Marketing is defined as creating value for customers and managing customer relationships. It involves understanding customer needs and delivering products and services to satisfy those needs. Marketing management has evolved from a focus on production and selling to a more customer-centric approach of building relationships and delivering value and satisfaction. Successful marketing management requires developing strategies and plans, understanding customers, building brands, shaping offerings, communicating value, and creating long-term growth.
The document defines marketing as an organizational function involving processes for creating, communicating, and delivering value to customers. Marketing management involves choosing target markets and growing customer relationships through superior value. The document outlines fundamental marketing concepts like customer needs and segmentation. It also discusses how marketing has evolved from a production focus to a customer-centric approach involving relationship building and integrated strategies. Successful marketing management requires tasks like developing strategies, understanding customers, building brands, and communicating value.
Defining Marketing for 21st Century / Marketing Management By Kotler KellerChoudhry Asad
The document defines marketing as creating and delivering value for customers through managing relationships. It discusses marketing management as choosing target markets and growing customers through superior value. The document also outlines various concepts in marketing including the marketing mix, environmental factors, and tasks of marketing management.
The document outlines the marketing research process and various techniques used at each step. It discusses defining the problem, developing a research plan including data collection methods, analyzing the collected information, and presenting findings. A variety of question types and instruments are presented, along with considerations for sampling, contact methods, and interpreting results. Metrics for measuring marketing performance and assessing return on investment are also examined.
This document discusses developing marketing strategies and plans. It covers topics such as phases of value creation, the value chain, core business processes, maximizing core competencies, holistic marketing, strategic planning at different organizational levels, SWOT analysis, goal formulation, Porter's generic strategies, marketing alliances, and elements of a successful marketing plan. A marketing plan is the central document for directing a company's marketing efforts at both the strategic and tactical levels. It typically includes an executive summary, situation analysis, marketing strategy, financial projections, and implementation controls.
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.
The document defines marketing as creating, communicating, and delivering value to customers in a way that benefits the organization. Marketing management is the process of choosing target markets and gaining, retaining, and growing customers through superior customer value. Marketing can be applied to goods, services, ideas, and other offerings. The key functions of marketing include understanding customer needs and segmentation, developing products and brands, and determining distribution channels and pricing.
This document provides an overview of key topics in chapter 2, including company and marketing strategy, strategic planning, designing business portfolios, planning marketing, marketing strategy and mix, and managing the marketing effort. It covers concepts such as defining a market-oriented mission, setting objectives and goals, analyzing business portfolios, developing growth strategies, market segmentation, developing marketing plans, implementing marketing strategies, and measuring marketing ROI. The document consists of slides from a chapter 2 presentation that define and describe these various strategic marketing concepts.
The document defines marketing as creating, communicating, and delivering value for customers and society. It defines marketing management as choosing target markets and growing customers through superior value. It discusses the scope of marketing, including what can be marketed and who is involved. It also covers fundamental marketing concepts like segmentation, branding, and the marketing environment. Finally, it discusses how marketing has changed in recent years due to technology, globalization, and the need to differentiate products.
The document defines marketing as an organizational function involving processes for creating, communicating, and delivering value to customers. Marketing management involves choosing target markets and growing customer relationships through superior value. The document outlines fundamental marketing concepts like customer needs and segmentation. It also discusses how marketing has evolved from a production focus to a customer-centric approach involving relationship building and integrated strategies. Successful marketing management requires tasks like developing strategies, understanding customers, building brands, and communicating value.
Defining Marketing for 21st Century / Marketing Management By Kotler KellerChoudhry Asad
The document defines marketing as creating and delivering value for customers through managing relationships. It discusses marketing management as choosing target markets and growing customers through superior value. The document also outlines various concepts in marketing including the marketing mix, environmental factors, and tasks of marketing management.
The document outlines the marketing research process and various techniques used at each step. It discusses defining the problem, developing a research plan including data collection methods, analyzing the collected information, and presenting findings. A variety of question types and instruments are presented, along with considerations for sampling, contact methods, and interpreting results. Metrics for measuring marketing performance and assessing return on investment are also examined.
This document discusses developing marketing strategies and plans. It covers topics such as phases of value creation, the value chain, core business processes, maximizing core competencies, holistic marketing, strategic planning at different organizational levels, SWOT analysis, goal formulation, Porter's generic strategies, marketing alliances, and elements of a successful marketing plan. A marketing plan is the central document for directing a company's marketing efforts at both the strategic and tactical levels. It typically includes an executive summary, situation analysis, marketing strategy, financial projections, and implementation controls.
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.
The document defines marketing as creating, communicating, and delivering value to customers in a way that benefits the organization. Marketing management is the process of choosing target markets and gaining, retaining, and growing customers through superior customer value. Marketing can be applied to goods, services, ideas, and other offerings. The key functions of marketing include understanding customer needs and segmentation, developing products and brands, and determining distribution channels and pricing.
This document provides an overview of key topics in chapter 2, including company and marketing strategy, strategic planning, designing business portfolios, planning marketing, marketing strategy and mix, and managing the marketing effort. It covers concepts such as defining a market-oriented mission, setting objectives and goals, analyzing business portfolios, developing growth strategies, market segmentation, developing marketing plans, implementing marketing strategies, and measuring marketing ROI. The document consists of slides from a chapter 2 presentation that define and describe these various strategic marketing concepts.
The document defines marketing as creating, communicating, and delivering value for customers and society. It defines marketing management as choosing target markets and growing customers through superior value. It discusses the scope of marketing, including what can be marketed and who is involved. It also covers fundamental marketing concepts like segmentation, branding, and the marketing environment. Finally, it discusses how marketing has changed in recent years due to technology, globalization, and the need to differentiate products.
The document defines marketing as creating, communicating, and delivering value for customers and society. It defines marketing management as choosing target markets and growing customers through superior value. It discusses the scope of marketing, including what can be marketed and who is involved. It also covers fundamental marketing concepts like segmentation, branding, and the marketing environment. Finally, it discusses how marketing has changed in recent years due to technology, globalization, and the need to differentiate products.
This document discusses customer value, satisfaction, and loyalty. It defines these concepts and explains how companies can deliver value to customers to increase satisfaction and loyalty. It also discusses how companies can maximize customer lifetime value through relationship marketing, database marketing, and retaining profitable customers. The key is understanding customers, delivering value through products and services, monitoring satisfaction, and cultivating long-term customer relationships.
The document defines marketing as creating, communicating, and delivering value for customers and society. It defines marketing management as choosing target markets and growing customers through superior value. It discusses the scope of what can be marketed, types of markets and demand, and core marketing concepts. It also covers how marketing has changed with new technologies, the roles in marketing management, and key tasks for successful marketing.
The document defines marketing as creating, communicating, and delivering value for customers and society. It defines marketing management as choosing target markets and growing customers through superior value. It discusses the scope of what can be marketed, types of markets and demand, and core marketing concepts. It also covers how marketing has changed with new technologies, the roles in marketing management, and key tasks in marketing.
Marketing is defined as creating value for customers and managing relationships to benefit an organization. It involves understanding customer needs and delivering superior value through products and services. Marketing management aims to attract and retain customers through strategic decision making. The scope of marketing has expanded over time as organizations now market a variety of offerings beyond tangible goods, and technology has increased opportunities to connect with customers globally.
The document discusses strategic marketing and key marketing concepts. It defines strategic marketing as identifying customer needs and creating a marketing plan to achieve customer satisfaction, improve company performance, and increase profits. The marketing plan outlines the types of marketing programs a company will use and how to implement them. The document also discusses core marketing concepts like the marketing mix, customer value, needs and wants, and different marketing philosophies.
This document provides an overview of marketing concepts from the textbook "Marketing Management: Arab World Edition." It defines marketing and discusses its importance. The scope of marketing includes what is marketed, who does the marketing, and key customer markets. Fundamental concepts covered include needs, wants and demands, target markets, positioning, and segmentation. How marketing management has changed with new technologies and consumer capabilities is also addressed. The tasks necessary for successful marketing management are developing strategies and plans, connecting with customers, and building brands. Marketing in the Arab world differs from other regions due to cultural and political factors.
The document discusses strategic planning and marketing plans. It provides an overview of strategic planning processes and levels, including defining corporate mission and goals, assessing growth opportunities, and conducting SWOT analyses. It also outlines the typical components of a marketing plan, such as defining strategic and tactical levels, products, promotion, pricing, and channels. The document uses figures and examples to illustrate strategic planning frameworks and the role of marketing plans in the strategic planning process.
This document summarizes the first chapter of a marketing textbook. It introduces fundamental marketing concepts such as the importance of marketing, its scope, and how marketing management has changed. It also summarizes the chapter's key questions about defining marketing, the tasks of marketing management, and how marketing differs in the Arab world. Overall, the document provides an overview of introductory marketing topics covered in the first chapter.
The document discusses marketing information systems and demand forecasting. It defines a marketing information system as consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute timely and accurate information to marketing decision makers. It also defines a marketing intelligence system as procedures and sources that managers use to obtain everyday information about developments in the marketing environment. The document discusses how companies can measure current and future demand through methods like estimating total market potential, analyzing area market potential, and surveying buyers' intentions.
The document defines marketing as an organizational function that involves creating, communicating, and delivering value to customers. Marketing management is the process of choosing target markets and attracting/retaining customers through superior value. The document outlines fundamental marketing concepts like customer needs and segmentation. It also discusses how marketing has evolved from a production focus to a customer-centric approach involving relationship building and integrated strategies. Successful marketing management requires tasks like developing strategies, understanding customers, building brands, and communicating value.
The document defines marketing as creating and delivering value for customers through managing relationships. It discusses marketing management as choosing target markets and growing customers through superior value. Various things can be marketed including goods, services, events and ideas. The document also outlines key marketing concepts such as the marketing environment, marketing mix, and relationship marketing.
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.
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.
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 the key characteristics of business markets. It also outlines the different types of buying situations and stages in the buying process. Finally, it discusses building relationships with business customers and how institutional and government buyers purchase goods.
The document defines marketing as an organizational function involving processes for creating, communicating, and delivering value to customers. Marketing management involves choosing target markets and growing customer relationships through superior value. The document outlines fundamental marketing concepts like customer needs and segmentation. It also discusses how marketing has evolved from a production focus to a customer-centric approach involving relationship building and integrated strategies. Successful marketing management requires tasks like developing strategies, understanding customers, building brands, and communicating value.
This document provides an overview of key concepts in marketing from a textbook. It discusses definitions of marketing, understanding customer needs and marketplace dynamics, designing customer-driven marketing strategies including market segmentation and targeting, and different orientations to marketing management such as production, product, selling, and marketing concepts. It also outlines ten "deadly sins" and ten best practices of effective marketing.
This document summarizes chapter 7 of the marketing management textbook by Kotler and Keller. The chapter discusses identifying market segments and targets. It covers the different bases for segmenting consumers and business markets, such as geographic, demographic, psychographic and behavioral factors. It also outlines the requirements for effective segmentation and target marketing, and how companies should evaluate segments and select target markets.
This document provides an overview of marketing concepts from a textbook. It discusses what marketing is, understanding customer needs and the marketplace, designing a customer-driven marketing strategy, preparing an integrated marketing plan and program, building customer relationships, capturing value from customers, and the changing marketing landscape. The key points are that marketing creates value for customers, satisfies customer needs through a marketing process, and builds strong customer relationships to capture value in return.
A União Europeia está considerando novas regras para veículos autônomos. As regras propostas exigiriam que os fabricantes de veículos autônomos assumam mais responsabilidade por acidentes e forneçam mais dados sobre o desempenho do veículo para reguladores. Os fabricantes teriam que mostrar que sistemas autônomos são seguros antes de colocá-los à venda.
The document defines marketing as creating, communicating, and delivering value for customers and society. It defines marketing management as choosing target markets and growing customers through superior value. It discusses the scope of marketing, including what can be marketed and who is involved. It also covers fundamental marketing concepts like segmentation, branding, and the marketing environment. Finally, it discusses how marketing has changed in recent years due to technology, globalization, and the need to differentiate products.
This document discusses customer value, satisfaction, and loyalty. It defines these concepts and explains how companies can deliver value to customers to increase satisfaction and loyalty. It also discusses how companies can maximize customer lifetime value through relationship marketing, database marketing, and retaining profitable customers. The key is understanding customers, delivering value through products and services, monitoring satisfaction, and cultivating long-term customer relationships.
The document defines marketing as creating, communicating, and delivering value for customers and society. It defines marketing management as choosing target markets and growing customers through superior value. It discusses the scope of what can be marketed, types of markets and demand, and core marketing concepts. It also covers how marketing has changed with new technologies, the roles in marketing management, and key tasks for successful marketing.
The document defines marketing as creating, communicating, and delivering value for customers and society. It defines marketing management as choosing target markets and growing customers through superior value. It discusses the scope of what can be marketed, types of markets and demand, and core marketing concepts. It also covers how marketing has changed with new technologies, the roles in marketing management, and key tasks in marketing.
Marketing is defined as creating value for customers and managing relationships to benefit an organization. It involves understanding customer needs and delivering superior value through products and services. Marketing management aims to attract and retain customers through strategic decision making. The scope of marketing has expanded over time as organizations now market a variety of offerings beyond tangible goods, and technology has increased opportunities to connect with customers globally.
The document discusses strategic marketing and key marketing concepts. It defines strategic marketing as identifying customer needs and creating a marketing plan to achieve customer satisfaction, improve company performance, and increase profits. The marketing plan outlines the types of marketing programs a company will use and how to implement them. The document also discusses core marketing concepts like the marketing mix, customer value, needs and wants, and different marketing philosophies.
This document provides an overview of marketing concepts from the textbook "Marketing Management: Arab World Edition." It defines marketing and discusses its importance. The scope of marketing includes what is marketed, who does the marketing, and key customer markets. Fundamental concepts covered include needs, wants and demands, target markets, positioning, and segmentation. How marketing management has changed with new technologies and consumer capabilities is also addressed. The tasks necessary for successful marketing management are developing strategies and plans, connecting with customers, and building brands. Marketing in the Arab world differs from other regions due to cultural and political factors.
The document discusses strategic planning and marketing plans. It provides an overview of strategic planning processes and levels, including defining corporate mission and goals, assessing growth opportunities, and conducting SWOT analyses. It also outlines the typical components of a marketing plan, such as defining strategic and tactical levels, products, promotion, pricing, and channels. The document uses figures and examples to illustrate strategic planning frameworks and the role of marketing plans in the strategic planning process.
This document summarizes the first chapter of a marketing textbook. It introduces fundamental marketing concepts such as the importance of marketing, its scope, and how marketing management has changed. It also summarizes the chapter's key questions about defining marketing, the tasks of marketing management, and how marketing differs in the Arab world. Overall, the document provides an overview of introductory marketing topics covered in the first chapter.
The document discusses marketing information systems and demand forecasting. It defines a marketing information system as consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute timely and accurate information to marketing decision makers. It also defines a marketing intelligence system as procedures and sources that managers use to obtain everyday information about developments in the marketing environment. The document discusses how companies can measure current and future demand through methods like estimating total market potential, analyzing area market potential, and surveying buyers' intentions.
The document defines marketing as an organizational function that involves creating, communicating, and delivering value to customers. Marketing management is the process of choosing target markets and attracting/retaining customers through superior value. The document outlines fundamental marketing concepts like customer needs and segmentation. It also discusses how marketing has evolved from a production focus to a customer-centric approach involving relationship building and integrated strategies. Successful marketing management requires tasks like developing strategies, understanding customers, building brands, and communicating value.
The document defines marketing as creating and delivering value for customers through managing relationships. It discusses marketing management as choosing target markets and growing customers through superior value. Various things can be marketed including goods, services, events and ideas. The document also outlines key marketing concepts such as the marketing environment, marketing mix, and relationship marketing.
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.
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.
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 the key characteristics of business markets. It also outlines the different types of buying situations and stages in the buying process. Finally, it discusses building relationships with business customers and how institutional and government buyers purchase goods.
The document defines marketing as an organizational function involving processes for creating, communicating, and delivering value to customers. Marketing management involves choosing target markets and growing customer relationships through superior value. The document outlines fundamental marketing concepts like customer needs and segmentation. It also discusses how marketing has evolved from a production focus to a customer-centric approach involving relationship building and integrated strategies. Successful marketing management requires tasks like developing strategies, understanding customers, building brands, and communicating value.
This document provides an overview of key concepts in marketing from a textbook. It discusses definitions of marketing, understanding customer needs and marketplace dynamics, designing customer-driven marketing strategies including market segmentation and targeting, and different orientations to marketing management such as production, product, selling, and marketing concepts. It also outlines ten "deadly sins" and ten best practices of effective marketing.
This document summarizes chapter 7 of the marketing management textbook by Kotler and Keller. The chapter discusses identifying market segments and targets. It covers the different bases for segmenting consumers and business markets, such as geographic, demographic, psychographic and behavioral factors. It also outlines the requirements for effective segmentation and target marketing, and how companies should evaluate segments and select target markets.
This document provides an overview of marketing concepts from a textbook. It discusses what marketing is, understanding customer needs and the marketplace, designing a customer-driven marketing strategy, preparing an integrated marketing plan and program, building customer relationships, capturing value from customers, and the changing marketing landscape. The key points are that marketing creates value for customers, satisfies customer needs through a marketing process, and builds strong customer relationships to capture value in return.
A União Europeia está considerando novas regras para veículos autônomos. As regras propostas exigiriam que os fabricantes de veículos autônomos assumam mais responsabilidade por acidentes e forneçam mais dados sobre o desempenho do veículo para reguladores. Os fabricantes teriam que mostrar que sistemas autônomos são seguros antes de colocá-los à venda.
Este documento presenta 10 preguntas sobre protocolos y direccionamiento IP para un aprendiz del programa técnico en redes de computo del Servicio Nacional de Aprendizaje en Antioquia, Colombia. Las preguntas cubren temas como redes públicas vs privadas, la definición de Internet, organizaciones que regulan redes IP, direccionamiento IP, protocolo IP, protocolos TCP/IP, asignación estática vs dinámica de direcciones IP, componente jerárquico de direcciones IP, clases de redes, y máscara de subred. Los aprend
A young protoplanet_candidate_embedded_in_the_circumstellar_disk_of_hd100546Sérgio Sacani
This document summarizes observations of HD100546 using high-contrast imaging techniques. A faint emission source was detected near the star at a projected separation of about 47 AU. The position of the source coincides with a deficit in polarization observed from the circumstellar disk. This suggests a physical link between the source and the disk. Considering various scenarios, the authors favor interpreting the source as a young protoplanet currently forming within the disk. Follow-up observations could distinguish between different possible explanations for the observed features. If confirmed, it would be a unique opportunity to study giant planet formation within an optically thick disk.
Este documento presenta una unidad sobre comprensión de cuentos de ciencia ficción. Incluye una introducción al género de la ciencia ficción y sus características principales. También presenta un resumen detallado del cuento corto "El mejor amigo de un muchacho" de Isaac Asimov y propone algunas actividades para analizar el cuento y el género.
This document discusses the history and impact of Apple's iPod music player. It notes that the iPod helped popularize digital music and enabled people to easily share their musical passions. The document suggests marketing the iPod on social media to tap into people's innate desire to share and help grow a company's reputation at the same time.
The document discusses attitudes and job satisfaction. It defines attitudes as having three components - cognition, affect, and behavior. Job satisfaction is evaluated as a positive feeling about one's job. The major causes of job satisfaction discussed are personality and pay (up to a comfortable living wage). When employees are dissatisfied, they may respond actively like quitting or passively like decreased performance. High job satisfaction is linked to improved performance, lower turnover, and increased organizational citizenship behaviors. However, levels of satisfaction can vary across cultures.
This chapter introduces organizational behavior and its key concepts. It discusses how OB focuses on improving organizational effectiveness by studying the impact of individuals, groups, and structure on workplace behavior. The chapter outlines the managerial functions and roles, and explains OB's multi-level model of analysis including individual, group, and organizational factors that influence important dependent variables like job satisfaction and productivity. It also discusses the behavioral science disciplines that contribute to the field of OB and how both systematic study and intuition can inform management practice.
This document provides an overview of organizational behavior (OB) concepts. It defines OB as the field that studies how individuals, groups and structure impact behavior in organizations. The purpose is to apply this knowledge to improve organizational effectiveness. Key topics covered include management functions and skills, factors influencing manager effectiveness, and the contributions of various behavioral sciences to OB. The challenges of responding to economic pressures and managing diversity in global organizations are also discussed.
The hadith Gabriel is an authentic hadith and is of great importance because it presents the dimensions of Islam that are Islam, Ihsan and Iman.
ISLAM:
Islam is regarded as one of the dimensions of religion that it literally means “peace through submission”. This dimension refers to the teachings that Allah has bestowed us. It also refers to the submission of one’s wills to their lord. It is based on the following:
• Tauheed and Rislilat
• To deliver the obligatory prayers
• Observe the fast and pay the zakat
• To perform the Hajj pilgrimage
This level is considered to be the foundation of Islamic faith. Quran explicitly presents the emphasis on these foundations. Apart from the Quran there is almost an equal emphasis in the hadith literature. There are many hadiths that clearly depicts the importance and necessity of these practices in Islam.
Prayers are the obligatory practices that Islam has enforced on the Muslims. Prayers hold a prestige status in Islam and Muslims are encouraged to offer prayers. Islam designates a dignified status to the ones who offer regular prayers. "If a person prays sincerely for martyrdom,
It is granted even though he is not hurt.” (Sahih Muslim). This hadith clearly depicts that highest status an individual can achieve is through prayers only.
Fast is one of the unique moral and spiritual characteristic of Islam, literally it means to abstain or to stop oneself. The importance of the month of Ramadan can be depicted by this hadith:
“When there comes the month of Ramadan, the gates of mercy are opened, and the gates of Hell are locked and the devils are chained” (Sahih Muslim)
Zakat is one of the five pillars of the Islam and is expected to be paid by all financially stable Muslims. This act is highly encouraged by Allah Himself and there is also a great emphasis on it throughout the hadith literature.
This hadith narrated by Asma “Do not withhold your money, (for if you did so) Allah would with-hold His blessings from you” (Sahih Bukhari) depicts the importance of giving in Islam.
Hajj is an act of worship and is considered a fundamental practice in Islam. This is regarded as the fifth pillar of Islam. Hajj is mandatory for all Muslim.
The hadith narrated from Ibn Umar (RA) that “the Prophet (PBUH) said, “Islam is built on five (pillars): Worshipping Allah and denying all others (worshipped) besides Him, establishing the Salat, paying the Zakat, going on pilgrimage (Hajj) to the House (Ka’bah), and fasting in Ramadan.” (Sahih Muslim) presents that hajj is one of the fundamental pillars of the Islam.
In addition to this there is another hadith that clearly represents the importance of hajj in Islam. This hadith is narrated by Narrated by Abu Huraira “the Prophet was asked, "Which is the best deed?" He said, "To believe in Allah and His Apostle." He was then asked, "Which is the next (in goodness)?" He said, "To participate in Jihad in Allah's Cause." H
This chapter introduces organizational behavior and discusses its importance for managerial effectiveness. It defines OB as the field studying how individuals, groups, and structure influence behavior in organizations. The chapter outlines the learning objectives and describes the manager's roles and functions. It also discusses the behavioral science disciplines contributing to OB, such as psychology, sociology, and anthropology. Finally, it introduces a three-level model of individual, group, and organizational system factors that can influence important outcomes like productivity, absenteeism, and job satisfaction.
This document summarizes a chapter from an organizational behavior textbook about emotions and moods in the workplace. It defines emotions and moods, discusses common emotions and moods, and explores how emotions are influenced by factors like personality, social activities, and emotional labor. The chapter also describes affective events theory and emotional intelligence, and examines applications of emotions and moods to areas like decision-making, leadership, and global implications for different cultures. Managers are advised not to ignore or over-control the emotions of employees, as emotions impact many aspects of organizational behavior.
Starts with the basic learning in Critical Path Method and continued with the the use of MS Project software. Even though the software is upgraded to teh latest version, the basic fundamentals in using the software does not change
Marketing is defined as creating and delivering value for customers. It involves managing customer relationships and benefiting both the organization and its stakeholders. Marketing management is the process of choosing target markets and attracting, retaining and growing customers through superior customer value. It covers developing strategies and plans, gaining customer insights, connecting with customers, building brands, shaping offerings, delivering value, communicating value, and creating long-term growth. The key concepts in marketing include needs, targeting, segmentation, offerings, value, channels, competition and the marketing environment.
The document defines marketing and marketing management. It discusses the scope of what can be marketed and introduces a simple marketing system model. It also covers fundamental marketing concepts like customer needs and wants, target markets, branding, value and satisfaction. Additionally, it discusses the marketing environment, different company orientations, and the tasks involved in marketing management.
The document defines marketing as creating and delivering value for customers and managing customer relationships. Marketing management is choosing target markets and growing customers through superior value. The scope of marketing includes goods, services, ideas, and more. Fundamental concepts include needs, segmentation, brands, value, and environmental forces. Marketing management has evolved from production-orientation to a focus on customers, relationships, and integrated efforts. Key tasks involve developing strategies, understanding customers, building brands, and creating long-term growth.
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.
This document provides an overview of marketing concepts. It defines marketing as a process of creating value for customers to build relationships and capture value in return. It discusses understanding customer needs and how companies can design marketing strategies and programs to satisfy those needs. It also covers building customer relationships, managing partnerships, and capturing long-term value from customers through loyalty and equity. The overall goal of marketing is to pull all these elements together to best serve target customers.
This document provides an overview of marketing concepts. It defines marketing as a process of creating value for customers to build relationships and capture value in return. It discusses understanding customer needs and how companies can design marketing strategies and programs to satisfy needs. It also covers building customer relationships through delivering value and satisfaction, relationship management, and capturing long-term value from customers. The goal of marketing is to pull all these elements together to best serve target customers.
This document provides an overview of key concepts in marketing from a textbook. It discusses what marketing is, how companies create value for customers to build relationships. It also covers understanding customer needs and selecting target customers. Companies must design marketing strategies and programs around a marketing mix to deliver value to customers. Building loyalty and satisfaction is key to capturing long-term value from customers over their lifetime as a customer.
The document discusses marketing information systems. It defines a marketing information system as consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. It also defines a marketing intelligence system as a set of procedures and sources that managers use to obtain everyday information about developments in the marketing environment. The document provides examples of internal records and sources of information that are part of these systems, such as order-to-payment cycle data, sales information systems, databases, and external market intelligence. It emphasizes the importance of collecting the right information to make effective marketing decisions.
This document provides an overview and outline of topics related to marketing. It discusses what marketing is, understanding customer needs and the marketplace, designing a customer-driven marketing strategy, preparing an integrated marketing plan and program, building customer relationships, and capturing value from customers. The key aspects of marketing discussed include creating value for customers, understanding customer needs and wants, segmenting and targeting markets, developing marketing strategies and orientations, implementing marketing programs using the marketing mix, and building customer loyalty.
The document discusses the key concepts and tasks of marketing management. It defines marketing as creating, communicating, delivering, and exchanging offers that have value for customers. Marketing management is choosing target markets and growing customer value. The scope of marketing is a societal process where individuals obtain needs and wants through exchange. Marketers must decide on product features, prices, distribution channels, and promotional spending. The core tasks of marketing management include developing strategies, understanding customers, building brands, delivering value, communicating value, and creating long-term growth.
This document provides an overview of key concepts in marketing. It discusses what marketing is, understanding customer needs and the marketplace, designing a customer-driven marketing strategy, preparing an integrated marketing plan, building customer relationships, capturing value from customers, and the changing marketing landscape. The chapters cover topics such as the marketing process, customer needs and expectations, market segmentation, the marketing mix, customer relationship management, and building customer loyalty.
This document provides an overview of key concepts in marketing. It discusses what marketing is, understanding customer needs and the marketplace, designing a customer-driven marketing strategy, preparing an integrated marketing plan, building customer relationships, capturing value from customers, and the changing marketing landscape. The chapters cover topics such as the marketing process, customer needs and expectations, market segmentation, the marketing mix, customer relationship management, and adapting to new digital technologies.
This document is the first chapter of a marketing textbook. It provides objectives for the chapter, which include understanding marketing's role in organizations, the concept of marketing, and how marketing provides value. It also discusses scenarios for companies like Pandora and First Flavor to illustrate marketing concepts. The chapter covers topics like the evolution of marketing approaches, what can be marketed, and perspectives on how marketing creates value for customers, producers and society.
لاول مرة بمصر دورة تسويق دولى على المنهج الامريكى بشهادة دولية معتمدة من الخارجية الامريكية والخارجية المصرية وجامعة الدول العربية ، مع وجود خاصية التمويل التجارى لتجارتك هنساعدك نوفرلك التمويل المناسب ليك بدون تعقيدات ائتمانية من خلال شركة (تجارة)الاماراتية ومميزات تانية كتير بالاضافة للتدريب العمل وتوفير فرصة عمل مميزة،ويعتبر تميز كورس التسويق على التطبيق العملى فكورس التسويق لايقتصر على اعطاء محاضرات داخل قاعات ولا ورش عمل تفاعلية فقط بل الاهم انه يتم تقسيم المجموعة الى فرق عمل تتولى ادارة احد الشركات العاملة داخل السوق المصرى من الناحية التسويقية وتتعايش مع الشركة وموظفينها تحت اشراف هيئة التدريس ويكون النجاح هنا مرتبط بمدى تحقيق فريق العمل الاهداف داخل الشركة ومدى رضاء اصحاب الشركات عن نتائج الاعمال
The document defines marketing as creating, communicating, and delivering value to customers to benefit an organization. Marketing management is choosing target markets and growing customers through superior value. The document then discusses fundamental marketing concepts like the marketing mix, segmentation, brands and discusses the importance of marketing, its scope, and tasks of marketing management like developing strategies, connecting with customers and creating long term growth.
The document defines marketing as creating, communicating, and delivering value for customers and society. It defines marketing management as choosing target markets and growing customers through superior value. It discusses the scope of marketing, including what can be marketed and who is involved. It also covers fundamental marketing concepts like segmentation, branding, and the marketing environment. Finally, it discusses how marketing has changed in recent decades due to technology, globalization, and the need to differentiate products.
The document discusses the key concepts and tasks of marketing management. It defines marketing as activities that create and deliver value for customers, and marketing management as choosing target markets and growing customer relationships through superior value. Some fundamental concepts discussed include needs, segmentation, branding, and the marketing mix of product, price, place, and promotion. The document also outlines changes in marketing like new technologies and the need for holistic and relationship-based approaches. Successful marketing management requires tasks like developing strategies, understanding customers, building brands, and delivering value to customers.
The document discusses the key tasks and concepts of modern marketing management. It defines marketing as creating and delivering value for customers, and marketing management as choosing target markets and growing customer relationships through superior value. Some fundamental concepts discussed include customer needs and wants, market segmentation, branding, and the marketing mix of product, price, place, and promotion. The document also notes how marketing has evolved in recent decades with a new focus on integrated marketing, relationship building, and delivering customer value through digital technologies and globalization.
This document discusses creating long-term loyalty relationships with customers. It defines key concepts like customer value, satisfaction, loyalty, lifetime value and customer relationship management. It also provides examples of companies that have successfully built loyalty, like Harrah's and Dell, and discusses how to measure satisfaction, maximize customer lifetime value, attract and retain customers through various strategies like loyalty programs and database marketing.
The document discusses factors that influence consumer behavior, including cultural, social, and personal factors. It explains key psychological processes such as motivation, perception, learning, emotions, and memory that shape consumer responses. The document also outlines the typical consumer decision-making process, from problem recognition to post-purchase evaluation. It notes that consumers do not always follow rational, deliberate decision making and may use mental shortcuts or be influenced by framing effects.
This document discusses market segmentation and targeting. It defines a market segment as a group of customers who share similar needs and wants. It describes different ways to segment markets, including geographic, demographic, psychographic, and behavioral segmentation. Effective segmentation involves identifying distinct customer groups, selecting one or more segments to target, and establishing the benefits of the offering for those segments. The document provides examples of segmentation frameworks and outlines the steps in the segmentation and targeting process.
The document discusses branding and brand equity. It covers key topics such as:
- The definition of a brand and how brands create value for companies and consumers.
- What brand equity is and how it is built through strong brand knowledge, preferences, and loyalty over time.
- The four main steps in strategic brand management: positioning, marketing, measuring performance, and sustaining value.
- Models for measuring brand equity such as brand value, awareness, and emotional connections to the brand.
- How brands are managed through reinforcement, revitalization, and architecture strategies to maintain and grow their value.
The document discusses developing marketing strategies and plans. It covers several key topics:
1. The value chain and core business processes that firms use to design, produce, market and deliver products to customers.
2. Characteristics of strategic planning at different organizational levels, from corporate headquarters to business units. Strategic plans involve tools like SWOT analysis, market opportunity analysis, and goal formulation.
3. The typical contents of a marketing plan, including an executive summary, situation analysis, marketing strategy, financial projections, and implementation controls. Evaluating whether a plan is simple, specific, realistic and complete.
This document discusses collecting marketing information and forecasting demand. It describes the components of a marketing information system, including internal records, marketing intelligence systems, and assessing information needs. It also discusses analyzing the macroenvironment, including demographic, economic, technological, political, cultural, and natural factors. The document concludes by covering methods for measuring current demand, such as estimating total market potential, and estimating future demand through various forecasting techniques.
This document discusses marketing research and its process. It defines marketing research as the systematic design, collection, analysis and reporting of data relevant to a specific marketing situation. The marketing research process involves defining the problem, developing a research plan, collecting information, analyzing the information and presenting findings. Various research approaches, instruments, sampling plans and contact methods are discussed.
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
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
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.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
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"
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
Good marketing is no accident, but a result of careful planning and execution using state-of-the-art tools and techniques. It becomes both an art and a science as marketers strive to find creative new solutions to challenges in a complex marketing environment.
In this book, the authors describe how top marketers balance discipline and imagination to address these new marketing realities. In the first chapter, they set the stage by reviewing important marketing concepts, tools, frameworks, and issues.
The questions identified in the slide will be our focus.
Marketing is about identifying and meeting human and social needs. One of the shortest good definitions of marketing is “meeting needs profitably.”
The American Marketing Association offers the following formal definition: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Marketing management takes place when at least one party to a potential exchange thinks about the means of achieving desired responses from other parties.
Thus we see marketing management as the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
Marketers market 10 main types of entities as shown on slides 1-5 and 1-6.
Eight demand states are possible:
1. Negative demand—Consumers dislike the product and may even pay to avoid it.
2. Nonexistent demand—Consumers may be unaware of or uninterested in the product.
3. Latent demand—Consumers may share a strong need that cannot be satisfied by an existing product.
4. Declining demand—Consumers begin to buy the product less frequently or not at all.
5. Irregular demand—Consumer purchases vary on a seasonal, monthly, weekly, daily, or even hourly basis.
6. Full demand—Consumers are adequately buying all products put into the marketplace.
7. Overfull demand—More consumers would like to buy the product than can be satisfied.
8. Unwholesome demand—Consumers may be attracted to products that have undesirable social consequences.
In each case, marketers must identify the underlying cause(s) of the demand state and determine a plan of action to shift demand to a more desired state.
Traditionally, a “market” was a physical place where buyers and sellers gathered to buy and sell goods. Economists describe a market as a collection of buyers and sellers who transact over a particular product or product class (such as the housing market or the grain market).
Five basic markets and their connecting flows are shown in Figure 1.1.
Manufacturers go to resource markets (raw material markets, labor markets, money markets), buy resources and turn them into goods and services, and sell finished products to intermediaries, who sell them to consumers. Consumers sell their labor and receive money with which they pay for goods and services. The government collects tax revenues to buy goods from resource, manufacturer, and intermediary markets and uses these goods and services to provide public services. Each nation’s economy, and the global economy, consists of interacting sets of markets linked through exchange processes. Marketers use the term market to cover various groupings of customers. They view sellers as constituting the industry and buyers as constituting the market.
Figure 1.2 shows the relationship between the industry and the market. Sellers and buyers are connected by four flows. Sellers send goods and services and communications such as ads and direct mail to the market; in return they receive money and information such as customer attitudes and sales data. The inner loop shows an exchange of money for goods and services; the outer loop shows an exchange of information.
Consumer Markets: Companies selling mass consumer goods and services spend a great deal of time establishing a strong brand image by developing a superior product and packaging, ensuring its availability, and backing it with engaging communications and reliable service.
Business Markets: Companies selling business goods and services often face well-informed professional buyers skilled at evaluating competitive offerings. Global Markets: Companies in the global marketplace must decide which countries to enter; how to enter each (as an exporter, licenser, joint venture partner, contract manufacturer, or solo manufacturer); how to adapt product and service features to each country; how to price products in different countries; and how to design communications for different cultures. They face different requirements for buying and disposing of property; cultural, language, legal and political differences; and currency fluctuations.
Nonprofit and Governmental Markets: Companies selling to nonprofit organizations with limited purchasing power such as churches, universities, charitable organizations, and government agencies need to price carefully.
This is a list of core marketing concepts. They will be discussed further on the coming slides.
We can distinguish five types of needs:
1. Stated needs (The customer wants an inexpensive car.)
2. Real needs (The customer wants a car whose operating cost, not initial price, is low.)
3. Unstated needs (The customer expects good service from the dealer.)
4. Delight needs (The customer would like the dealer to include an onboard GPS navigation
system.)
5. Secret needs (The customer wants friends to see him or her as a savvy consumer.)
Not everyone likes the same cereal, restaurant, college, or movie. Therefore, marketers start by dividing the market into segments. They identify and profile distinct groups of buyers who might prefer or require varying product and service mixes by examining demographic, psychographic, and behavioral differences among buyers.
After identifying market segments, the marketer decides which present the greatest opportunities— which are its target markets. For each, the firm develops a market offering that it positions in the minds of the target buyers as delivering some central benefit(s).
Companies address customer needs by putting forth a value proposition, a set of benefits that satisfy those needs. The intangible value proposition is made physical by an offering, which can be a combination of products, services, information, and experiences.
A brand is an offering from a known source. A brand name such as McDonald’s carries many associations in people’s minds that make up its image: hamburgers, cleanliness, convenience, courteous service, and golden arches. All companies strive to build a brand image with as many strong, favorable, and unique brand associations as possible.
The buyer chooses the offerings he or she perceives to deliver the most value, the sum of the tangible and intangible benefits and costs to her. Value, a central marketing concept, is primarily a combination of quality, service, and price (qsp), called the customer value triad. Value perceptions increase with quality and service but decrease with price. We can think of marketing as the identification, creation, communication, delivery, and monitoring of customer value. Satisfaction reflects a person’s judgment of a product’s perceived performance in relationship to expectations. If the performance falls short of expectations, the customer is disappointed. If it matches expectations, the customer is satisfied. If it exceeds them, the customer is delighted. LL Bean consistently has high satisfaction ratings.
To reach a target market, the marketer uses three kinds of marketing channels. Communication channels deliver and receive messages from target buyers and include newspapers, magazines, radio, television, mail, telephone, billboards, posters, fliers, CDs, audiotapes, and the Internet. Beyond these, firms communicate through the look of their retail stores and Web sites and other media. Marketers are increasingly adding dialogue channels such as e-mail, blogs, and toll-free numbers to familiar monologue channels such as ads.
The marketer uses distribution channels to display, sell, or deliver the physical product or service(s) to the buyer or user. These channels may be direct via the Internet, mail, or mobile phone or telephone, or indirect with distributors, wholesalers, retailers, and agents as intermediaries.
To carry out transactions with potential buyers, the marketer also uses service channels that include warehouses, transportation companies, banks, and insurance companies. Marketers clearly face a design challenge in choosing the best mix of communication, distribution, and service channels for their offerings.
The marketing environment consists of the task environment and the broad environment. The task environment includes the actors engaged in producing, distributing, and promoting the offering.
These are the company, suppliers, distributors, dealers, and target customers. In the supplier group are material suppliers and service suppliers, such as marketing research agencies, advertising agencies, banking and insurance companies, transportation companies, and telecommunications companies.
Distributors and dealers include agents, brokers, manufacturer representatives, and others who facilitate finding and selling to customers.
The broad environment consists of six components: demographic environment, economic environment, social-cultural environment, natural environment, technological environment, and political- legal environment. Marketers must pay close attention to the trends and developments in these and adjust their marketing strategies as needed.
Today, major, and sometimes interlinking, societal forces have created new marketing behaviors, opportunities, and challenges. Here are 12 key ones.
The production concept is one of the oldest concepts in business. It holds that consumers prefer products that are widely available and inexpensive. Managers of production-oriented businesses concentrate on achieving high production efficiency, low costs, and mass distribution.
The product concept proposes that consumers favor products offering the most quality, performance, or innovative features.
The selling concept holds that consumers and businesses, if left alone, won’t buy enough of the organization’s products. It is practiced most aggressively with unsought goods—goods buyers don’t normally think of buying such as insurance and cemetery plots—and when firms with overcapacity aim to sell what they make, rather than make what the market wants. The marketing concept emerged in the mid-1950s41 as a customer-centered, sense-and respond philosophy. The job is to find not the right customers for your products, but the right products for your customers.
The holistic marketing concept is based on the development, design, and implementation of marketing programs, processes, and activities that recognize their breadth and interdependencies.
Holistic marketing acknowledges that everything matters in marketing—and that a broad, integrated perspective is often necessary. Figure 1.3 provides a schematic overview of four broad components characterizing holistic marketing: relationship marketing, integrated marketing, internal marketing, and performance marketing.
Relationship marketing aims to build mutually satisfying long-term relationships with key constituents in order to earn and retain their business.
Four key constituents for relationship marketing are customers, employees, marketing partners (channels, suppliers, distributors, dealers, agencies), and members of the financial community (shareholders, investors, analysts). Marketers must create prosperity among all these constituents and balance the returns to all key stakeholders. To develop strong relationships with them requires understanding their capabilities and resources, needs, goals, and desires. The ultimate outcome of relationship marketing is a unique company asset called a marketing network, consisting of the company and its supporting stakeholders—customers, employees, suppliers, distributors, retailers, and others—with whom it has built mutually profitable business relationships. The operating principle is simple: build an effective network of relationships with key stakeholders, and profits will follow.
Integrated marketing occurs when the marketer devises marketing activities and assembles marketing programs to create, communicate, and deliver value for consumers such that “the whole is greater than the sum of its parts.” Two key themes are that (1) many different marketing activities can create, communicate, and deliver value and (2) marketers should design and implement any one marketing activity with all other activities in mind.
Snowshoe Mountain in Snowshoe, West Virginia, embarked on a marketing program based on internal marketing to better brand the ski resort with a promise of an “authentic, rustic and engaging wilderness experience.” In launching a branding initiative to define their goals and articulate what they wanted the Snowshoe Mountain brand to represent to visitors, the resort’s marketers started inside. They incorporated the new brand promise in a 40-page brand book that contained the history of the resort and a list of seven attitude words that characterized how employees should interact with guests. On-mountain messaging and signs also reminded employees to deliver on the brand promise. All new hires received a brand presentation from the director of marketing to help them better understand the brand and become effective advocates.
Performance marketing requires understanding the financial and nonfinancial returns to business and society from marketing activities and programs. Top marketers are increasingly going beyond sales revenue to examine the marketing scorecard and interpret what is happening to market share, customer loss rate, customer satisfaction, product quality, and other measures. They are also considering the legal, ethical, social, and environmental effects of marketing activities and programs.
In Table 1.2 these forms of social activity are defined and examples from McDonald’s are provided.
McCarthy classified various marketing activities into marketing-mix tools of four broad kinds, which he called the four Ps of marketing: product, price, place, and promotion. The marketing variables under each P are shown in Figure 1.4. Given the breadth, complexity, and richness of marketing, however—as exemplified by holistic marketing—clearly these four Ps are not the whole story anymore.
If we update them to reflect the holistic marketing concept, we arrive at a more representative set that encompasses modern marketing realities: people, processes, programs, and performance, as in Figure 1.5.
People reflects, in part, internal marketing and the fact that employees are critical to marketing success.
Processes reflects all the creativity, discipline, and structure brought to marketing management. Programs reflects all the firm’s consumer-directed activities. It encompasses the old four Ps as well as a range of other marketing activities that might not fit as neatly into the old view of marketing.
We define performance as in holistic marketing, to capture the range of possible outcome measures that have financial and nonfinancial implications (profitability as well as brand and customer equity), and implications beyond the company itself (social responsibility, legal, ethical, and community related).
With the holistic marketing philosophy as a backdrop, we can identify a specific set of tasks that make up successful marketing management and marketing leadership.
This chapter has covered the content needed to answer the chapter questions. Use this slide to review and identify problem areas.