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Course Revision

LECTURE-32. Course Revision . LECTURE-1. Marketing: Creating and Capturing Customer Value. Topic Outline. What Is Marketing? Marketing process Understanding the Marketplace and Customer Needs. Marketing Process. LECTURE-2. Marketing: Creating and Capturing Customer Value.

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Course Revision

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  1. LECTURE-32 Course Revision

  2. LECTURE-1 Marketing: Creating and Capturing Customer Value

  3. Topic Outline What Is Marketing? Marketing process Understanding the Marketplace and Customer Needs

  4. Marketing Process

  5. LECTURE-2 Marketing: Creating and Capturing Customer Value

  6. Topic Outline What Is Marketing Management? Designing a Customer-Driven Marketing Strategy Preparing an Integrated Marketing Plan and Program Building Customer Relationships Capturing Value from Customers The Changing Marketing Landscape

  7. Designing a Customer-Driven Marketing Strategy Marketing Management Orientations

  8. LECTURE-3 Company and Marketing StrategyPartnering to Build Customer Relationships

  9. Companywide Strategic Planning: Defining Marketing’s Role Planning Marketing: Partnering to Build Customer Relationships Marketing Strategy and the Marketing Mix Topic Outline

  10. Companywide Strategic Planning Steps in Strategic Planning

  11. LECTURE-4 Developing Marketing Strategies and Plans

  12. How is strategic planning carried out at different levels of the organization? What does a marketing plan include? Managing the Marketing Effort Measuring and Managing Return on Marketing Investment Topic Outline

  13. Marketing Strategy and the Marketing Mix

  14. LECTURE-5 Analyzing the Marketing Environment

  15. Analyzing The Marketing Environment The Company’s Micro-environment The Company’s Macro-environment Responding to the Marketing Environment Topic Outline

  16. The Company’s Microenvironment Actors in the Microenvironment

  17. LECTURE-6 Managing Marketing Information to Gain Customer InsightsPart-1

  18. Marketing Information and Customer Insights Assessing Marketing Information Needs Developing Marketing Information Marketing Research Analyzing and Using Marketing Information Other Marketing Information Considerations Topic Outline

  19. Marketing Information System

  20. LECTURE-7 Managing Marketing Information to Gain Customer InsightsPart-2

  21. Developing Marketing Information Marketing Research Implementing the Research Plan

  22. LECTURE-8 Consumer Markets and Consumer Buyer Behavior(Part-1)

  23. Model of Consumer Behavior Characteristics Affecting Consumer Behavior Types of Buying Decision Behavior The Buyer Decision Process The Buyer Decision Process for New Products Topic Outline

  24. Consumer Buying Process Problem recognition Information search Evaluation of alternatives Purchase decision Post purchase behavior

  25. LECTURE-9 Consumer Markets and Consumer Buyer Behavior(Part-2)

  26. Characteristics Affecting Consumer Behavior SELF ACTUALIZATION • Maslow’s • Hierarchy of Needs ESTEEM NEEDS Prestige LOVE, AFFECTION, AND BELONGINGNESS NEEDS SAFETY NEEDS Security and Safety PHYSIOLOGICAL OR SURVIVAL NEEDS Food, Water, Warmth, Rest

  27. LECTURE-10 Business Markets and Business Buying Behavior

  28. Business Markets Business Buyer Behavior The Business Buying Process E-Procurement: Buying on the Internet Institutional and Government Markets Topic Outline

  29. Business Buyer Behavior The Buying Process

  30. LECTURE-11 Customer-Driven Marketing Strategy

  31. Market Segmentation Topic Outline

  32. Market Segmentation

  33. LECTURE-12 Creating Value for Target Customers

  34. Market Targeting Differentiation and Positioning Topic Outline

  35. Differentiation and Positioning Identifying a set of possible competitive advantages to build a position by providing superior value from: Choosing a Differentiation and Positioning Strategy

  36. LECTURE-13 Product And Services

  37. Product, Services, and Experiences Product and Services Decisions Services Marketing Topic Outline

  38. What Is a Product? Levels of Product and Services

  39. LECTURE-14 Brand, Branding And Building Customer Value

  40. Brand Branding Branding Strategy: Building Strong Brands Topic Outline

  41. Branding Strategy: Building Strong Brands

  42. LECTURE-15 New-Product Development and Product Life-Cycle Strategies

  43. New-Product Development Strategy New-Product Development Process Managing New-Product Development Product Life-Cycle Strategies Additional Product and Service Considerations Topic Outline

  44. New-Product Development Process Major Stages in New-Product Development

  45. LECTURE-16 Pricing:Understanding and Capturing Customer Value

  46. What Is a Price? Major Pricing Strategies Other Internal and External Considerations Affecting Price Decisions Topic Outline

  47. Major Pricing Strategies Customer Value-Based Pricing

  48. LECTURE-17 Pricing Strategies

  49. New-Product Pricing Strategies Product Mix Pricing Strategies Price Adjustment Strategies Price Changes Public Policy and Marketing Topic Outline

  50. Product Mix Pricing Strategies

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