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Topics

Activities

Marketing planning

	Marketing
	The business plan
	The marketing plan
	Marketing goals	Psychographics
	The SWOT analysis	New business opportunities Your own SWOT analysis
	Marketing segmentation
	Implementation, evaluation and control
	Advertising strategy

Market analysis and research

Researching the market

	Marketing information approach
	Types of market research	Secondary external research Sources of secondary external material
	Survey techniques
	Customer satisfaction survey	Customer satisfaction survey Interviewer influence
	Competitor analysis
	Observational research
	'Grass roots' information systems

The marketing mix

	Product
	Price
	Place	Place strategies Place and the Internet
	Promotion	Television commercials

Evaluation

	The marketing audit	Accounting packages
	Analysis of sales volume	Sales targets and demand fluctuations
	Sales by products
	Test marketing
	Customer satisfaction	Customer dissatisfaction

Self tests

	Marketing planning
	Market analysis and research
	The marketing mix
	Evaluation