The Marketing Study Brief provides an introduction to marketing concepts and practices. It is intended as a quick reference for students of business or marketing as well as business professionals, including employees, team leaders and managers. This Study Brief contains a short introduction, key terms and definitions, and an overview of the four P's of marketing: product, price, place and promotion. With a need-to-know focus, this outline collects a wealth of important and useful reference information about marketing in a concise and organized format with helpful charts and real-world examples. The Market section covers target market, market segmentation, the buyer-decision process, product marketing strategies, product differentiation, product positioning and market research. The Product section explains the difference between products and services, discusses types of products, outlines the product life cycle, and describes the stages of new product development, including the adoption process. Branding and packaging are specifically highlighted. The Promotion section covers marketing communication and pricing strategies. Finally the section on Place focuses on marketing and distribution channels. Key concepts related to logistics, retailers and wholesalers are included.
