.
2. Differentiate among some special-function intermediaries.
2. Recognize the motivation of industrial buyers.
2. Identify the retailers approach to channel leadership.
2. Define the unique characteristics of services – the four “i”s.
2. Identify international financial sources.
3. Recognize future trends in international marketing.
2. Identify the components of a targeted marketing program.
3. Recognize the importance of forecasts to the marketing planning process.
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
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
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
A Market Defined
Some Characteristics of Market Segmentation
Total Product-Line Strategy
Chapter 3 Review Questions
Chapter 4: Marketing Costs versus Marketing Strategies
Cost as a Marketing Variable
A Single Process Function
Economies of Scale
Chapter 4 Review Questions
Chapter 5: The Consumer as a Variable
Chapter 5 Review Questions
Chapter 6: Consumer Motivation
Needs and Wants
Protection of the Consumer
Chapter 6 Review Questions
Chapter 7: Product as a Variable
Chapter 7 Review Questions
Chapter 8: Product Planning
Product Planning and Development
Product Life Cycles
Organization for New-Product Development
Will the Real Product Come Forward
Chapter 8 Review Questions
Chapter 9: Product Identification and Consumer Response
Importance of Brands
Chapter 9 Review Questions
Chapter 10: Pricing and Price Theory
What is a Price?
Price, Value, and Utility
Chapter 10 Review Questions
Chapter 11: Pricing Patterns and Objectives
Discount and Allowances
Price Techniques of Retailers
Pricing by Manufacturers
Chapter 11 Review Questions
Chapter 12: Pricing and Business Decisions
Cost-Oriented Price Determination
Demand-Oriented Price Determination
Pricing in Big Business
Who is Responsible for Pricing Decisions?
Chapter 12 Review Questions
Chapter 13: Promotional Decisions and Demand Stimulation
Promotion as a Marketing Variable
How Much to Spend on Promotion?
The Promotional Decision Quandary
Chapter 13 Review Questions
Chapter 14: Advertising
Ad Spending by Media
The Advertising Program
When Advertising is most Effective
Advertising Communicates a Message
Chapter 14 Review Questions
Chapter 15: Personal Selling and Sales Promotion
The Selling Function
Using Personal Selling Effectively
Assessing a Salesperson’s Performance
Evaluating the Overall Personal Selling Effort
Chapter 15 Review Questions
Chapter 16: Sales Force Management
Managing the Sales Force
Chapter 16 Review Questions
Chapter 17: Retailing
Nature of Retailing
Retailing Trends - a Final Word
Chapter 17 Review Questions
Chapter 18: Physical Distribution and Channel Selection: Part I
Basic Channel Choices
Chapter 18 Review Questions
Chapter 19: Physical Distribution and Channel Selection: Part II
Nature of Industrial Goods
Typical Industrial Goods Channels
The Manufacturer-Intermediary Relationship
Chapter 19 Review Questions
Chapter 20: The Channel Functions
A Functional View of Channel Operations
Chapter 20 Review Questions
Chapter 21: Marketing Services
The Four “P”s of Services
Service Strategy and Tactics
Chapter 21 Review Questions
Chapter 22: International Marketing
Universality of Marketing Principles
An International Marketing Mix
Activities without Foreign Management
Foreign Investment with Management Involvement
International Financial Sources
International Market Data
Chapter 22 Review Questions
Chapter 23: Marketing Information Systems
Sales Force Automation
Inputs to the Marketing MIS
Marketing MIS Subsystems and Outputs
Chapter 23 Review Questions
Chapter 24: Implementing Interactive and Multichannel Marketing
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