Market Segmentation
An introduction to market segmentation and some bases for segmenting consumer markets and business markets.

The Marketing Mix
Diagram of the 4 P's of marketing (product, price, place, and promotion) and a list of some of the decisions to made for each.

The Product Life Cycle
An overview of the product life cycle and marketing mix decisions for each stage.

The Product Diffusion Curve
Shows the bell-shaped curve describing product diffusion and the different groups of consumers that can be characterized by the curve.

Positioning
Al Ries and Jack Trout popularized the concept of product positioning. This is a summary of the ideas put forth in their marketing classic, Positioning: The Battle for Your Mind.

Marketing Warfare
A summary of Al Ries and Jack Trout's marketing bestseller viewing marketing from a military perspective. Principles of offensive, defensive, flanking, and guerrilla marketing strategies are presented.

Market Share
Calculating market share, reasons to increase market share, drivers of market share, and why a firm might not want to increase market share.

Marketing Strategy
Overview of marketing strategy issues, strategic decision making using marketing research results, multi-product resource allocation, product diffusion, and product management strategies.

Marketing Research
Marketing research, including problem definition, research design, data types and sources, sampling plan, data collection, data analysis, and reporting of the results.

Questionnaire Design
Covers the questionnaire design process for the marketing survey, including question structure and wording, response types, question order, and the testing of the questionnaire.

Conjoint Analysis
A brief introduction to conjoint analysis, including how it can improve the accuracy of determining consumer preferences and the steps involved.