Chapter 8
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The document discusses the key elements of the marketing mix - product, price, place, and promotion. It notes that for financial services specifically, the elements are people-focused given the intangible and personalized nature of many financial products and services. An effective marketing mix aims for consistency across elements and synergy between them to clearly communicate the company's strategic position and offerings.
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The document outlines the key steps in market segmentation:
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Marketing involves creating and delivering value for customers. It starts and ends with customers and their needs. The marketing mix consists of the 4Ps - product, price, place and promotion. The goal is to satisfy customer needs through an exchange that benefits both the customer and the organization.
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3. To choose the most attractive target markets, a company considers demographic factors, operating variables, purchasing approaches, situational factors, and personal characteristics.
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This document discusses various concepts for segmenting consumer markets and targeting customer groups, including:
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3. Targeting involves evaluating market segments and choosing specific segments to target based on size, attractiveness, and fit with company objectives.
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The document discusses market segmentation, targeting, and positioning. It defines segmenting as identifying distinct buyer groups that require separate products and marketing. Targeting is selecting specific segments to enter. Positioning establishes the key benefits that distinguish a product in the market. The document then discusses various bases for segmenting, including geographic, demographic, psychographic, and behavioral factors. It emphasizes that consumer benefits are more important determinants of behavior than demographics alone. Overall guidelines and considerations for market segmentation, targeting, and positioning are provided.
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The document outlines the key steps in market segmentation:
1. Identify the target market and ensure individuals have something in common. For example, separating men and women.
2. Identify the needs and expectations of the target audience by understanding what they want from products.
3. Create meaningful subgroups within the target market by considering factors like age, income level, or interests to better meet consumer needs. Review behaviors and adjust segmentation over time.
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This document discusses the three steps of target marketing: market segmentation, targeting, and positioning. It defines different levels of market segmentation including mass, niche, and micromarketing. Common bases for segmenting markets include geographic, demographic, psychographic, and behavioral factors. The document explains how companies evaluate market segments, select target segments, and develop positioning strategies to communicate their competitive advantages.
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2. A market segment consists of customers who share similar needs and wants. Examples of segments include geographic areas, demographics, lifestyles, usage behaviors, and business characteristics.
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Module 4 identifying market segments and selecting targeting markets
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Identifying Market Segments and Targets / Marketing Management By Kotler K...
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This document provides an introduction and overview of key marketing management concepts:
- Marketing management involves analyzing, planning, implementing and controlling programs to facilitate exchanges between organizations and target audiences for mutual benefit.
- The core concepts of marketing include needs and wants, products and services, markets, exchanges and relationships, and customer value and satisfaction.
- Marketing serves economic, legal, managerial, and social functions and involves studying customers, products, pricing, distribution, promotion, and ensuring satisfaction.
- Understanding marketing concepts is important for organizations to meet competition, reduce costs, enter new markets, and satisfy customer demand.
Marketing environment
The document discusses various marketing concepts and philosophies. It defines marketing according to several experts and outlines 6 major marketing concepts: production, product, selling, marketing, societal marketing, and holistic marketing. It also discusses the fundamental principles of the marketing concept, emerging challenges in marketing, and key tasks of marketing management.
market mix and segmentation of indian railways
gives an brief idea about services marketing marketing mix and marketing segmentation of indian railways
Cmarketing 1
This document provides an overview of strategic marketing concepts. It defines marketing and describes the key elements of the marketing mix - product, price, place, and promotion. It explains how marketing creates value for customers and focuses on satisfying customer needs. The document also summarizes the marketing environment, the marketing concept, and the importance of building customer relationships. It outlines the evolution of the marketing philosophy and discusses the role of marketing in the global economy.
Price as a part of marketingmix
This document discusses pricing as part of the marketing mix. It begins with definitions of marketing management and pricing. Pricing objectives aim to achieve organizational goals like profits or market share. Price is determined based on customer benefits and perceptions of value. Companies consider cost-based, need-based, and market-based approaches to set prices. The conclusion emphasizes that price should relate to customer perceived value of product benefits.
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Chapter 10 pricing
This document discusses influences on pricing decisions for products and services. It identifies key objectives, costs, marketing mix factors, internal and external stakeholders that influence pricing. Objectives include profit maximization and market share. Costs like fixed and variable must be considered. The marketing mix and brand positioning also affect price. Internally, different departments have different pricing priorities. Externally, customers, competitors, distributors, regulations are pricing factors. The document also discusses challenges in pricing financial services and different pricing strategies like explicit, implicit, spread, fixed fee, transaction charges, and two-part tariffs.
Chapter 9
The document discusses the new product development process in financial services. It identifies six steps: 1) generating ideas from internal and external sources, 2) screening ideas using predefined criteria, 3) developing and testing the product, 4) launching the product, 5) managing existing product lines and the product range, and 6) innovating through product modification or development to meet changing customer needs. The goal is to develop new or improved products and services that appeal to customers and are profitable for the organization.
Chapter 7
This document discusses various aspects of marketing research including:
1. Common types of marketing research such as interviewing consumers about their preferences and tracking market trends.
2. Reasons for using external market research companies such as obtaining objective assessments and specialist research skills at a lower cost than developing these capabilities internally.
3. Key steps in the marketing research process including establishing the research purpose, designing secondary and primary research, implementing investigations like focus groups, analyzing the data, and presenting findings.
Chapter 5
This document discusses the Engel-kollat and blackwell model of buying behaviour, which includes problem recognition, information search, evaluation of alternatives, purchase, and post-purchase behaviour. It also touches on difficulties consumers face in gathering information and evaluating products, as well as approaches for financial services to address intangibility, lack of interest, perceived risk, and issues with sales commissions.
Chapter 4
This document discusses various concepts related to marketing planning including:
- The importance of planning marketing activities and taking a strategic approach.
- Stages in the marketing planning process such as situation analysis, objectives setting, and strategy development.
- Tools that can be used in marketing plans like Ansoff's product/market matrix and the BCG matrix.
- Different growth strategies including market penetration, product development, market development, and diversification.
- Porter's three generic strategies of cost leadership, differentiation, and focus.
Chapter 3
1) The document discusses the importance of marketing and environmental analysis for financial institutions.
2) It covers analyzing the macro environment, market environment, and internal environment through approaches like SWOT analysis.
3) The macro environment includes political, economic, technological, and social/cultural factors, while the market environment analyzes Porter's five competitive forces of suppliers, buyers, new entrants, substitutes, and rivalry.
Chapter 2
Financial services differ from goods in that they are intangible, inseparable from their production and consumption, perishable, heterogeneous, involve fiduciary responsibility, and often form long term relationships. These differences require financial services to be marketed differently than goods, with an emphasis on building trust, reducing risk, customizing services, and ensuring consistency of service through standardized processes and motivated, informed staff.
Chapter 1
This document provides an overview of key marketing concepts, including the 4 P's of marketing (product, price, place, and promotion), different marketing philosophies (production, product, selling, societal, and marketing concepts), and the importance of planning and using information in marketing. It discusses understanding customer needs, competitors, coordinating business functions, and using capabilities to drive performance. The marketing mix and concepts are explained as frameworks for guiding business activities and decisions.
Ch 10 decision making ppt
This document provides an overview of decision making for managers. It defines decision making and explains the importance. There are several types of decisions that managers make including programmed/non-programmed, strategic/tactical/operational. Decisions can be made under conditions of certainty, risk, or uncertainty. Classical rational decision making assumes complete information while bounded rationality recognizes limits. Intuitive and creative decision making rely on experience and brainstorming. Political decision making involves compromise. Risk propensity and ethics also influence the process. Challenges include biases, escalation of commitment, and groupthink.
Ch 09 strategic management. ppt
This document provides an overview of strategic management. It defines strategic management and outlines its key benefits. It describes the strategic management process, which includes identifying vision/mission, conducting SWOT analysis, formulating strategy, implementing strategy, and evaluating strategy. It also discusses the three levels of strategy - corporate, business, and functional. Finally, it explains concepts like growth strategy, stability strategy, vertical integration, horizontal integration, diversification, and concentration strategy.
Ch 05 ethics & csr
This document provides an overview of ethics and corporate social responsibility. It discusses areas of concern in managerial ethics including how organizations treat employees and other stakeholders. It describes different views on defining ethical behavior such as the utilitarian view which focuses on outcomes, the rights view which focuses on respecting individual rights, and the theory of justice view which focuses on fairness. The document also discusses factors that shape business ethics and provides examples of ethical dilemmas commonly faced in the workplace.
Ch 04 managing in the global economy
This document outlines key concepts in managing international business operations. It defines globalization and the forces driving it, as well as the implications for managers in political, economic, socio-cultural and technological environments. Methods for foreign market entry are discussed, including exporting, licensing, joint ventures, strategic alliances and wholly owned subsidiaries. International business strategies like international, global, multidomestic and transnational are also defined. The roles of expatriate managers and reasons for expatriate failure are summarized. Trends in increasingly global business operations are noted.
Ch 03 managment, environment
This chapter discusses management, the environment, and organizational culture. It covers conducting environmental scans of the external environment, which includes economic, legal, technological, social and integrity factors, as well as the task environment including customers, suppliers, competitors and regulators. It also discusses scanning the internal environment including owners, employees and resources. The chapter examines different types of organizational culture, including hierarchy, market, clan and adhocracy cultures, and factors that influence a company's culture.
Ch 01 managingin today'sworld ppt
This document provides an overview of management concepts including definitions of management from different perspectives, the areas and functions of management, types and levels of managers, managerial roles, management skills, and organizational performance. It defines management as both an art and a process for achieving goals through planning, organizing, leading, and controlling resources. The key areas of management are general management of the overall organization and functional management of specific units. Managerial roles involve interpersonal, informational, and decision-making responsibilities. Skills required for effective management include interpersonal, communication, technical, conceptual, and human skills. Organizational performance depends on both efficiency and effectiveness in achieving goals.
The Changing Role of Managerial Accounting in a GLOBAL Business Environment
Absorption costing and variable costing treat fixed manufacturing overhead costs differently. Absorption costing includes a portion of fixed overhead in the product cost, while variable costing excludes fixed overhead. This leads to differences in reported income when production levels differ from sales volumes between periods. However, over multiple periods, total income is the same under both absorption and variable costing.
The Changing Role of Managerial Accounting in a GLOBAL Business Environment
This document provides an overview of key concepts in cost-volume-profit (CVP) analysis, including:
- Calculating the break-even point using the contribution margin approach and equation approach.
- Preparing and interpreting CVP graphs to show relationships between sales, costs, and profits.
- Applying CVP analysis to determine the effect of changes in variables such as sales price, volume, and fixed costs.
- Considering assumptions like constant prices and sales mix that underlie CVP analysis.
The Changing Role of Managerial Accounting in a GLOBAL Business Environment
This document discusses basic cost management concepts and accounting for mass customization operations. It defines key cost terms like product costs, period costs and expenses. It also describes how costs are classified on financial statements and provides examples of manufacturing costs like direct material, direct labor and manufacturing overhead. The document shows schedules for calculating cost of goods manufactured and sold. It includes an example income statement for a manufacturer to illustrate how costs flow through the financial statements.
The Changing Role of Managerial Accounting in a GLOBAL Business Environment
This document contains exercises related to cost accounting concepts. It includes questions about classifying different costs as product or period costs, and as controllable or uncontrollable. It also includes calculation questions about direct labor costs, overhead costs, differential costs, and marginal costs. Additional exercises calculate total compensation and overhead for an employee, compute differential costs between two production alternatives, and list costs that may be included in marginal cost calculations. Finally, it provides data to calculate fixed and variable overhead costs using the high-low method and determine a cost function.
T1 ch1
This document provides an overview of managerial accounting and its role in organizations. It defines managerial accounting as identifying, measuring, analyzing, interpreting, and communicating financial and non-financial information to assist managers in planning, directing, and controlling organizational operations. The document outlines five objectives of managerial accounting, major contemporary themes, differences from financial accounting, roles of accounting professionals, and ethical responsibilities. It also discusses concepts like the balanced scorecard, cost management systems, and the value chain.
A pslides02
The document discusses key concepts in marketing including market segmentation, target market identification and selection, positioning strategies, the marketing planning process, branding, packaging, pricing decisions, distribution channels, and promotional strategies. Specifically, it provides examples of demographic, geographic and psychographic segmentation. It also explains concepts like differentiating, concentrating, and positioning a product using attributes, benefits, price/quality, cultural symbols.
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"Does Foreign Direct Investment Negatively Affect Preservation of Culture in the Global South? Case Studies in Thailand and Cambodia."
Do elements of globalization, such as Foreign Direct Investment (FDI), negatively affect the ability of countries in the Global South to preserve their culture? This research aims to answer this question by employing a cross-sectional comparative case study analysis utilizing methods of difference. Thailand and Cambodia are compared as they are in the same region and have a similar culture. The metric of difference between Thailand and Cambodia is their ability to preserve their culture. This ability is operationalized by their respective attitudes towards FDI; Thailand imposes stringent regulations and limitations on FDI while Cambodia does not hesitate to accept most FDI and imposes fewer limitations. The evidence from this study suggests that FDI from globally influential countries with high gross domestic products (GDPs) (e.g. China, U.S.) challenges the ability of countries with lower GDPs (e.g. Cambodia) to protect their culture. Furthermore, the ability, or lack thereof, of the receiving countries to protect their culture is amplified by the existence and implementation of restrictive FDI policies imposed by their governments.
My study abroad in Bali, Indonesia, inspired this research topic as I noticed how globalization is changing the culture of its people. I learned their language and way of life which helped me understand the beauty and importance of cultural preservation. I believe we could all benefit from learning new perspectives as they could help us ideate solutions to contemporary issues and empathize with others.
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2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
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Do elements of globalization, such as Foreign Direct Investment (FDI), negatively affect the ability of countries in the Global South to preserve their culture? This research aims to answer this question by employing a cross-sectional comparative case study analysis utilizing methods of difference. Thailand and Cambodia are compared as they are in the same region and have a similar culture. The metric of difference between Thailand and Cambodia is their ability to preserve their culture. This ability is operationalized by their respective attitudes towards FDI; Thailand imposes stringent regulations and limitations on FDI while Cambodia does not hesitate to accept most FDI and imposes fewer limitations. The evidence from this study suggests that FDI from globally influential countries with high gross domestic products (GDPs) (e.g. China, U.S.) challenges the ability of countries with lower GDPs (e.g. Cambodia) to protect their culture. Furthermore, the ability, or lack thereof, of the receiving countries to protect their culture is amplified by the existence and implementation of restrictive FDI policies imposed by their governments.
My study abroad in Bali, Indonesia, inspired this research topic as I noticed how globalization is changing the culture of its people. I learned their language and way of life which helped me understand the beauty and importance of cultural preservation. I believe we could all benefit from learning new perspectives as they could help us ideate solutions to contemporary issues and empathize with others.Tdasx: In-Depth Analysis of Cryptocurrency Giveaway Scams and Security Strate...
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What's a worker’s market? Job quality and labour market tightness
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In a tight labour market, job-seekers gain bargaining power and leverage it into greater job quality—at least, that’s the conventional wisdom.
Michael, LMIC Economist, presented findings that reveal a weakened relationship between labour market tightness and job quality indicators following the pandemic. Labour market tightness coincided with growth in real wages for only a portion of workers: those in low-wage jobs requiring little education. Several factors—including labour market composition, worker and employer behaviour, and labour market practices—have contributed to the absence of worker benefits. These will be investigated further in future work.An Overview of the Prosocial dHEDGE Vault works
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Chapter 8
- 1. 1 chapter 88
- 2. productproduct PricePrice PromotionPromotion placeplace The marketing mix Chosen Competitive Position Target Customers’ Needs
- 3. 3 Product: includes product range, features, brand, Packaging warranties, terms and conditions.
- 4. Chapter 1 Version 3e 4 PRICE: Includes the listed price, discounts, payment periods.
- 5. Promotion: Includes advertising, personal selling sales promotion, publicity, public relations.
- 6. Place: includes distribution channels, location, Access (opening hours), staffing.
- 7. Consistency with Position : The decisions about mix element must be consistent with the position that has been chosen. Synergy from mix elements :This is important because each element of the mix presents customers with a very clear message about the organization, its products and services. An effective market mix must aim for consistency and synergy- consistency with the chosen strategic Position and synergy from the individual elements.
- 8. The main differences between financial services And physical goods were listed as: Intangibility: Financial services have no physical form and are often complex and difficult to understand. Inseparability: Financial services are produce and consumed simultaneously, they cannot be stored Heterogeneity: The quality of financial services is highly variable because of consumer differences and heavy dependence on people to provide the Service.
- 9. •The ‘people’ factor in the marketing mix emphasises the important roles that individuals play in providing financial services. •The people component of services marketing is mos Commonly associated with personal selling. •People are also important element in the product Component of the marketing mix.
- 10. Chapter 1 Version 3e 10 Peripheral evidence : Which the customer can possess but with little independent value. (e.g check book cover) Essential evidence: Which the customer cannot possess but with independent value. (e.g bank branch).
- 11. Process is concerned with the way in which the for service provision, procedures, the degree of mechanisation, etc. Process is important in distribution, it is also relevant to price through its impact on the monitoring measurement of product costs.