INTRODUCTION MARKETING BASICS 1 The marketing mix 1 A The Ps B Marketing a new product 2 The marketing mix 2 A The four Cs, As and Os B AIDA 3 SWOT analysis A SWOT analysis B SWOT and marketing strategy 4 Marketing strategy and the marketing plan A Marketing strategy vs. marketing plan B Developing the marketing plan 5 Marketing ethics A Social marketing B Corporate social responsibility (CSR) 6 The market environment A The micro environment B The macro environment: STEP analysis 7 Legal aspects of marketing A Legal definitions B Legal problems C The Consumer Protection Act RESEARCH 8 Research 1 A Types of research B Research methodology 9 Research 2 A Describing survey results B Understanding trends and changes PRODUCT 10 New product development 1 A Idea generation B Idea screening C Concept development and testing D Marketing strategy and business analysis 11 New product development 2 A Workflow B Product development and optimization C Test marketing D Commercialization 12 Brainstorming A The brainstorming session B Brainstorming techniques C Suggesting and building on ideas 13 Product and service types A Product types B Word combinations with 'goods' and'products' C Types of service 14 Product life cycles A The Boston Consulting Group Matrix B Inside the Boston Box 15 Selling products and services A The seller B The purchaser C Selling a service POSITIONING AND BRANDING 16 Branding 1 A What is a brand? B Branding C Word combinations with 'brand' ……
摘要
Legal definitions The World Intellectual Property Organization gives the following definitions: Intellectual property refers to creations of the mind: inventions, literary and artistic works, and symbols, names, images and designs used in commerce. Intellectual property is divided into two categories: 1 Industrial property includes patents, which give the exclusive right to make, use and sell an invention in a given geographical area; trademarks （words or symbols that differentiate a company）; and industrial designs. A granted patent gives patent protection for 20 years in the UK. After that time you must renew the patent. In order to trademark, or register your trademark, you will need to complete a registration process. 2 Copyright protects literary and artistic works. Copyright protected work includes novels, plays, films, musical works, artistic works such as drawings, photographs, and architectural designs. Copyright protected work is said to be subject to copyright. Note: The copyright symbol: The trademark symbol: TM The registered trademark symbol: Legal problems Legal problems may arise if another person has used copyright protected work without the copyright owner's （or holder's） permission. The UK Patent Office says: 'Intellectual property （IP） crimes include counterfeiting and piracy. Counterfeiting is deliberate or wilful trademark infringement and piracy is wilful copyright infringement. Infringement means reproducing copyrighted work without permission from the IP owner.' If a trademark or copyright holder believes that another person has made unauthorized use of a trademark or copyright, then this may lead to a lawsuit, where one company takes another to court to enforce the trademark or copyright. The infringer, the person who has broken the copyright, may have to pay damages ……
