Please create a study guide for the following topics Topic 1: “In the Beginning”

Please create a study guide for the following topics
Topic 1: “In the Beginning”: The Marketing Concept, Brand Advertising, Interactive Direct Marketing
• Advertising Age among others has demonstrated that we each get over 3,000 marketing messages a day. So what does that mean to the professional marketer and what is the response?
• Understanding the basics of marketing is the first step to understanding interactive integrated marketing.
Topic 2: Understanding The Uniqueness Of Integrated Interactive Marketing
Direct Marketing Defined: “Direct Marketing is an interactive system of marketing which uses one or more advertising media to affect a measurable response and/or transaction at any location, with this activity stored on a database.”
• Understanding the rule of 60:20:20:: List (market): Creative: Offer.
TOPIC 1: A quick review of Marketing Principles.
How does the “Marketing Concept” & macro-economic situations impact on direct marketing strategies.
Define and explain the core marketing issues of:
1. The marketing concept, sales concept, product concept
2. The marketing mix, involving the traditional “4 P’s”, as well as the 5th “P” (what is the 5th “P”).
3. The macro environmental situation (things beyond the marketer’s control)
4. Consumer-centric marketing ;The marketing concept.
5. Consumer behavior motivation related to Maslow and others. How does Maslow’s needs structure explain both consumer and business-to-business (b2b) marketing strategies. [Assume you are the marketing manager for the NY Yankees: how can you apply all of Maslow needs to your marketing strategy targeting both b2b and consumer markets.]
6. What is segmentation and how does the marketer use it.
7. How do qualitative and quantitative market research differ?
8. Consumer behavior is a complex issue highlighted by psychological considerations. Psychology & Marketing: Maslow and others
9. Unique Selling Proposition (USP)
10. Features vs. benefits
11. Disintermediation and Reintermediation
12. Customization and customer-ization.
13. Pure click vs. click & mortar
14. LTV and customer profitability
15. Similarities and differences between B2C and B2B buying processes and motivations.
16. Target Marketing?
17. Aggregation marketing?