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The document discusses competitive dynamics and strategies for different market positions. It addresses how market leaders can expand the total market and defend their share, how challengers can attack leaders, and how followers and nichers can compete. The document also examines strategies for different stages of the product life cycle and how marketers should adapt to economic downturns by focusing on value and customers.

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The document discusses key topics that influence consumer behavior, including cultural, social, personal, and psychological factors. It covers major theories on motivation from Freud, Maslow, and Herzberg, as well as psychological processes like perception, learning, emotions, and memory. The five-stage model of the buying decision process is also examined, along with how behavioral decision theory and behavioral economics can cause consumers to stray from rational decision making.

Kotler mm 14e 07 ippt

This document discusses analyzing business markets and organizational buying. It begins by asking chapter review questions about the nature of business markets, buying situations, and the business-to-business buying process. The document then defines organizational buying and discusses characteristics of business markets, different buying situations, and the various roles that make up the buying center. It also outlines the stages in the buying process and methods for researching customer value and building buyer-seller relationships. Finally, it briefly discusses institutional markets and repeats the chapter review questions.

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The document discusses factors companies should consider when deciding to enter global markets and how to manage international operations. It covers evaluating foreign markets, risks of going abroad, modes of entry like exporting and licensing. The text also addresses adapting marketing strategies for other cultures, managing global brands, and organizational structures like export departments and international divisions.

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The document discusses market segmentation and targeting. It defines a market segment as a group of customers who share similar needs and wants. It identifies different ways to segment consumer markets, including geographic, demographic, psychographic, and behavioral segmentation. The key requirements for effective segmentation are that the segments are identifiable, substantial, accessible, differentiable, and actionable. Companies must also choose the most attractive target markets to enter.

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This document discusses marketing channels and channel management. It begins by defining a marketing channel system as the set of organizations involved in making a product available to consumers. It then discusses how companies design channel systems, manage channel members, integrate channels, and address channel conflicts. The document also covers the rise of e-commerce and m-commerce channels and the issues companies face with these new channels.

This document discusses analyzing business markets and organizational buying. It begins by asking chapter review questions about the nature of business markets, buying situations, and the business-to-business buying process. The document then defines organizational buying and discusses characteristics of business markets, different buying situations, and the various roles that make up the buying center. It also outlines the stages in the buying process and methods for researching customer value and building buyer-seller relationships. Finally, it briefly discusses institutional markets and repeats the chapter review questions.

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This document introduces key concepts in marketing. It discusses the importance and scope of marketing, including identifying and meeting human needs. Core marketing concepts are explained such as segmentation, targeting, positioning, and the marketing mix. New marketing realities like technology and globalization are changing how consumers and companies interact. Successful marketing now requires a holistic approach across relationships, integration, internal support, and performance metrics.

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The document discusses key concepts around product strategy and marketing, including how to classify and differentiate products, the importance of product design, how to manage a company's product mix and lines, strategies for co-branding and ingredient branding, and how packaging, labeling, warranties and guarantees can be used as marketing tools. It provides frameworks for differentiating products, classifying them by durability, tangibility and use, and mapping product lines. The chapter questions cover topics like product characteristics, differentiation, design, product mixes, co-branding, and use of packaging as a marketing tool.

Kotler mm 14e 05 ippt

This document discusses building long-term customer loyalty relationships. It defines key concepts like customer value, satisfaction and loyalty. It also discusses estimating customer lifetime value and maximizing it through customer relationship management. Companies can attract and retain customers by reducing defection, increasing longevity, focusing on high-value customers, and implementing loyalty programs. Database marketing allows targeting offers to improve loyalty, but it may not be suitable for all products or customers.

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Kotler: Chapter 21

Grace

This document discusses concepts related to international marketing and tapping into global markets. It outlines 10 key concepts: 1) global firms operate worldwide, 2) factors to consider when deciding to enter foreign markets, 3) deciding which markets to enter based on attractiveness and risk, 4) five modes of foreign market entry, 5) deciding on marketing programs based on culture, 6) communicating messages to consumers, 7) setting globally competitive prices, 8) deciding how much to adapt products and communications locally, 9) impacts of country of origin perceptions, and 10) organizing marketing operations internationally through export departments, international divisions, or global organizations.

Principles of marketing_chapter_2

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This document outlines key aspects of new product development and product lifecycle strategies discussed in Chapter 9. It covers the new product development process from idea generation through commercialization. This includes identifying good product ideas, concept development and testing, developing a marketing strategy, and test marketing. It also discusses managing the process through customer-centered, team-based, and systematic approaches. Finally, it outlines the stages of the product lifecycle - introduction, growth, maturity, and decline - and strategies for each stage.

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The document describes the Founder's Workbook, an online companion to the book The Startup Owner's Manual. The Workbook provides founders with over 57 checklists to guide them through the customer development process. Users can subscribe for $9.95 per year and access the checklists organized by chapter. They can track their progress by checking off items as completed and adding notes. The Workbook is endorsed by the authors of The Startup Owner's Manual, Steve Blank and Bob Dorf.

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The document discusses branding and brand equity. It defines a brand as a name, symbol or design that identifies a seller's goods and differentiates them from competitors. Brand equity is the added value provided to products and services through branding, which is reflected in how consumers think, feel and act regarding the brand. Building brand equity involves identifying brand positioning, implementing brand marketing, measuring brand performance, and growing brand value over time. Strong brands provide advantages like greater customer loyalty and margins. The document also discusses measuring brand equity, managing brand equity through reinforcement or revitalization, and developing branding strategies.

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ftsutton

The document provides an overview of consumer motivation and needs. It discusses the types of human needs, including innate and acquired needs. It also covers goals and how they are selected, as well as the dynamics of motivation including how needs are aroused and how frustration can lead to defense mechanisms. Several systems of needs are examined, including those proposed by Maslow and Murray. Qualitative and projective techniques for measuring motives are also summarized.

Chapter #7

This document outlines key concepts in customer-driven marketing strategy, including market segmentation, targeting, differentiation, and positioning. It discusses how companies divide large markets into smaller segments based on variables like geography, demographics, and behaviors. It also explains strategies for selecting target markets and developing a unique positioning by choosing competitive advantages to meet customer needs better than competitors. The overall aim is to create marketing strategies that deliver maximum value to chosen target customer segments.

Chapter #10

Operational Excellence Consulting

This document discusses factors to consider when setting prices, including customer perceptions of value, company and product costs, and other internal and external considerations. It defines price as the amount charged for a product or service and as the only element in the marketing mix that produces revenue. The document outlines different pricing strategies such as value-based pricing, cost-based pricing, break-even pricing, and target profit pricing. It also discusses how market structure, demand, price elasticity, competitors' strategies, and economic conditions should influence price decisions.

Business Model Canvas

[To download this presentation, visit: https://www.oeconsulting.com.sg/training-presentations] The Business Model Canvas is a Strategic Management and Lean Startup template for developing new or redesigning existing business models to create competitive advantage. The Business Model Canvas, rooted in Strategyzer's strategic framework, emerges as a dynamic tool, showcasing 9 essential building blocks. These blocks span across an organization's core, infrastructure, customer engagement, and financial dimensions. Encompassing Customer Segments, Value Propositions, Channels, Customer Relationships, Revenue Streams, Key Resources, Key Activities, Key Partnerships, and Cost Structure, the canvas is a comprehensive roadmap. Beyond the core blocks, this presentation delves into the strategic genius behind successful business models, exploring real-world exemplars like Apple, Facebook, Amazon, and diverse innovators. Uncovering these key patterns adds a layer of insight, enriching the understanding of effective business model innovation. Purposefully crafted for collaborative environments, this presentation excels as a foundational guide to the Business Model Canvas and complements with essential concepts such as Design Thinking and the Value Proposition Canvas. Tailored for a half-day or one-day immersion, it's a gateway to acquaint participants with potent business modeling approaches. LEARNING OBJECTIVES 1. Understand the key concepts of business model thinking. 2. Acquire knowledge of the 9 building blocks of the Business Model Canvas for value creation. 3. Learn to recognize key patterns of business models. 4. Learn how to apply the Business Model Canvas to map out your current business model for understanding and analysis. 5. Gain basic knowledge of the Business Model design process and related frameworks. CONTENTS 1. Introduction to Business Model Thinking 2. Basics of Design Thinking 3. The 9 Building Blocks 4. Key Patterns of Business Models 5. The Business Model Canvas 6. The Value Proposition Canvas 7. Business Model Design Process 8. Presenting the Business Model Canvas – Do's and Don'ts Appendix: Additional Slides & Templates

Dasrat goswami

This document outlines chapter 9 on new product development and product lifecycle strategies. It discusses new product development strategies like acquisition and internal development. It then details the major stages in the new product development process including idea generation, concept development and testing, marketing strategy development, and commercialization. Finally, it covers product lifecycle strategies and how products should be managed through the introduction, growth, maturity, and decline stages.

New market offerings

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The document discusses retailing, wholesaling, and logistics. It covers the major types of retailers like supermarkets, department stores, and discount stores. It also discusses wholesalers, distributors that buy products in bulk and break them down for resale. Logistics involves coordinating the flow of goods from manufacturers to consumers through transportation and warehousing. The document examines the marketing decisions of retailers and wholesalers around areas like pricing, product assortment, and supply chain management. It also looks at trends in these industries and asks about the future of private label brands.

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The document discusses key aspects of services marketing. It defines a service as any act or performance that is intangible and does not result in ownership. Services are classified along a continuum from pure tangible goods to pure services. Services differ from goods in being intangible, inseparable from their delivery, variable in their delivery, and perishable if not provided immediately. The document outlines challenges in services marketing like matching supply and demand and reducing customer failures. It provides best practices for achieving service excellence, improving quality using models of expected service, and enhancing customer support for goods companies.

Creating Customer Value And Engagement

Ayesha Arshad

This document outlines the key principles of marketing including: 1) Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return. 2) Understanding customer needs, wants, demands and the marketplace is essential for developing a customer-driven marketing strategy that involves segmenting markets and choosing a value proposition. 3) An integrated marketing plan uses the marketing mix of product, price, promotion and place to implement the strategy and build customer relationships through delivering superior customer value and satisfaction.

Designing and managing integrated marketing communication

This document discusses integrated marketing communications and the major steps in developing an effective communications program. It defines marketing communications and lists the main communication modes. The major steps in developing communications are identifying the target audience, determining objectives, designing the message, selecting channels, establishing a budget, and measuring results. It also discusses elements of the communications process, developing effective creative strategies, and setting an optimal communications mix.

Kotler framework 5e_01_sppt

The document defines marketing and marketing management. It discusses the scope of marketing, including goods, services, and ideas. It also covers fundamental marketing concepts such as needs, targeting, segmentation, offerings, value, and the marketing environment. The document then outlines the tasks involved in successful marketing management, such as developing strategies, connecting with customers, and delivering value.

Kotler mm 14e_01_ippt

Kate Kapooklook

The document discusses the definition and scope of marketing. It defines marketing as creating and maintaining customer relationships to benefit an organization. Marketing management is choosing target markets and keeping customers loyal through value creation. The scope of marketing has expanded and now includes goods, services, ideas, and organizations. Successful marketing management requires developing strategies, understanding customers, building brands, and delivering value.

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