This document outlines a chapter on personal selling and sales management. It discusses the personal selling process in 5 steps: generating and qualifying leads, preapproach, sales presentation and overcoming reservations, closing the sale, and follow-up. It also addresses managing a sales force, including recruiting, training, motivating, and evaluating salespeople. Finally, it covers some of the ethical and legal issues that can arise in personal selling.
The document discusses developing marketing strategies and marketing plans. It covers defining a marketing strategy, the elements of a marketing plan, analyzing marketing situations using SWOT analysis, choosing consumer groups to target, implementing the marketing mix, and using portfolio analysis to evaluate performance. The marketing plan process involves planning, implementation, and control phases. Key steps in the planning phase include defining objectives, situation analysis, identifying opportunities, and developing the marketing strategy. [/SUMMARY]
This document discusses integrated marketing communications (IMC). It begins by outlining the learning objectives which are to identify the communication process, explain the AIDA model, describe integrative communication channels, explain IMC budget allocation, and identify metrics. It then provides an overview of the key components of IMC including the communication process, the AIDA model of awareness, interest, desire and action, and various communication channels such as advertising, public relations, sales promotions, personal selling, and direct marketing. It stresses that an effective IMC strategy utilizes multiple channels in an integrated way.
The document discusses segmentation, targeting, and positioning, which are key steps in developing a marketing strategy. It outlines a 5-step process: 1) establish objectives, 2) use segmentation methods to divide the market, 3) evaluate segment attractiveness, 4) select target markets, and 5) develop a positioning strategy. Segmentation methods include demographic, behavioral and psychographic approaches. The goal of targeting is to select the most attractive segments to focus on, while positioning determines the optimal way to market to the target segments.
This document contains slides from a marketing textbook chapter on defining marketing and its key concepts. The slides cover the definition of marketing, how it discovers and satisfies consumer needs through the marketing mix and environmental factors. It provides examples of how companies like 3M develop marketing programs to build customer value and relationships. The document aims to help students understand fundamental marketing concepts and their application to real-world business examples.
The document outlines learning objectives for a chapter on organizational strategy and the strategic marketing process. It includes 7 learning objectives that cover topics like the different types of organizations and levels of strategy within organizations, how organizations establish their foundations, directions, and strategies. It also discusses using marketing dashboards and metrics to track strategic performance and the three phases of the strategic marketing process - planning, implementation, and evaluation. Examples and diagrams are provided to illustrate various concepts.
This document discusses business-to-business (B2B) marketing. It begins by outlining the key learning objectives which are to describe B2B market segmentation, the B2B buying process, roles in the buying center, organizational cultures, and buying situations. The document then provides an overview of the various B2B markets including resellers, institutions, government, and manufacturers/service providers. It also outlines the stages of the B2B buying process and factors that influence it.
This document outlines learning objectives and content for a chapter on market segmentation. It discusses the five key steps in segmenting and targeting markets: 1) grouping potential buyers into segments, 2) grouping products into categories, 3) developing a market-product grid to estimate market sizes, 4) selecting target markets, and 5) taking marketing actions. It provides examples of how companies like Wendy's and Apple employ segmentation strategies and position their products in the marketplace.
This document contains slides from a chapter on consumer behavior. It discusses the stages in the consumer purchase decision process, including problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. It also distinguishes between routine, limited, and extended problem solving processes. The slides cover psychological influences on consumer behavior like motivation, personality, perception, learning, values and attitudes. Sociocultural influences discussed include personal influence, word of mouth, and reference groups. Learning objectives are provided at the beginning for describing the purchase decision process and identifying psychological and sociocultural influences.
The document discusses developing marketing strategies and marketing plans. It covers defining a marketing strategy, the elements of a marketing plan, analyzing marketing situations using SWOT analysis, choosing consumer groups to target, implementing the marketing mix, and using portfolio analysis to evaluate performance. The marketing plan process involves planning, implementation, and control phases. Key steps in the planning phase include defining objectives, situation analysis, identifying opportunities, and developing the marketing strategy. [/SUMMARY]
This document discusses integrated marketing communications (IMC). It begins by outlining the learning objectives which are to identify the communication process, explain the AIDA model, describe integrative communication channels, explain IMC budget allocation, and identify metrics. It then provides an overview of the key components of IMC including the communication process, the AIDA model of awareness, interest, desire and action, and various communication channels such as advertising, public relations, sales promotions, personal selling, and direct marketing. It stresses that an effective IMC strategy utilizes multiple channels in an integrated way.
The document discusses segmentation, targeting, and positioning, which are key steps in developing a marketing strategy. It outlines a 5-step process: 1) establish objectives, 2) use segmentation methods to divide the market, 3) evaluate segment attractiveness, 4) select target markets, and 5) develop a positioning strategy. Segmentation methods include demographic, behavioral and psychographic approaches. The goal of targeting is to select the most attractive segments to focus on, while positioning determines the optimal way to market to the target segments.
This document contains slides from a marketing textbook chapter on defining marketing and its key concepts. The slides cover the definition of marketing, how it discovers and satisfies consumer needs through the marketing mix and environmental factors. It provides examples of how companies like 3M develop marketing programs to build customer value and relationships. The document aims to help students understand fundamental marketing concepts and their application to real-world business examples.
The document outlines learning objectives for a chapter on organizational strategy and the strategic marketing process. It includes 7 learning objectives that cover topics like the different types of organizations and levels of strategy within organizations, how organizations establish their foundations, directions, and strategies. It also discusses using marketing dashboards and metrics to track strategic performance and the three phases of the strategic marketing process - planning, implementation, and evaluation. Examples and diagrams are provided to illustrate various concepts.
This document discusses business-to-business (B2B) marketing. It begins by outlining the key learning objectives which are to describe B2B market segmentation, the B2B buying process, roles in the buying center, organizational cultures, and buying situations. The document then provides an overview of the various B2B markets including resellers, institutions, government, and manufacturers/service providers. It also outlines the stages of the B2B buying process and factors that influence it.
This document outlines learning objectives and content for a chapter on market segmentation. It discusses the five key steps in segmenting and targeting markets: 1) grouping potential buyers into segments, 2) grouping products into categories, 3) developing a market-product grid to estimate market sizes, 4) selecting target markets, and 5) taking marketing actions. It provides examples of how companies like Wendy's and Apple employ segmentation strategies and position their products in the marketplace.
This document contains slides from a chapter on consumer behavior. It discusses the stages in the consumer purchase decision process, including problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. It also distinguishes between routine, limited, and extended problem solving processes. The slides cover psychological influences on consumer behavior like motivation, personality, perception, learning, values and attitudes. Sociocultural influences discussed include personal influence, word of mouth, and reference groups. Learning objectives are provided at the beginning for describing the purchase decision process and identifying psychological and sociocultural influences.
The document discusses models of the communication process. It describes various forms of message encoding including pictures, words, music, and animation. It also discusses different communication channels such as personal channels, word-of-mouth, and print/broadcast media. Several models of the communication process are presented, including the basic model involving a sender, encoding, channel, decoding, receiver, noise, response, and feedback.
This document provides an overview of key concepts in communication and promotional strategy. It includes visual models of the communication process, message encoding and decoding, factors that influence effective communication, and response models. Promotional strategies are discussed, including selecting appropriate communication channels and target audiences. Models for developing advertising strategies based on audience involvement and thinking versus feeling orientations are presented.
The document provides an overview of chapter 19 from a Principles of Marketing textbook. It discusses key concepts related to advertising, public relations, and sales promotions including:
1) The steps in designing and executing an advertising campaign such as identifying the target audience, setting objectives, determining budget, conveying the message, evaluating media, creating ads, and assessing impact.
2) The objectives of advertising which are to inform, persuade, or remind the target audience.
3) How advertisers appeal to consumers through emotional or informational appeals tailored to the target audience.
4) The types of media companies use to deliver their messages including mass media to reach broad audiences and niche media to target specific groups.
Grewal & Levy 5e Chapter 6 - Consumer Behaviorkpatric
This document summarizes the key stages in the consumer decision process: need recognition, information search, alternative evaluation, purchase, and post-purchase. It describes factors that influence each stage such as functional and psychological needs, internal and external information search, perceived risks, and evaluation criteria. The document also discusses how involvement, situational factors, and the marketing mix influence the consumer decision process and lead to different types of buying decisions like extended problem solving or impulse buying.
This document outlines the key elements of developing marketing strategies and a marketing plan. It discusses:
- The three phases of a strategic plan: planning, implementing, and controlling.
- The five steps in creating a marketing plan: 1) define the business mission, 2) conduct a situation analysis using SWOT, 3) identify opportunities using segmentation, targeting, and positioning (STP), 4) implement the marketing mix to increase customer value, and 5) evaluate performance.
- The four Ps of the marketing mix: product, price, place, and promotion and how they are used to create, capture, deliver, and communicate value to customers.
- Portfolio analysis and its four quadrants used
1. The document discusses integrated marketing communications (IMC), including the communication process, the AIDA model of generating awareness, interest, desire and action in consumers, and various IMC channels both online and offline.
2. It also covers planning and measuring IMC success through defining objectives and metrics, as well as setting budgets through objective-and-task and rule-of-thumb methods.
3. Key metrics discussed for evaluating IMC include frequency, reach, gross rating points, clicks, impressions, and return on investment.
The document discusses various topics related to developing an effective media strategy, including:
1) The changing media landscape and factors leading to changes in media.
2) Key terms and concepts in media planning such as media objectives, strategy, vehicles, reach, and frequency.
3) Steps involved in developing a media plan and calculating important metrics like gross ratings points.
4) Considerations for developing media strategies such as target audience coverage, scheduling, and flexibility.
This chapter discusses product, branding, and packaging decisions. It covers the components of a product, different types of consumer products, and strategies for product mix and lines. Branding strategies like branding, brand equity, brand ownership, naming, extensions, licensing, and repositioning are explained. The advantages of packaging and labeling are also outlined. The learning objectives are to describe key aspects of products, brands, and packaging.
This document discusses marketing ethics and corporate social responsibility. It covers topics such as ethical values, ethics versus social responsibility, frameworks for ethical decision making, and integrating ethics into marketing strategy. The document contains learning objectives, diagrams, images, and questions to help explain these concepts over several pages. It is from a marketing textbook and is intended for educational use by authorized instructors.
This document discusses business-to-business (B2B) marketing. It describes the various B2B markets which include manufacturers and service providers, resellers, institutions, and government. The stages of the B2B buying process are then outlined which include need recognition, product specifications, request for proposal (RFP) process, proposal analysis and supplier selection, order specification, and vendor performance assessment. The roles in the buying center such as influencer, decider, buyer, user, gatekeeper, and initiator are also defined. Different organizational cultures like democratic, consultative, consensus, and autocratic are described. Finally, the types of buying situations - new buy, straight rebuy, and modified rebuy are
This document discusses business-to-business (B2B) marketing. It describes the major B2B markets which include manufacturers and service providers, resellers, institutions, and government. It then outlines the six stages in the B2B buying process: need recognition, product specifications, request for proposal (RFP) process, proposal analysis and supplier selection, order specification, and vendor performance assessment. It also discusses the different roles in the buying center, types of organizational cultures, and buying situations.
This document summarizes a chapter about marketing services from a Principles of Marketing textbook. It discusses how services differ from products in being intangible, heterogeneous, perishable, and inseparable in production and consumption. It also covers the four gaps in the Service Gap Model: the knowledge gap between customer expectations and company perception; the standards gap between company standards and delivery; the delivery gap between standards and actual service; and the communications gap between promises and actual service. Finally, it discusses evaluating service quality, setting service standards, overcoming gaps, and service recovery strategies.
This document outlines key concepts from a chapter on product, branding, and packaging decisions. It includes 8 learning objectives that will be covered, such as describing product components, identifying types of consumer products, and explaining branding strategies. The chapter then covers topics like the difference between a product mix's breadth and a product line's depth, the advantages brands provide, components of brand equity, and how packaging impacts marketing success. Examples and questions are provided to illustrate and test understanding of the concepts.
This document contains a chapter about perspectives on consumer behavior from a McGraw-Hill textbook. It includes models of consumer decision making and influences on behavior. It discusses concepts like problem recognition, Maslow's hierarchy of needs, perception processes, attitude formation, and environmental influences from culture, social class, and reference groups. Figures and tables illustrate concepts like learning theories and marketing research methods.
This document discusses segmentation, targeting, and positioning in marketing. It outlines a 5-step process: 1) establish strategy and objectives, 2) use segmentation methods to divide the market, 3) evaluate segment attractiveness, 4) select target markets, and 5) develop a positioning strategy. Segmentation methods include demographic, behavioral, and psychographic approaches. Key criteria for attractive segments are that they are identifiable, substantial, reachable, responsive, and profitable. The chapter also covers targeting strategies and developing positioning through a product's value, attributes, symbols, and competition.
Chapter 9 - Segmentation, Targeting, and Positioning kpatric
This document outlines the segmentation, targeting, and positioning process that companies go through when developing marketing strategies. It includes 5 steps: 1) Establish strategy and objectives, 2) Use segmentation methods to divide the market, 3) Evaluate segment attractiveness, 4) Select a target market, and 5) Develop a positioning strategy. Key points covered include different segmentation methods, criteria for evaluating segment attractiveness, targeting strategies like undifferentiated vs differentiated, and how to develop a positioning strategy using techniques like perceptual maps.
This document provides an overview of key concepts in consumer behavior and marketing strategies. It discusses 1) the importance of understanding consumer behavior and purchase decision processes, 2) the stages of consumer decision making including problem recognition, information search, evaluation of alternatives, purchase decision and post-purchase evaluation, and 3) how marketers can influence consumer attitudes through advertising by changing beliefs about product attributes or the importance of attributes. The document also covers consumer learning processes including conditioning, thinking and modeling behavior.
This document discusses pricing concepts and strategies. It covers the five Cs of pricing: company objectives, customers, costs, competition, and channel members. It explains key pricing concepts like elasticity, break-even analysis, and the relationship between price and quantity sold. The learning objectives are to explain the different pricing orientations, price elasticity, calculating break-even points, and types of price competition levels.
This document provides an overview of promotional strategy concepts including advertising appeals, creative execution styles, rational and emotional appeals, transformational advertising, combining rational and emotional appeals, levels of relationships with brands, reminder advertising, teaser ads, user-generated content, print advertising components, television commercial tactics, and the production process for TV commercials. It uses examples and exhibits from the specified textbook to illustrate these concepts.
The document provides an overview and introduction to marketing. It defines marketing and describes the key concepts of creating value for customers through the marketing mix of product, price, place, and promotion. Marketing aims to satisfy customer needs and wants through an exchange process. It can be performed by individuals, organizations, and across different types of business relationships. The importance of marketing is also discussed.
The document discusses marketing and its importance. It defines marketing as creating, capturing, communicating, and delivering value to customers. Marketing helps satisfy customer needs through the marketing mix of product, price, place, and promotion. The document emphasizes that marketing benefits customers and society by enriching lives and building relationships.
This document outlines a chapter on marketing ethics. It discusses identifying ethical values for marketers, distinguishing ethics from social responsibility, and identifying the four steps in ethical decision making. It also describes how ethics can be integrated into a firm's marketing strategy and how corporate social responsibility programs help stakeholders. Learning objectives are listed for identifying key concepts around marketing ethics.
The document discusses models of the communication process. It describes various forms of message encoding including pictures, words, music, and animation. It also discusses different communication channels such as personal channels, word-of-mouth, and print/broadcast media. Several models of the communication process are presented, including the basic model involving a sender, encoding, channel, decoding, receiver, noise, response, and feedback.
This document provides an overview of key concepts in communication and promotional strategy. It includes visual models of the communication process, message encoding and decoding, factors that influence effective communication, and response models. Promotional strategies are discussed, including selecting appropriate communication channels and target audiences. Models for developing advertising strategies based on audience involvement and thinking versus feeling orientations are presented.
The document provides an overview of chapter 19 from a Principles of Marketing textbook. It discusses key concepts related to advertising, public relations, and sales promotions including:
1) The steps in designing and executing an advertising campaign such as identifying the target audience, setting objectives, determining budget, conveying the message, evaluating media, creating ads, and assessing impact.
2) The objectives of advertising which are to inform, persuade, or remind the target audience.
3) How advertisers appeal to consumers through emotional or informational appeals tailored to the target audience.
4) The types of media companies use to deliver their messages including mass media to reach broad audiences and niche media to target specific groups.
Grewal & Levy 5e Chapter 6 - Consumer Behaviorkpatric
This document summarizes the key stages in the consumer decision process: need recognition, information search, alternative evaluation, purchase, and post-purchase. It describes factors that influence each stage such as functional and psychological needs, internal and external information search, perceived risks, and evaluation criteria. The document also discusses how involvement, situational factors, and the marketing mix influence the consumer decision process and lead to different types of buying decisions like extended problem solving or impulse buying.
This document outlines the key elements of developing marketing strategies and a marketing plan. It discusses:
- The three phases of a strategic plan: planning, implementing, and controlling.
- The five steps in creating a marketing plan: 1) define the business mission, 2) conduct a situation analysis using SWOT, 3) identify opportunities using segmentation, targeting, and positioning (STP), 4) implement the marketing mix to increase customer value, and 5) evaluate performance.
- The four Ps of the marketing mix: product, price, place, and promotion and how they are used to create, capture, deliver, and communicate value to customers.
- Portfolio analysis and its four quadrants used
1. The document discusses integrated marketing communications (IMC), including the communication process, the AIDA model of generating awareness, interest, desire and action in consumers, and various IMC channels both online and offline.
2. It also covers planning and measuring IMC success through defining objectives and metrics, as well as setting budgets through objective-and-task and rule-of-thumb methods.
3. Key metrics discussed for evaluating IMC include frequency, reach, gross rating points, clicks, impressions, and return on investment.
The document discusses various topics related to developing an effective media strategy, including:
1) The changing media landscape and factors leading to changes in media.
2) Key terms and concepts in media planning such as media objectives, strategy, vehicles, reach, and frequency.
3) Steps involved in developing a media plan and calculating important metrics like gross ratings points.
4) Considerations for developing media strategies such as target audience coverage, scheduling, and flexibility.
This chapter discusses product, branding, and packaging decisions. It covers the components of a product, different types of consumer products, and strategies for product mix and lines. Branding strategies like branding, brand equity, brand ownership, naming, extensions, licensing, and repositioning are explained. The advantages of packaging and labeling are also outlined. The learning objectives are to describe key aspects of products, brands, and packaging.
This document discusses marketing ethics and corporate social responsibility. It covers topics such as ethical values, ethics versus social responsibility, frameworks for ethical decision making, and integrating ethics into marketing strategy. The document contains learning objectives, diagrams, images, and questions to help explain these concepts over several pages. It is from a marketing textbook and is intended for educational use by authorized instructors.
This document discusses business-to-business (B2B) marketing. It describes the various B2B markets which include manufacturers and service providers, resellers, institutions, and government. The stages of the B2B buying process are then outlined which include need recognition, product specifications, request for proposal (RFP) process, proposal analysis and supplier selection, order specification, and vendor performance assessment. The roles in the buying center such as influencer, decider, buyer, user, gatekeeper, and initiator are also defined. Different organizational cultures like democratic, consultative, consensus, and autocratic are described. Finally, the types of buying situations - new buy, straight rebuy, and modified rebuy are
This document discusses business-to-business (B2B) marketing. It describes the major B2B markets which include manufacturers and service providers, resellers, institutions, and government. It then outlines the six stages in the B2B buying process: need recognition, product specifications, request for proposal (RFP) process, proposal analysis and supplier selection, order specification, and vendor performance assessment. It also discusses the different roles in the buying center, types of organizational cultures, and buying situations.
This document summarizes a chapter about marketing services from a Principles of Marketing textbook. It discusses how services differ from products in being intangible, heterogeneous, perishable, and inseparable in production and consumption. It also covers the four gaps in the Service Gap Model: the knowledge gap between customer expectations and company perception; the standards gap between company standards and delivery; the delivery gap between standards and actual service; and the communications gap between promises and actual service. Finally, it discusses evaluating service quality, setting service standards, overcoming gaps, and service recovery strategies.
This document outlines key concepts from a chapter on product, branding, and packaging decisions. It includes 8 learning objectives that will be covered, such as describing product components, identifying types of consumer products, and explaining branding strategies. The chapter then covers topics like the difference between a product mix's breadth and a product line's depth, the advantages brands provide, components of brand equity, and how packaging impacts marketing success. Examples and questions are provided to illustrate and test understanding of the concepts.
This document contains a chapter about perspectives on consumer behavior from a McGraw-Hill textbook. It includes models of consumer decision making and influences on behavior. It discusses concepts like problem recognition, Maslow's hierarchy of needs, perception processes, attitude formation, and environmental influences from culture, social class, and reference groups. Figures and tables illustrate concepts like learning theories and marketing research methods.
This document discusses segmentation, targeting, and positioning in marketing. It outlines a 5-step process: 1) establish strategy and objectives, 2) use segmentation methods to divide the market, 3) evaluate segment attractiveness, 4) select target markets, and 5) develop a positioning strategy. Segmentation methods include demographic, behavioral, and psychographic approaches. Key criteria for attractive segments are that they are identifiable, substantial, reachable, responsive, and profitable. The chapter also covers targeting strategies and developing positioning through a product's value, attributes, symbols, and competition.
Chapter 9 - Segmentation, Targeting, and Positioning kpatric
This document outlines the segmentation, targeting, and positioning process that companies go through when developing marketing strategies. It includes 5 steps: 1) Establish strategy and objectives, 2) Use segmentation methods to divide the market, 3) Evaluate segment attractiveness, 4) Select a target market, and 5) Develop a positioning strategy. Key points covered include different segmentation methods, criteria for evaluating segment attractiveness, targeting strategies like undifferentiated vs differentiated, and how to develop a positioning strategy using techniques like perceptual maps.
This document provides an overview of key concepts in consumer behavior and marketing strategies. It discusses 1) the importance of understanding consumer behavior and purchase decision processes, 2) the stages of consumer decision making including problem recognition, information search, evaluation of alternatives, purchase decision and post-purchase evaluation, and 3) how marketers can influence consumer attitudes through advertising by changing beliefs about product attributes or the importance of attributes. The document also covers consumer learning processes including conditioning, thinking and modeling behavior.
This document discusses pricing concepts and strategies. It covers the five Cs of pricing: company objectives, customers, costs, competition, and channel members. It explains key pricing concepts like elasticity, break-even analysis, and the relationship between price and quantity sold. The learning objectives are to explain the different pricing orientations, price elasticity, calculating break-even points, and types of price competition levels.
This document provides an overview of promotional strategy concepts including advertising appeals, creative execution styles, rational and emotional appeals, transformational advertising, combining rational and emotional appeals, levels of relationships with brands, reminder advertising, teaser ads, user-generated content, print advertising components, television commercial tactics, and the production process for TV commercials. It uses examples and exhibits from the specified textbook to illustrate these concepts.
The document provides an overview and introduction to marketing. It defines marketing and describes the key concepts of creating value for customers through the marketing mix of product, price, place, and promotion. Marketing aims to satisfy customer needs and wants through an exchange process. It can be performed by individuals, organizations, and across different types of business relationships. The importance of marketing is also discussed.
The document discusses marketing and its importance. It defines marketing as creating, capturing, communicating, and delivering value to customers. Marketing helps satisfy customer needs through the marketing mix of product, price, place, and promotion. The document emphasizes that marketing benefits customers and society by enriching lives and building relationships.
This document outlines a chapter on marketing ethics. It discusses identifying ethical values for marketers, distinguishing ethics from social responsibility, and identifying the four steps in ethical decision making. It also describes how ethics can be integrated into a firm's marketing strategy and how corporate social responsibility programs help stakeholders. Learning objectives are listed for identifying key concepts around marketing ethics.
The document discusses the key steps in designing and executing an advertising campaign, including identifying the target audience, setting objectives, determining budget, conveying the message, evaluating media, creating ads, and assessing impact. It also covers the objectives of advertising such as to inform, persuade, and remind consumers. Additionally, it identifies different types of advertising appeals and media channels that can be used.
The document discusses integrated marketing communications and the promotional mix. It provides learning objectives for a chapter on promotion and marketing communications. The objectives include discussing integrated marketing communication and the communication process, selecting appropriate promotional approaches for different situations, and describing elements of the promotion decision process and value of direct marketing. The document also includes sample content on these topics, such as definitions and diagrams.
The document discusses supply chain and channel management. It covers topics like marketing channels, supply chain management, designing marketing channels, managing strategic relationships, information and merchandise flow through channels, and technologies used. The learning objectives are to understand channel and supply chain importance, direct vs indirect channels, channel management, and information/merchandise flow. Key concepts are defined in a glossary at the end.
The document discusses factors for manufacturers to consider when establishing relationships with retailers and developing retail strategies. It outlines different types of retailers including food retailers like supermarkets, convenience stores, and warehouse clubs. General merchandise retailers discussed include department stores, discount stores, off-price retailers, and specialty stores. The benefits of stores and multichannel retailing are presented along with challenges of the multichannel approach. Learning objectives cover retail strategy, distribution intensity, and multichannel marketing challenges.
This chapter discusses the marketing of services and how it differs from product marketing. It identifies four key differences: services are intangible, heterogeneous, perishable, and have inseparable production and consumption. The chapter introduces the Service Gap Model which outlines four potential gaps: the knowledge gap, standards gap, delivery gap, and communications gap. It also examines five dimensions of service quality: tangibles, reliability, responsiveness, assurance, and empathy. Finally, it discusses the importance of effective service recovery strategies.
This document outlines learning objectives and content for a chapter on marketing channels and supply chain management. It covers key topics like the functions of intermediaries in marketing channels, types of traditional and electronic channels for consumer and business products, factors in selecting and managing channels, and the relationships between logistics, supply chain management, and marketing strategy. Case studies on companies like Amazon, IBM, Dell and Walmart are provided to illustrate concepts. The overall purpose is to explain the nature and importance of marketing channels and how supply chain and logistics management relate to marketing strategy.
This document discusses global marketing strategies. It covers assessing global markets through economic and sociocultural analysis. Key factors for economic analysis include GDP, GNI, population size, income levels, infrastructure, and government policies. Cultural dimensions to analyze include power distance, uncertainty avoidance, individualism, and masculinity. The document also discusses strategies for entering global markets, such as exports, foreign direct investment, joint ventures, and strategies for the global marketing mix including adapting products, pricing, distribution, and communications to different country markets.
The document outlines the marketing research process which includes 5 steps: defining objectives and research needs, designing the research, data collection, analyzing data and developing insights, and creating an action plan and implementation. It discusses secondary and primary data collection techniques, as well as the advantages and disadvantages of each. The document also covers ethics in marketing research and using customer information.
This document outlines a chapter on consumer behavior that covers:
- The six stages of the consumer decision process: need recognition, information search, alternative evaluation, purchase, consumption, and post-purchase evaluation.
- Factors that influence the consumer decision process such as psychological, social, and situational factors.
- The difference between functional and psychological needs that drive consumer behavior.
- How involvement affects how consumers process information and make buying decisions.
Global ManagementManaging across BordersPPT12C.docxshericehewat
This document discusses key topics in international management, including three developments of globalization that will affect people, reasons for companies to expand internationally, and ways they do so. It also addresses cultural differences, barriers to trade, and organizations that promote trade. Major questions covered include the characteristics of successful international managers, and the principal areas of cultural differences between countries.
The document discusses interactive marketing and how it creates customer value, relationships, and experiences. It defines interactive marketing as two-way communication between buyers and sellers in a computer-mediated environment where buyers control the information they receive. The document also defines a choiceboard as an interactive system that allows customers to customize products and services by selecting from options for attributes, prices, and delivery. The overall goal of the chapter is to explain how interactive marketing works and why it is suited for certain products and services.
This document contains slides from a chapter on organizational buying behavior. It discusses key topics around distinguishing different types of organizational markets and their characteristics. Some of the learning objectives covered include defining industrial, reseller and government markets, explaining the differences between organizational and consumer buying, how buying centers and situations influence purchases, and the importance of online buying for organizations. The slides include definitions, diagrams, examples and case studies.
This document discusses pricing concepts and strategies. It covers the five Cs of pricing - company objectives, customers, costs, competition, and channel members. It also explains key pricing concepts like elasticity, break-even analysis, the relationship between price and quantity. The document contains learning objectives, definitions of key terms, and examples to illustrate pricing models and strategies.
This document outlines learning objectives and content for a chapter on product life cycle, branding, and marketing of products and services. The key topics covered include the stages of the product life cycle, how marketing executives manage a product over its life cycle, importance of branding and branding strategies, role of packaging and labeling, and how the traditional 4 Ps framework is expanded for marketing services.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Evaluating the Effectiveness of Women-Focused MarketingHighViz PR
Women centric marketing is a vital part in reaching one of the most influential groups of consumers. Here is a guide to know and measure the impact of women-centric marketing efforts-
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Boost Your Instagram Views Instantly Proven Free Strategies.pptxInstBlast Marketing
Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
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Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.