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Marketing Summary
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Table of contentChapter 1 6
1. What is marketing? 6
2. New sense of satisfying customer needs 6
2.1 Marketing Process 6
3. Understanding the market place and customer needs 6
3.1 Customer needs, wants and demands 6
3.2 Market offerings 6
3.3. Customer value and satisfaction 6
3.4 Exchanges and relationships 6
3.5 Markets 6
4 Customer-driven marketing strategy 6
4.1 Selecting customers to serve 6
4.2 Choosing a value proposition 7
4.3 Marketing management orientations 7
5. Building customer relationships 7
5.1 Customer value and satisfaction 7
6. Changing nature of customer relationships 8
6.1 Relating with more carefully selected customers (no mass marketing) 8
6. 2 Relating more deeply and interactively 8
7 Partner relations management 8
7.1 Partners inside the company 8
7.2 Marketing partner outside 8
8 Capturing value from customers 8
8.1 Creating customer loyalty and retention 8
8.2 Building customer equity - right relationships, what to do with each customer? 8
Chapter 2 9
1. Company-wide strategic planning: Defining Marketing’s role 9
1.1 Defining a market-oriented mission 9
1.2 Setting company objectives and goals 9
1.3 Designing the business portfolio 9
2. Planning marketing: Partnering to build customer relationships 13
2.1 Partnering with other company dept. 13
2.2 Partnering with others in the marketing system 13
3. Marketing strategy and the marketing mix 13
3.1 Customer-driven marketing strategy 13
3.2. Developing a integrated marketing mix 14
4. Managing the marketing effort 14
4.1 Marketing analysis 15
4.2 Marketing planning 15
4.3 Marketing Implementation 15
4.4 Marketing department organisation 16
4.5 Marketing Control 16
5. Measuring and managing return on marketing investment 16
Chapter 3 17
1. Microenvironment 17
1.7 Customers 17
2 Macroenvironment 17
2.1 Demography 17
2.2 Economic environment 18
2.3 Natural environment 18
2.4 Technological environment 18
2.5 Political and social environment 18
2.6 cultural environment 18
1
,Chapter 5 19
1 Models of consumer behavior 19
2 Characteristics affecting consumer behavior 19
2.1 Cultural factors 19
2.2 Social factors 19
2.3 Personal factors 21
2.4 Psychological factors 21
2.4.2 Perception 21
2.4.3 Learning 22
2.4.4 Beliefs and attitudes 22
3 Types of buying decision behavior 22
3.1 Complex buying behavior 22
3.2 Dissonance-reducing buying behavior 22
3.3 Habitual buying behavior 22
3.4 Variety-seeking buying behavior 22
4 Buyer decision process 22
4.1 Need recognition 22
4.2. Information search 22
4.2 Evaluation of alternatives 22
4.3 Purchase decision 23
4.4 Post purchase behavior 23
5 Buyer decision process for new products 23
5.1 Individual differences in innovativeness 23
5.3 Influence of product characteristics on rate of adoption 23
Chapter 6 24
1. Business Markets 24
1.1. Demand and structure 24
1.2 Nature of the buying unit 24
1.3 Types of decisions and the decisions process 24
2. Business buyer behavior 24
2.1 Types 24
2.2 Participants in the business buying process 25
2.3 Major influences on business buyers 25
2.4 Business buying process 25
2.5 E-procurement (online) 26
3. Institutional and government markets 26
3.1 Institutional markets 26
3.2 Government market 26
Chapter 7 27
1. Market Segmentation 27
1.1 Segmenting consumer markets 27
1.2 Segmenting business markets 28
1.3 Segmenting international markets 28
1.4 Requirements for effective segmentation 28
2. Marketing Targeting 29
2.1 Evaluating market segments 29
2.2 Selecting target market segments 29
3. Differentiation and Positioning 30
3.1 Positioning maps 30
3.2 Choosing a differentiation and positioning strategy 30
3.3 Communicating and delivering the chosen position 31
Chapter 8 32
1. What is a product? 32
1.1 Products, services and experiences 32
1.2 Levels of products and services 32
2. Product and service decisions 33
2.1 Individual products and service decisions 33
2
, 2.2. Product line decisions 33
2.3. Product mix decisions 34
3. Services marketing 34
3.1 Nature and characteristics of a service 34
3.2 Marketing strategies for service firms 34
4. Branding strategy: Building strong brands 35
4.1 Brand equity 35
4.2 Building strong brands 35
Chapter 9 37
1. New product development strategy 37
2. New products developments process 37
2.1 Idea generating 37
2.2 Idea screening 37
2.3 Concept Development and Testing 37
2.4 Marketing Strategy Development 37
2.5 Business analysis 38
2.6 Product development 38
2.7 Test marketing 38
2.8 Commercialization 38
3. Managing new product development 38
3.1 Customer-centred new product development: 38
3.2 Sequential new-product development: 38
3.3 Team-based new product development 38
3.4 Systematic new-product development: 39
4. Product life-cycle strategies 39
4.1 Introduction stage 39
4.2 Growth stage 39
4.3 Maturity stage 40
4.4 Decline stage 40
5. Additional product and service considerations 40
5.1 Public policy and regulations 40
5.2 International product and services marketing 40
Chapter 10 41
1. What is a price? 41
2. Major pricing strategies 41
2.1 Value-based pricing 41
2.2 Cost-based pricing 42
2.3 Competition-based pricing 43
3. Other Internal and External Considerations Affecting Price Decisions 43
3.1 Overall marketing strategy, objectives and mix 43
3.2 Organisational considerations include: 43
3.3 Market and demand 43
3.3 The economy 44
Chapter 11 46
1. New product pricing 46
1.1 Market-skimming pricing 46
1.1 Market-penetration pricing 46
2. Product mix pricing 46
3. Price adjustments 46
3.1 Discount and allowance pricing 46
3.2 Segmented pricing 46
3.3. Psychological pricing 46
3.4 Promotional pricing 47
3.5 Geographical pricing 47
3.6 Dynamic pricing 47
3.7 International pricing 47
4. Price changes 48
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