After studying this chapter you will be able to understand: Marketing: creating and capturing customer value, company and marketing strategy partnering to build customer relationships, developing marketing strategies and plans, analyzing the marketing environment, managing marketing information to gain customer insights,...
LECTURE32 Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 11- 11 LECTURE1 Marketing: Creating and Capturing Customer Value Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 11- 22 Topic Outline § What Is Marketing? § Marketing process Đ Understanding the Marketplace and Customer Needs Copyright â 2012 Pearson Education, Inc Publishing as Prentice Hall 1- Marketing Process Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- LECTURE2 Marketing: Creating and Capturing Customer Value Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 11- 55 § § § Topic Management? Outline What Is Marketing Designing a Customer-Driven Marketing Strategy Preparing an Integrated Marketing Plan and Program § Building Customer Relationships § Capturing Value from Customers Đ The Changing Marketing Landscape Copyright â 2012 Pearson Education, Inc Publishing as Prentice Hall 1- Designing a CustomerDriven Marketing Strategy • Marketing Management Orientations Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- LECTURE3 Company and Marketing Strategy Partnering to Build Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 11- 88 • • • Topic Outline Companywide Strategic Planning: Defining Marketing’s Role Planning Marketing: Partnering to Build Customer Relationships Marketing Strategy and the Marketing Mix Copyright © 2012 Pearson Education, Inc • Publishing as Prentice Hall 1- Companywide Strategic Planning Steps in Strategic Planning Copyright â 2012 Pearson Education, Inc Publishing as Prentice Hall 1- 10 • Topic Outline § The New Direct-Marketing Model § Growth and Benefits of Direct Marketing § Customer Databases and Direct Marketing § Forms of Direct Marketing Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- 79 Forms of Direct Marketing Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- 80 LECTURE28 Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 11- 81 81 Topic Outline Đ Online Marketing § Setting up an Online Marketing Presence § Public Policy Issues in Direct Marketing Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- 82 Roles Played By The Internet Shifting Power Lower Operating Costs Lower Cost of Entry Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Being Accessible Internet Roles Providing Extensive Range of Info Fast, Worldwide Coverage 1- 83 LECTURE29 Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 11- 84 84 • Topic Outline § Competitor Analysis § Competitive Strategies § Balancing Customer and Competitor Orientations Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- 85 Competitor Analysis Competitor analysis is the process of identifying, assessing, and selecting key competitors Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- 86 LECTURE30 Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 11- 87 87 • Topic Outline § Global Marketing Today § Looking at the Global Marketing Environment § Deciding Whether to Go Global § Deciding Which Markets to Enter § Deciding How to Enter the Market § Deciding on the Global Marketing Program § Deciding on the Global Marketing Organization Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- 88 Deciding How to Enter the Market Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- 89 LECTURE31 Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 11- 90 90 • Topic Outline § Sustainable Marketing § Social Criticisms of Marketing § Consumer Actions to Promote Sustainable Marketing § Business Actions Toward Sustainable Marketing § Marketing Ethics § The Sustainable Company Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- 91 Social Criticisms of Marketing • Marketing’s Impact on Individual Consumers Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- 92 The End "When a man is willing and eager, the Gods join in." - Aeschylus Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- 93 ... Prentice Hall 1- 16 LECTURE 6 Managing Marketing Information to Gain Customer Insights Part-1 Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1 1- 17 17 Topic Outline Đ Marketing. .. Hall Part-2 1 1- 20 20 Developing Marketing Information • Marketing Research • Implementing the Research Plan Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- 21 LECTURE 8... Inc Publishing as Prentice Hall 1 1- 55 § § § Topic Management? Outline What Is Marketing Designing a Customer-Driven Marketing Strategy Preparing an Integrated Marketing Plan and Program § Building