CSS Business Administration Marketing Syllabus

Marketing syllabus — full chapter and topic list

Expand any chapter to see its topics and sub-topics. This is the whole examinable outline for Marketing in CSS Business Administration, not a summary of it.

1. 1

   Introduction to Marketing

   3 topics

   • Core Marketing Concepts
   • Marketing Management Philosophies
   • Creating Customer Value and Satisfaction
2. 2

   Strategic Marketing and Planning

   3 topics

   • The Marketing Process
   • Marketing Mix and the 4Ps
   • Setting Marketing Goals and Objectives
3. 3

   Analyzing Markets

   4 topics

   • Marketing Environment Analysis
   • Consumer Buying Behavior
   • Business Buyer Behavior
   • Marketing Information and Research
4. 4

   Segmentation, Targeting and Positioning

   3 topics

   • Market Segmentation Bases
   • Market Targeting Strategies
   • Differentiation and Positioning
5. 5

   Product and Brand Management

   4 topics

   • Product Levels and Classifications
   • Product Life Cycle Strategies
   • Branding and Brand Equity
   • New Product Development
6. 6

   Pricing Strategies

   3 topics

   • Pricing Objectives and Approaches
   • New Product Pricing Strategies
   • Price Adjustment Strategies
7. 7

   Distribution and Promotion

   4 topics

   • Marketing Channels and Logistics
   • Retailing and Wholesaling
   • Integrated Marketing Communications
   • Digital and Social Media Marketing

Marketing flashcards for CSS Business Administration

19 of 59 cards from the Marketing deck — real questions with worked answers.

1. What is marketing, in Kotler's definition?

   The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. Simply put: managing profitable customer relationships.

2. Define a 'need' in marketing and give the three types.

   A need is a state of felt deprivation. Three types: physical (food, warmth, safety), social (belonging, affection), and individual (knowledge, self-expression).

3. What is the difference between a need and a want?

   A need is a basic state of felt deprivation; a want is the form a need takes as shaped by culture and individual personality (e.g., need = food, want = a biryani).

4. What turns a want into a 'demand'?

   Demand is a want that is backed by buying power (purchasing ability). Wants become demands when supported by the willingness and ability to pay.

5. Define a 'market offering'.

   Some combination of products, services, information, or experiences offered to a market to satisfy a need or want.

6. What is 'marketing myopia'?

   The mistake of paying more attention to the specific products a company offers than to the benefits and experiences those products produce, focusing on existing wants and losing sight of underlying customer needs.

7. What is an 'exchange' in marketing?

   The act of obtaining a desired object from someone by offering something in return. Marketing consists of actions taken to build and maintain desirable exchange relationships.

8. List the five core marketing concepts/steps in the simple model.

   1) Needs, wants, and demands; 2) Market offerings (products, services, experiences); 3) Value and satisfaction; 4) Exchanges and relationships; 5) Markets.

9. List the five marketing management philosophies (orientations).

   1) Production concept, 2) Product concept, 3) Selling concept, 4) Marketing concept, 5) Societal marketing concept.

10. What is the Production Concept?

    The idea that consumers favor products that are available and highly affordable; management should focus on improving production efficiency and distribution. Risk: marketing myopia.

11. What is the Product Concept?

    The idea that consumers favor products offering the most quality, performance, and features; the organization should devote energy to continuous product improvement.

12. What is the Selling Concept?

    The idea that consumers will not buy enough of the firm's products unless it undertakes a large-scale selling and promotion effort. Typically used for unsought goods.

13. What is the Marketing Concept?

    A philosophy that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors. It is customer-centered ('sense and respond').

14. Contrast the Selling Concept and the Marketing Concept.

    Selling: starts with the factory, focuses on existing products, uses selling/promotion, aims for profit through sales volume (inside-out). Marketing: starts with the market, focuses on customer needs, uses integrated marketing, aims for profit through customer satisfaction (outside-in).

15. What is the Societal Marketing Concept?

    The idea that marketing decisions should balance three considerations: company profits, consumer wants, and society's long-run interests (human welfare).

16. What three considerations must be balanced under the societal marketing concept?

    Company profits, consumer wants/needs, and society's welfare (long-run interests).

17. What is 'customer perceived value'?

    The customer's evaluation of the difference between all the benefits and all the costs of a market offering relative to those of competing offers.

18. What is 'customer satisfaction'?

    The extent to which a product's perceived performance matches a buyer's expectations. Performance below expectations = dissatisfied; meets = satisfied; exceeds = highly satisfied/delighted.

19. What is Customer Relationship Management (CRM) in its broad sense?

    The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.

See more Marketing flashcards →

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