This document provides learning objectives and content for a marketing chapter. It includes slides on defining marketing, identifying how marketing discovers and satisfies consumer needs, distinguishing between marketing mix elements and environmental forces, and explaining how organizations build strong customer relationships through marketing. Additional slides cover how marketing creates customer value, the evolution of marketing orientation, and the breadth and depth of marketing.
The document discusses key concepts in marketing products and services over their life cycles. It covers product life cycle stages, branding, packaging, modifying products/markets, and the seven Ps of services marketing. Branding strategies include multiproduct, multibrand, private, and mixed branding. The marketing mix is expanded for services to include people, physical environment, and processes in addition to the traditional four Ps.
This document discusses various questions and answers related to brand management. It addresses what a brand is, why brands matter to consumers in terms of risk reduction and quality signaling. It also covers types of consumer risks, sources of brand equity including awareness and image, the purpose of brand mantras, and factors considered in designing effective advertising campaigns. The challenges of brand management are discussed in terms of savvy customers, increased competition and costs. Key steps in the strategic brand management process and elements of building consumer-based brand equity are also summarized.
Introductory Session on International MarketingShantanu Ghosh
The document summarizes the global nature of everyday products and activities in the modern world. It describes how the author consumed various products from different countries throughout their morning routine, from coffee to shampoo to technology. It highlights how globalization has led to an interconnected world where products routinely cross international borders.
The document discusses key concepts in marketing including defining marketing, the marketing mix (product, place, price, promotion), market research, product development, channels of distribution, and types of intermediaries. It provides examples and explanations of these marketing fundamentals across 29 slides.
This document discusses strategies for revitalizing declining and dead brands. It begins by defining key terms like brand equity, brand decline, and brand death. It then examines various causes of brand decline such as product life cycle issues, product quality compromises, price increases/cuts, brand neglect, targeting the wrong segment, inability to stay with the target market, mismanagement of ownership, brand extensions, and inability to adapt to environmental changes. Specific brand examples are provided for each cause. The document concludes by outlining criteria for brand revitalization and strategies like repositioning the brand, investing in it, educating the market, correcting past mismanagement, rebuilding quality, resisting the temptation to milk the brand, and pursuing a carefully
This document discusses Samsung's rise from a manufacturer of low-end products to the 9th best global brand. It focuses on Samsung's product and marketing strategies, including technological leadership through R&D investment, customer-focused design, and introducing innovative first-to-market products. Samsung's marketing strategy involved creating a master brand strategy along with hero sub-brands, consolidating advertising agencies, targeting premium brand imagery towards high-income consumers, strategic sponsorships, and advanced digital marketing. These strategies helped shift Samsung's brand image from a value brand to a premium one.
Dissertation on Integrated Marketing Communication of Coca Cola India and What changes can be considered in their promotional activity.
I have tried to cover the details of Mass Communication, Advertising, Sales Promotion, Online Marketing, Direct Selling, Television Commercials, Print Ads, Public Relations, Crisis Communication, Strategic Communication, Strategic Planning etc in this Project. It is based on hard core research and the information are more in depth updated.
The document discusses key concepts in marketing products and services over their life cycles. It covers product life cycle stages, branding, packaging, modifying products/markets, and the seven Ps of services marketing. Branding strategies include multiproduct, multibrand, private, and mixed branding. The marketing mix is expanded for services to include people, physical environment, and processes in addition to the traditional four Ps.
This document discusses various questions and answers related to brand management. It addresses what a brand is, why brands matter to consumers in terms of risk reduction and quality signaling. It also covers types of consumer risks, sources of brand equity including awareness and image, the purpose of brand mantras, and factors considered in designing effective advertising campaigns. The challenges of brand management are discussed in terms of savvy customers, increased competition and costs. Key steps in the strategic brand management process and elements of building consumer-based brand equity are also summarized.
Introductory Session on International MarketingShantanu Ghosh
The document summarizes the global nature of everyday products and activities in the modern world. It describes how the author consumed various products from different countries throughout their morning routine, from coffee to shampoo to technology. It highlights how globalization has led to an interconnected world where products routinely cross international borders.
The document discusses key concepts in marketing including defining marketing, the marketing mix (product, place, price, promotion), market research, product development, channels of distribution, and types of intermediaries. It provides examples and explanations of these marketing fundamentals across 29 slides.
This document discusses strategies for revitalizing declining and dead brands. It begins by defining key terms like brand equity, brand decline, and brand death. It then examines various causes of brand decline such as product life cycle issues, product quality compromises, price increases/cuts, brand neglect, targeting the wrong segment, inability to stay with the target market, mismanagement of ownership, brand extensions, and inability to adapt to environmental changes. Specific brand examples are provided for each cause. The document concludes by outlining criteria for brand revitalization and strategies like repositioning the brand, investing in it, educating the market, correcting past mismanagement, rebuilding quality, resisting the temptation to milk the brand, and pursuing a carefully
This document discusses Samsung's rise from a manufacturer of low-end products to the 9th best global brand. It focuses on Samsung's product and marketing strategies, including technological leadership through R&D investment, customer-focused design, and introducing innovative first-to-market products. Samsung's marketing strategy involved creating a master brand strategy along with hero sub-brands, consolidating advertising agencies, targeting premium brand imagery towards high-income consumers, strategic sponsorships, and advanced digital marketing. These strategies helped shift Samsung's brand image from a value brand to a premium one.
Dissertation on Integrated Marketing Communication of Coca Cola India and What changes can be considered in their promotional activity.
I have tried to cover the details of Mass Communication, Advertising, Sales Promotion, Online Marketing, Direct Selling, Television Commercials, Print Ads, Public Relations, Crisis Communication, Strategic Communication, Strategic Planning etc in this Project. It is based on hard core research and the information are more in depth updated.
Samsung is a leading electronics company that produces smart TVs. They have a large market share that they are trying to increase further. Their smart TV marketing strategy involves an integrated approach using both above-the-line tactics like TV advertisements and below-the-line activities such as exhibitions. They face competition from other brands like Sony and LG but have positioned themselves as an innovative brand offering new technologies. Consumer behavior is influenced by cultural and personal factors and Samsung aims to meet consumer needs at different stages of the buyer decision process.
The document discusses marketing concepts including definitions of marketing, the marketing mix, and the product life cycle. It provides details on marketing strategies for a new PDA called the Sonic PDA, including segmentation of the target market, positioning, and marketing mixes for each stage of the product life cycle from introduction to decline. Marketing objectives and strategies are outlined for each stage to maximize sales and profits over the lifespan of the product.
This document outlines a course on product management. It is divided into 5 blocks that cover: 1) an introduction to product management and the product management process, 2) managing existing products, 3) branding and packaging decisions, 4) new product development, and 5) implementing new product launches. The first block provides an overview of the evolution of product management and its role in interfacing with other organizational functions such as marketing, sales, and product development.
The document discusses integrated marketing communication (IMC), defining it as a marketing concept that evaluates strategic roles of communication disciplines and combines them to provide clarity, consistency and impact. It explores the objectives of IMC programs in supporting customer values and communicating brand messages. Various roles within the IMC process are outlined, including the account manager, traffic coordinator, media planner, creative director, and copywriter.
Sales Support Just Enough, Just in Time | MobilePaksVeelo
Discover how on-demand, real-time sales support maximizes your training investment and improves sales across the organization. We’ll cover best practices, must-have tools—and even the science of why it works.
The document provides an overview of marketing concepts including defining marketing, the four P's of marketing (product, price, place, promotion), the marketing research process, environmental scanning, market segmentation, relationship marketing, consumer behavior, and comparing business-to-business and consumer markets. It also discusses nonprofit marketing and the evolution of marketing from a production and selling focus to the current customer relationship model.
1. Marketing will become less effective in the coming years as budgets are reduced and companies demand more with less. Traditional media is also growing less effective as competition increases.
2. Most marketing departments focus on tactical, short-term activities rather than strategic, long-term brand building. Marketers spend only 15-30% of their time on true marketing activities.
3. Marketing must reinvent itself to address new realities like social media influence, empowered customers, and globalization. Marketing 1.0 was product-focused while Marketing 2.0 was customer-oriented; Marketing 3.0 will be value-driven and focus on collaboration.
The marketing mix document discusses the key elements of marketing strategy - the 4 Ps of marketing: product, price, place (distribution), and promotion. It explains that the marketing mix refers to the combination of these four elements that make up a company's marketing system. It then provides further details on each element, including product life cycle stages from development to decline, and strategies to extend the life cycle. Common pricing strategies and objectives are also outlined.
Samsung Telecommunications - Basic Marketing Plan SummaryHolley Jacobs
Samsung Telecommunications - This was an assignment I completed as part of a Marketing class I took at Kaplan University. It was a summary of the basic marketing plan we did over the course of the class. I could not have had a better Professor. He taught me so much and I learned a solid foundation on which to build my marketing skills.
This document discusses reasons why new products fail and provides a framework to increase success rates. It defines new products and outlines the new product development process. Common reasons for failure include the product not being new to customers, lacking benefits, poor positioning, and inadequate return on investment. The proposed OEEM framework emphasizes organizational excellence, execution skills, consideration of external factors, and effective marketing mix strategy to reduce failure rates.
Compet grid between Apple, HTC and Samsung...
Content is not 100% correct due to some difficulties in finding information and litmited time :)
Copy Rights: Internet sources of 3 brands
Here is the presentation that I had prepared for Marketing Management classes.
Covers 5 major topics
1) Advertising
2) Ethics in marketing
3) Marketing Strategy and formulation
4) Marketing Plan
5) Creating value proposition
This chapter discusses product, service, and branding strategies. It covers classifying products as consumer or industrial goods, and as convenience, shopping, specialty or unsought items. The key decisions companies make regarding their product lines, mixes and individual products are explained. The major elements of branding strategy are defined, including brand positioning, name selection, sponsorship, and development. Four characteristics that make services different to market - intangibility, inseparability, variability and perishability - are identified. Additional product issues around social responsibility, international marketing and decision-making are also highlighted.
This document provides an overview of key concepts in marketing, including:
1. It defines marketing and discusses its nature and scope, including understanding customer needs and behaviors.
2. It outlines different philosophies of marketing management like the production, product, selling, and marketing concepts.
3. It compares selling and marketing, discussing how marketing has a broader focus on customer satisfaction versus quick sales.
4. It also covers the evolution of marketing, elements of the marketing mix, and importance and functions of marketing.
Presentation on 4P’s of Marketing for "Shatayu" an Emerging FMCG BrandSaurav Dasgupta
This document outlines Shatayu's marketing strategy as a snack company focused on health. Its vision is to be India's leading snack company and prepare for global expansion while meeting consumer needs and encouraging healthy lifestyles. The strategy involves segmenting the market towards young Indians, positioning as a local company with international quality products promoting health and convenience. Branding will use the name 'Shatayu' meaning 100 years of life and the tagline 'Enjoy the healthy life for 100 years'. Cricketer M.S. Dhoni will be the brand ambassador to appeal to youth.
Students will work in groups to develop a full marketing plan for a new or existing product. The marketing plan report should include: an executive summary, analysis of the current market situation, a SWOT analysis, objectives and issues, marketing strategy, action programs, budgets, and controls. Students will also present their marketing plan to be evaluated on presentation skills and content. The assignment is due on August 18th and should be 15-20 pages following the specified report format and guidelines.
Corporate Brand Strategy development including Brand Architecture based on a modified David Aaker model. Includes value proposition and brand position development.
Samsung is auditing its brand performance in the US smartphone market. Several models are used to understand the brand, including Keller's identity prism, Kapferer's identity and positioning model, and the customer base brand equity pyramid. Secondary data on sales, market share, and competitors is reviewed. The analysis focuses on demographics, brand associations, and financial metrics like profits and costs. While Samsung has strong sales numbers, the conclusion is the brand lacks luxury image and self-recognition compared to key rival Apple. A recommendation will provide solutions to increase brand value and sales volume.
Bec doms ppton introduction to product managementBabasab Patil
This document provides an overview and structure of an introduction to product management course. The course covers topics such as what is a brand, brand equity, and brand management. It is structured into three parts that cover the brand management system, building brands, and managing brands across markets. The goal of the course is to learn how to manage brands and marketing programs to create brand equity and competitive advantage for products and services.
The document provides an overview of key marketing concepts from Chapter 1 of the textbook Marketing: The Core. It defines marketing and discusses how organizations build customer relationships and value through satisfying consumer needs. The marketing mix, environmental forces, target markets, and a market orientation are described as important elements of an effective marketing program. Customer value, relationship marketing, and the societal marketing concept are also summarized.
Global Strategic Marketing IntroductionDavid Waggema
1. The document discusses the key concepts and principles of marketing, including defining marketing and distinguishing it from macro-marketing. It also outlines the universal marketing functions and how various intermediaries and collaborators perform them.
2. The marketing concept and customer value are explained, emphasizing that customer satisfaction should guide a firm's total efforts. Creating superior customer value through benefits and low costs is important for satisfying customers.
3. Social responsibility and marketing ethics in relation to the marketing concept are discussed. Firms must balance individual and group needs to act responsibly in the micro-macro dilemma.
Samsung is a leading electronics company that produces smart TVs. They have a large market share that they are trying to increase further. Their smart TV marketing strategy involves an integrated approach using both above-the-line tactics like TV advertisements and below-the-line activities such as exhibitions. They face competition from other brands like Sony and LG but have positioned themselves as an innovative brand offering new technologies. Consumer behavior is influenced by cultural and personal factors and Samsung aims to meet consumer needs at different stages of the buyer decision process.
The document discusses marketing concepts including definitions of marketing, the marketing mix, and the product life cycle. It provides details on marketing strategies for a new PDA called the Sonic PDA, including segmentation of the target market, positioning, and marketing mixes for each stage of the product life cycle from introduction to decline. Marketing objectives and strategies are outlined for each stage to maximize sales and profits over the lifespan of the product.
This document outlines a course on product management. It is divided into 5 blocks that cover: 1) an introduction to product management and the product management process, 2) managing existing products, 3) branding and packaging decisions, 4) new product development, and 5) implementing new product launches. The first block provides an overview of the evolution of product management and its role in interfacing with other organizational functions such as marketing, sales, and product development.
The document discusses integrated marketing communication (IMC), defining it as a marketing concept that evaluates strategic roles of communication disciplines and combines them to provide clarity, consistency and impact. It explores the objectives of IMC programs in supporting customer values and communicating brand messages. Various roles within the IMC process are outlined, including the account manager, traffic coordinator, media planner, creative director, and copywriter.
Sales Support Just Enough, Just in Time | MobilePaksVeelo
Discover how on-demand, real-time sales support maximizes your training investment and improves sales across the organization. We’ll cover best practices, must-have tools—and even the science of why it works.
The document provides an overview of marketing concepts including defining marketing, the four P's of marketing (product, price, place, promotion), the marketing research process, environmental scanning, market segmentation, relationship marketing, consumer behavior, and comparing business-to-business and consumer markets. It also discusses nonprofit marketing and the evolution of marketing from a production and selling focus to the current customer relationship model.
1. Marketing will become less effective in the coming years as budgets are reduced and companies demand more with less. Traditional media is also growing less effective as competition increases.
2. Most marketing departments focus on tactical, short-term activities rather than strategic, long-term brand building. Marketers spend only 15-30% of their time on true marketing activities.
3. Marketing must reinvent itself to address new realities like social media influence, empowered customers, and globalization. Marketing 1.0 was product-focused while Marketing 2.0 was customer-oriented; Marketing 3.0 will be value-driven and focus on collaboration.
The marketing mix document discusses the key elements of marketing strategy - the 4 Ps of marketing: product, price, place (distribution), and promotion. It explains that the marketing mix refers to the combination of these four elements that make up a company's marketing system. It then provides further details on each element, including product life cycle stages from development to decline, and strategies to extend the life cycle. Common pricing strategies and objectives are also outlined.
Samsung Telecommunications - Basic Marketing Plan SummaryHolley Jacobs
Samsung Telecommunications - This was an assignment I completed as part of a Marketing class I took at Kaplan University. It was a summary of the basic marketing plan we did over the course of the class. I could not have had a better Professor. He taught me so much and I learned a solid foundation on which to build my marketing skills.
This document discusses reasons why new products fail and provides a framework to increase success rates. It defines new products and outlines the new product development process. Common reasons for failure include the product not being new to customers, lacking benefits, poor positioning, and inadequate return on investment. The proposed OEEM framework emphasizes organizational excellence, execution skills, consideration of external factors, and effective marketing mix strategy to reduce failure rates.
Compet grid between Apple, HTC and Samsung...
Content is not 100% correct due to some difficulties in finding information and litmited time :)
Copy Rights: Internet sources of 3 brands
Here is the presentation that I had prepared for Marketing Management classes.
Covers 5 major topics
1) Advertising
2) Ethics in marketing
3) Marketing Strategy and formulation
4) Marketing Plan
5) Creating value proposition
This chapter discusses product, service, and branding strategies. It covers classifying products as consumer or industrial goods, and as convenience, shopping, specialty or unsought items. The key decisions companies make regarding their product lines, mixes and individual products are explained. The major elements of branding strategy are defined, including brand positioning, name selection, sponsorship, and development. Four characteristics that make services different to market - intangibility, inseparability, variability and perishability - are identified. Additional product issues around social responsibility, international marketing and decision-making are also highlighted.
This document provides an overview of key concepts in marketing, including:
1. It defines marketing and discusses its nature and scope, including understanding customer needs and behaviors.
2. It outlines different philosophies of marketing management like the production, product, selling, and marketing concepts.
3. It compares selling and marketing, discussing how marketing has a broader focus on customer satisfaction versus quick sales.
4. It also covers the evolution of marketing, elements of the marketing mix, and importance and functions of marketing.
Presentation on 4P’s of Marketing for "Shatayu" an Emerging FMCG BrandSaurav Dasgupta
This document outlines Shatayu's marketing strategy as a snack company focused on health. Its vision is to be India's leading snack company and prepare for global expansion while meeting consumer needs and encouraging healthy lifestyles. The strategy involves segmenting the market towards young Indians, positioning as a local company with international quality products promoting health and convenience. Branding will use the name 'Shatayu' meaning 100 years of life and the tagline 'Enjoy the healthy life for 100 years'. Cricketer M.S. Dhoni will be the brand ambassador to appeal to youth.
Students will work in groups to develop a full marketing plan for a new or existing product. The marketing plan report should include: an executive summary, analysis of the current market situation, a SWOT analysis, objectives and issues, marketing strategy, action programs, budgets, and controls. Students will also present their marketing plan to be evaluated on presentation skills and content. The assignment is due on August 18th and should be 15-20 pages following the specified report format and guidelines.
Corporate Brand Strategy development including Brand Architecture based on a modified David Aaker model. Includes value proposition and brand position development.
Samsung is auditing its brand performance in the US smartphone market. Several models are used to understand the brand, including Keller's identity prism, Kapferer's identity and positioning model, and the customer base brand equity pyramid. Secondary data on sales, market share, and competitors is reviewed. The analysis focuses on demographics, brand associations, and financial metrics like profits and costs. While Samsung has strong sales numbers, the conclusion is the brand lacks luxury image and self-recognition compared to key rival Apple. A recommendation will provide solutions to increase brand value and sales volume.
Bec doms ppton introduction to product managementBabasab Patil
This document provides an overview and structure of an introduction to product management course. The course covers topics such as what is a brand, brand equity, and brand management. It is structured into three parts that cover the brand management system, building brands, and managing brands across markets. The goal of the course is to learn how to manage brands and marketing programs to create brand equity and competitive advantage for products and services.
The document provides an overview of key marketing concepts from Chapter 1 of the textbook Marketing: The Core. It defines marketing and discusses how organizations build customer relationships and value through satisfying consumer needs. The marketing mix, environmental forces, target markets, and a market orientation are described as important elements of an effective marketing program. Customer value, relationship marketing, and the societal marketing concept are also summarized.
Global Strategic Marketing IntroductionDavid Waggema
1. The document discusses the key concepts and principles of marketing, including defining marketing and distinguishing it from macro-marketing. It also outlines the universal marketing functions and how various intermediaries and collaborators perform them.
2. The marketing concept and customer value are explained, emphasizing that customer satisfaction should guide a firm's total efforts. Creating superior customer value through benefits and low costs is important for satisfying customers.
3. Social responsibility and marketing ethics in relation to the marketing concept are discussed. Firms must balance individual and group needs to act responsibly in the micro-macro dilemma.
Ch 01 an overview of strategic mktg - webster - sp1 2012Jim Shankle
This document provides an overview of key marketing concepts from an introductory marketing course. It defines marketing and discusses topics like the marketing mix, the marketing environment, stakeholders, and the importance of marketing. Key points covered include defining marketing as creating and distributing goods and services to satisfy customer needs, the four Ps of the marketing mix, the forces in the dynamic marketing environment, and how implementing the marketing concept can help organizations better serve customers.
The document discusses various types and objectives of advertising. It provides an overview of different advertising media, including their advantages and disadvantages. Key points covered include the importance of positioning a product, factors to consider in planning effective advertising messages like gaining attention and driving action, and techniques such as using celebrities or role models in marketing. The document also mentions testing advertisements for effectiveness.
This document provides an overview of consumer behavior and how it relates to marketing strategy. It defines consumer behavior and discusses how understanding consumer behavior can help with market segmentation, developing an effective marketing mix, and creating satisfied customers. The key components that influence consumer behavior are examined, including external factors like culture and social groups, and internal factors like perception, motivation, and lifestyle. Firms can use this knowledge of consumer behavior to develop marketing strategies that provide value to targeted consumer segments.
Marketing Fundamentals - Chapter 1 - BBA / MBA Course
PPT material Marketing Principles
Your comments are welcome to improve the content.
Dr. Francois Gaucher, DBA, MBA
Module 13 Effective Marketing Approaches to Senior Consumers.pptxcaniceconsulting
Segmentation: this is where you get to know your customers. It is the process by which you understand why they would purchase your new products.
Targeting: this is the act of increasing your market relevance. It is the process by which you assess which people you can best satisfy with your products and services and how you can make yourself irresistible to them.
Positioning: this is the act of locating yourself appropriately. It is how you arrange yourself for the market based upon your findings in the earlier stages. Consider the relative pros and cons of the market you intend to enter and question whether this market is aligned with your current goals – put simply, is this target market worth your efforts?
This document discusses marketing concepts and definitions. It provides 6 definitions of marketing from various sources that emphasize identifying customer needs and satisfying them through an exchange process. It also outlines the key components of marketing mix, including product, price, place, and promotion. Finally, it discusses the roles and functions of marketing management, including analysis, planning, implementation, and control of marketing activities.
This document provides an overview of key concepts from a marketing principles course. It defines marketing and discusses the four Ps of marketing (product, price, place, promotion). It explains that marketing creates value for customers by satisfying needs and wants through an exchange process. The role of marketing has evolved from a production focus to a customer focus on delivering value. Marketing impacts various stakeholders and is important for both organizations and society.
Concept.foundation combined slides [ch.1,2,11,3]Hajra Arif
The document discusses marketing information systems and environmental scanning. It outlines the components of a modern marketing information system, including internal records, marketing intelligence systems, and useful information from the sales, order, payment and database cycles. It also discusses scanning the macroenvironment, including key forces like demographic, economic, sociocultural, natural, technological and political/legal factors. Megatrends and trends that shape consumer behavior are important to track for opportunities. Regular environmental monitoring is needed for effective marketing management.
This document summarizes key concepts from Chapter 2 of a Principles of Marketing course. It discusses developing marketing strategies and marketing plans. The key points covered include defining a marketing strategy, describing the elements of a marketing plan, and outlining the five steps to create a marketing plan: 1) define business mission and objectives, 2) conduct a situation analysis using SWOT, 3) identify opportunities using STP, 4) implement the marketing mix, and 5) evaluate performance and make adjustments. It also discusses analyzing a marketing situation, sustainable competitive advantages, and growth strategies.
This document introduces marketing and discusses its evolution and key concepts. It begins by outlining common misconceptions about marketing and explaining the reality of modern marketing. Marketing is defined as the process of creating and delivering value for customers and society. The chapter then traces the evolution of marketing from a production focus to today's customer-oriented approaches. Emerging trends like increasing customer information and changing generational values are also discussed. The chapter establishes marketing as central to business success.
This document discusses key concepts in marketing for the 21st century. It covers the challenges businesses face in a new economy with increased information and connectivity. Major topics addressed include the tasks of marketing, core marketing concepts and tools, different company orientations toward customers and markets, and how businesses and marketers are responding to changes through strategies like e-commerce, globalization, and relationship marketing.
This document provides a template for developing a brand strategy with sections on understanding the target customer, competitors, developing a unique brand position and promise, and creating an execution strategy to achieve objectives. The template covers topics such as the target market, a SWOT analysis, key competitors, customer traits, what makes the brand different, defining the brand personality and values, developing a positioning statement, unique brand promise, objectives, metrics to measure success, and a branding rollout plan.
This document provides an outline and content for a marketing management course. It begins with definitions of marketing and marketing management. It then outlines the major topics to be covered in the course, including the nature and importance of products, pricing systems, distribution structures, and promotional activities. For each major topic, it lists the sub-topics that will be discussed and provides a high-level overview of the content to be covered. It also includes marketing management concepts like the marketing mix and the roles of a marketing manager. The document serves as a comprehensive guide for both instructors and students on the essential information to be covered in a marketing management course.
Positioning: An Instrument of Marketing Success.pptxDr. Aashish Mehra
This document discusses product positioning and provides examples. It begins by defining positioning as how consumers perceive a brand relative to competitors. It then discusses different positioning strategies like innovating by finding unoccupied product spaces, relocating existing products to new positions, procreating by introducing multiple new products, and denigrating competitors. The document also covers perceptual mapping to visualize brand positions, criteria for successful positioning, and provides a sample marketing strategy statement covering segmentation, targeting, positioning, and marketing mix elements.
This document provides an overview of key concepts around distributing and promoting products and services from a chapter on introduction to business. It covers the nature of distribution and types of wholesalers and retailers. It also discusses how supply chain management, promotion, advertising, personal selling, sales promotion, public relations, social media, and e-commerce fit within promotional strategies. The document includes several exhibits, such as diagrams of supply chains and promotional mixes.
Going from message nightmare to message delight CompellingPM
A nightmarish scenario for product management/product marketing is to hear a multitude of different messages communicated to the market about your product. Executive management says one thing, the sales team has a variety of messages and marketing is communicating yet another message. This results in significant marketplace confusion, impacts revenue generation and reflects poorly on your product. We like to blame others for this, but the likely reality is that we are at fault. As PMs, we must own the message and then enable the organization to take this message to the market.
In this presentation, we will have an interactive discussion on how to improve upon your message and then define best practices in enabling the sales team to communicate it.
This document summarizes the key aspects of marketing management presented in an internship lecture. It discusses the following main points in 3 sentences or less:
The document defines marketing management as choosing target markets and attracting/retaining customers through superior value. It outlines 7 stages of marketing management: developing strategies and plans, assessing opportunities, choosing and designing value, delivering value, communicating value, sustaining growth, and building an effective marketing organization. Examples are provided of how companies like Samsung innovate to build strong brands through clear promises and continuous improvements.
1. The document discusses the importance and role of marketing in business. It explains that marketing is the process of creating, communicating, and delivering value to customers in a way that benefits both the customer and the organization.
2. Marketers manage demand for a variety of products and services. They seek to influence factors like demand levels, timing and composition. Marketers also operate in different marketplaces like consumer, business, and nonprofit.
3. The document outlines the key concepts in marketing including the production concept, product concept, selling concept and marketing concept. It emphasizes that the marketing concept and holistic marketing concept are most effective today given changes in the business environment and rise of technologies.
Prescriptive analytics BA4206 Anna University PPTFreelance
Business analysis - Prescriptive analytics Introduction to Prescriptive analytics
Prescriptive Modeling
Non Linear Optimization
Demonstrating Business Performance Improvement
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
❽❽❻❼❼❻❻❸❾❻ DPBOSS NET SPBOSS SATTA MATKA RESULT KALYAN MATKA GUESSING FREE KA...essorprof62
DPBOSS NET SPBOSS SATTA MATKA RESULT KALYAN MATKA GUESSING FREE KALYAN FIX JODI ANK LEAK FIX GAME BY DP BOSS MATKA SATTA NUMBER TODAY LUCKY NUMBER FREE TIPS ...
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART INDIA MATKA KALYAN SATTA MATKA 420 INDIAN MATKA SATTA KING MATKA FIX JODI FIX FIX FIX SATTA NAMBAR MATKA INDIA SATTA BATTA
Cover Story - China's Investment Leader - Dr. Alyce SUmsthrill
In World Expo 2010 Shanghai – the most visited Expo in the World History
https://www.britannica.com/event/Expo-Shanghai-2010
China’s official organizer of the Expo, CCPIT (China Council for the Promotion of International Trade https://en.ccpit.org/) has chosen Dr. Alyce Su as the Cover Person with Cover Story, in the Expo’s official magazine distributed throughout the Expo, showcasing China’s New Generation of Leaders to the World.
Enhancing Adoption of AI in Agri-food: IntroductionCor Verdouw
Introduction to the Panel on: Pathways and Challenges: AI-Driven Technology in Agri-Food, AI4Food, University of Guelph
“Enhancing Adoption of AI in Agri-food: a Path Forward”, 18 June 2024
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...Adani case
Time and again, the business group has taken up new business ventures, each of which has allowed it to expand its horizons further and reach new heights. Even amidst the Adani CBI Investigation, the firm has always focused on improving its cement business.
2. Slide 1-2
Define marketing and identify the
requirements for marketing to occur.LO1
Explain how marketing discovers and
satisfies consumer needs.
Distinguish between marketing mix
elements and environmental forces.LO3
LO2
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 1, YOU SHOULD BE ABLE TO:
3. Slide 1-3
Explain how organizations build strong
customer relationships and customer
value through marketing.
Describe how today’s customer
relationship era differs from prior eras
oriented to production and selling.
LO4
LO5
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 1, YOU SHOULD BE ABLE TO:
Explain how marketing creates utilities
for consumers.LO6
4. Slide 1-4
HOW DO COLLEGE STUDENTS STUDY?
A NEW PRODUCT CHALLENGE FOR 3M!
5. Slide 1-5
HOW DO COLLEGE STUDENTS STUDY?
DISCOVERING STUDENT STUDYING NEEDS
3M Post-it®
Notes or
Post-it®
Flags
+
Felt Tip Highlighters
=
3M product that
will combine
Post-it®
Notes or
Post-it®
Flags and
Highlighters
Click Sound Icon to Play
6. Slide 1-6
HOW DO COLLEGE STUDENTS STUDY?
SATISFYING STUDENT STUDYING NEEDS
7. Slide 1-7
Marketing
• Is NOT Easy
• Affects ALL Individuals, Organizations,
Industries, and Countries
WHAT IS MARKETING ?LO1
You Are a Marketing Expert Already
• Involved in 1,000s of
Buying Decisions
• Some Involved in Selling Decisions
10. Slide 1-10
Marketing Seeks to:
Exchange
• Discover Needs and Wants of Customers
• Satisfy Them
WHAT IS MARKETING?
DELIVERING BENEFITS
LO1
11. Slide 1-11
WHAT IS MARKETING?
DIVERSE FACTORS INFLUENCE MARKETING ACTIVITIES
LO1
Organization Itself
Society
Environmental Forces
12. Slide 1-12
FIGURE 1-2FIGURE 1-2 A marketing department relates
to many people, organizations, and
environmental forces
13. Slide 1-13
Parties With Unsatisfied Needs
WHAT IS MARKETING?
REQUIREMENTS FOR IT TO OCCUR
LO1
A Desire & Ability to be Satisfied
A Way for the Parties to Communicate
Something to Exchange
14. Slide 1-14
HOW MARKETING
DISCOVERS CONSUMER NEEDS
THE CHALLENGE: NEW PRODUCTS
LO2
Consumers May Not Know or Cannot
Describe What They Need or Want
Most New Products Fail
• “Focus on the Consumer Benefit”
• “Learn From the Past”
The Challenge:
15. Slide 1-15
Dr. Care Vanilla-Mint Aerosol Toothpaste
What “benefits” and what “showstoppers”?
16. Slide 1-16
Hot Pockets Subs Microwaveable Snacks
What “benefits” and what “showstoppers”?
19. Slide 1-19
Need
Want
Does Marketing Persuade People to Buy
the “Wrong” Things?
Market
HOW MARKETING
DISCOVERS CONSUMER NEEDS
NEEDS VS. WANTS
LO2
27. Slide 1-27
3M PRODUCT & MARKETING PROGRAM
HELPING STUDENTS STUDY
LO4
Move from Ideas to a Marketable
Highlighter Product
Extend the Product Line
Develop a Marketing
Program for the
Post-it®
Flag
Highlighter and Pen
28. Slide 1-28
FIGURE 1-4FIGURE 1-4 Marketing programs for two new
3M Post-it®
brand products targeted at two
distinct customer segments: college
students and office workers
29. Slide 1-29
HOW MARKETING BECAME IMPORTANT
EVOLUTION OF THE MARKET ORIENTATION
LO5
Production Era
Sales Era
Marketing Concept Era
Customer Relationship Era
• Market Orientation
• Customer Relationship Management (CRM)
• Customer Experience
31. Slide 1-31
HOW MARKETING BECAME IMPORTANT
ETHICS AND SOCIAL RESPONSIBILITY
LO5
Ethics
Social Responsibility
• Societal Marketing Concept
• Macromarketing
• Micromarketing
32. Slide 1-32
HOW MARKETING BECAME IMPORTANT
BREADTH AND DEPTH OF MARKETING
LO6
Who Markets?
What Is Marketed?
• Goods • Services • Ideas
33. Slide 1-33
HOW MARKETING BECAME IMPORTANT
BREADTH AND DEPTH OF MARKETING
LO6
Who Benefits?
Who Buys & Uses What Is Marketed?
• Ultimate Consumers
• Organizational Buyers
How Do Consumers Benefit?
• Utility
Form Utility
Place Utility
Time Utility
Possession Utility
35. Slide 1-35
VIDEO CASE 1
3M’s Post-it®
Flag Highlighter
1. (a) How did 3M’s David
Windorski get ideas from college
students to help him in designing
the final commercial version of
the Post-it®
Flag Highlighter?
(b) How were these ideas
important to the success of the
products?
36. Slide 1-36
2. What (a) special advantages and
(b) potential problems did 3M
have in introducing a new
highlighter-with-flags product for
college students in 2004?
VIDEO CASE 1
3M’s Post-it®
Flag Highlighter
37. Slide 1-37
3. Visit your college bookstore
before you answer. (a) Where
would you display the Post-it®
Flag Highlighter in a college
bookstore and (b) How can the
display increase student
awareness of the product?
VIDEO CASE 1
3M’s Post-it®
Flag Highlighter
38. Slide 1-38
4. In what ways might 3M try to
promote its Post-it®
Flag
Highlighter and make students
more aware of the product?
VIDEO CASE 1
3M’s Post-it®
Flag Highlighter
39. Slide 1-39
5. What are (a) the special
opportunities and (b) potential
challenges for 3M in taking its
Post-it®
Flag Highlighter into
international markets? (c) On
which countries should 3M focus
its marketing efforts?
VIDEO CASE 1
3M’s Post-it®
Flag Highlighter
40. Slide 1-40
DO MARKETERS PERSUADE
CUSTOMERS TO BUY THE
“WRONG” PRODUCTS?
SUPPLEMENTAL
LECTURE NOTE 1-1
48. Slide 1-48
Marketing
Marketing is the activity for
creating, communicating,
delivering, and exchanging
offerings that benefit the
organization, its stakeholders,
and society at large.
49. Slide 1-49
Exchange
Exchange is the trade of things
of value between buyer and seller
so that each is better off after the
trade.
50. Slide 1-50
Market
A market consists of people with
both the desire and the ability to
buy a specific product.
51. Slide 1-51
Target Market
A target market consists of
one or more specific groups of
potential consumers toward
which an organization directs its
marketing program.
52. Slide 1-52
Marketing Mix
The marketing mix consists of
the marketing manager’s
controllable factors—product,
price, promotion, and place—that
can be used to solve a marketing
problem.
53. Slide 1-53
Environmental Forces
Environmental forces consist of
the uncontrollable factors in a
marketing decision involving
social, economic, technological,
competitive, and regulatory forces.
54. Slide 1-54
Customer Value
Customer value is the unique
combination of benefits received
by targeted buyers that includes
quality, convenience, on-time
delivery, and both before-sale
and after-sale service at a
specific price.
55. Slide 1-55
Relationship Marketing
Relationship marketing links
the organization to its individual
customers, employees, suppliers,
and other partners for their
mutual long-term benefits.
56. Slide 1-56
Marketing Program
A marketing program is a plan
that integrates the marketing mix
to provide a good, service, or idea
to prospective buyers.
57. Slide 1-57
Marketing Concept
A marketing concept is the
idea that an organization should
(1) strive to satisfy the needs of
consumers (2) while also trying to
achieve the organization’s goals.
58. Slide 1-58
Market Orientation
A market orientation in an
organization focuses its efforts
on (1) continuously collecting
information about customers’
needs, (2) sharing this information
across departments, and (3) using
it to create customer value.
59. Slide 1-59
Customer Relationship
Management (CRM)
Customer relationship management
(CRM) is the process of identifying
prospective buyers, understanding
them intimately, and developing
favorable long-term perceptions of the
organization and its offerings so that
buyers will choose them in the
marketplace.
61. Slide 1-61
Societal Marketing Concept
Societal marketing concept is
the view that organizations should
satisfy the needs of consumers in
a way that provides for society’s
well-being.
62. Slide 1-62
Ultimate Consumers
Ultimate consumers consist of
the people who use the goods
and services purchased for a
household. Also called
consumers, buyers, or customers.
63. Slide 1-63
Organizational Buyers
Organizational buyers are
those manufacturers, wholesalers,
retailers, and government
agencies that buy goods and
services for their own use or for
resale.
David Windorski is an inventor of Post-it brand products and continually seeks ways to design new products. He had some creative “thinking time” under 3M’s “15% Rule” in which inventors can use up to 15 percent of their time to do research that might lead to marketable 3M products. Working with a team of four college students, Windorski and the team observed and questioned dozens of students about how they studied—how they used their textbooks, wrote and used their lecture notes, did research and wrote papers, reviewed for exams, and so on. Students told Windorski and his team about their studying habits—behaviors that might lead to a new Post-it ィ product. In summary, while students highlight a page in their textbooks or notes, they often can’t find the important pages after they highlighted them. Some students began to mark their pages with a Post-it Note or Post-it Flag. So, for Windorski, it was reasonable to put Post-it Notes or Flags together with a highlighter to combine the two functions into one product.