Essentials of Marketing (CPE Course)

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Revenue Management

CPE Credit: 10 hours

Course Type: Downloaded PDF materials with online test

Price (with PDF Textbook): $70

Course Description
The proper use of marketing tools can greatly enhance the sales and profits of a business – but if not applied correctly, marketing activities can drain away a firm’s profits. In the Essentials of Marketing course, we show how to create a well-designed marketing strategy, develop products that customers want, set prices, design distribution channels, and develop effective promotions. We also describe how to budget for marketing and measure its results. In short, this course is intended to provide the framework for the creation of an effective marketing function.

Author: Steven Bragg

Course Number: MA0001

Table of Contents
Chapter 1. Overview of Marketing
Chapter 2. Marketing Information
Chapter 3. Customer Behavior
Chapter 4. Elements of Customer Value Enhancement
Chapter 5. New Product Development
Chapter 6. Product Pricing Concepts
Chapter 7. Distribution Channels
Chapter 8. Promotions
Chapter 9. The Sales and Marketing Budget
Chapter 10. Marketing Metrics

Learning Objectives

  • Identify the different types of marketing strategies.

  • Specify the requirements for a marketing strategy.

  • Describe the ways in which sales can be increased within an existing market.

  • Identify the contents of a user profile.

  • Specify what causes an identified market segment to be abandoned.

  • Identify the characteristics of brand equity.

  • Recall how to manage requests for marketing research.

  • Specify the sources of marketing data.

  • Describe the contents of Maslow’s hierarchy of needs.

  • Specify how to deal with different types of buyer behavior.

  • Specify how to improve the rate of buyer acceptance of new products.

  • Recall how purchasing decisions for business buyers differ from those for individuals.

  • Recall the marketing issues associated with product lines.

  • Specify when it is most necessary to use test marketing.

  • Identify the process used to develop a product using target costing.

  • Recall how strategic experiments are used in new product development.

  • Recall the advantages and disadvantages of using different types of pricing methods, as well as how they are used.

  • Specify the nature of revenue management tactics, and when they should be used.

  • Identify the economics of using wholesalers and retailers in a distribution channel.

  • Recall the nature of a horizontal channel.

  • Specify the advantages and disadvantages of using channel partners.

  • Identify the value proposition presented by a wholesaler.

  • Recall the differences between omnichannel and multi-channel retailing systems.

  • Specify the characteristics of the different types of stores and when each one should be used.

  • Identify the situations in which shoppers prefer to shop in stores.

  • Recall the success factors for a direct marketer.

  • Specify the different types of advertising.

  • Identify the advantages and disadvantages of advertising, public relations, and digital marketing.

  • Recall the situations in which promotions should be used.

  • Specify the characteristics of a guerrilla marketing campaign.

  • Identify the direct causes of a change in revenue.

  • Recall the types of sales and marketing budgeting formats that can be used.

  • Specify the methods used to derive a budgeted advertising expenditure level.

  • Identify how pacing applies to the sales function of a business.

  • Recall the situations in which the various marketing metrics can be used, and how they are calculated.

Level: Overview

Instructional Method: QAS Self-Study

NASBA Category: Communications and Marketing

Prerequisites: None

Advance Preparation: None

Latest Review Date: March 2023

Program Registration Requirements: Click on "Purchase Course" near the top of this page to pay for and access the course. You will then be able to download the course as a PDF file, then take an on-line examination, and then download a certificate of completion if you pass the examination.

Program Refund Policy: For more information regarding administrative policies concerning complaints, refunds, and other matters, see our policies page.

AccountingTools, Inc. is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have the final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.nasbaregistry.org.

The NASBA sponsor identification number for Accountingtools, Inc. is 115881.

AccountingTools is an IRS Approved Continuing Education Provider. We are compliant with the requirements for continuing education providers (as described in sections 10.6 and 10.9 of the Department of Treasury’s Circular No. 230 and in other IRS guidance, forms, and instructions). Our IRS Approved Continuing Education Provider number is 72821.