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The document provides an overview of marketing concepts. It defines marketing as the activity of creating, communicating, delivering, and exchanging offerings of value for customers, partners and society. It describes four marketing management philosophies: production, sales, marketing and societal orientations. It discusses the differences between sales and market orientations, focusing on customer value and satisfaction. It also provides several reasons for studying marketing, including its importance to business and society as well as career opportunities.
The document discusses business markets and organizational buying. It provides information on:
1) How businesses buy vast quantities of raw materials, components, supplies and services to produce other products and services for sale.
2) The decision making process that organizations go through to identify needs, evaluate options, and select products and suppliers.
3) The key differences between business and consumer markets, as well as characteristics of business buyers.
4) The different types of buying situations, participants in the buying process, types of business customers, and purchasing orientations that organizations can have.
The document discusses using high tunnels for crop production and the importance of profitability. It addresses pricing crops from high tunnels to capture price premiums for early season produce. The speaker emphasizes understanding customer perceptions of value and managing their experience to influence the gap between price paid and value received. Charts are presented on pricing decisions from the company and customer perspective, and how revenue can vary between determinate and indeterminate tomato crops depending on price changes through the season.
India Inside. The Emerging Innovation Threat to the West – LBS Professor Nirm...London Business School
From Obama to Singh, leaders worldwide cite innovation as crucial to the future prospects of their respective nations. In this presentation, London Business School’s Professor Nirmalya Kumar, debates that the long held monopoly of the West with respect to innovation is over.
The document discusses brand positioning and attributes, providing questions about soft drink preferences and the reaction to New Coke, and outlines the basics of using conjoint analysis to understand customer preferences by having them rate different product profiles containing tradeoffs between attributes. It also provides examples of attributes that could be tested for various products like credit cards, outboard engines, and hotels to determine which attribute levels drive relative customer preference.
Revenue Management: Yieldable versus PriceableJDA Software
Suresh Acharya, vice president of product development, JDA Software explores how the emergence of advanced price elasticity models and readily available comp-set price shop data has driven this shift from a “yieldable” to a “priceable” approach.
The document discusses consumer behavior and the consumer decision making process. It describes the stages of decision making as problem recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation. It then covers various psychological processes involved at each stage, including motivation, perception, attitude formation, and learning. Key concepts discussed include Maslow's hierarchy of needs, Freudian psychoanalysis, motivation research methods like depth interviews, and external influences on consumers such as culture, subculture, and reference groups.
The document discusses business model canvases and how they can be used in the early stages of starting a business to experiment and validate assumptions. It provides examples of business model canvases for Godrej ChotuKool, Flipkart, and Crossword to illustrate how the canvases can be customized for different business models and customer segments. The canvases identify key partners, activities, resources, costs, revenue streams, value propositions, channels, and customer relationships/segments for each business.
The document provides an overview of marketing concepts. It defines marketing as the activity of creating, communicating, delivering, and exchanging offerings of value for customers, partners and society. It describes four marketing management philosophies: production, sales, marketing and societal orientations. It discusses the differences between sales and market orientations, focusing on customer value and satisfaction. It also provides several reasons for studying marketing, including its importance to business and society as well as career opportunities.
The document discusses business markets and organizational buying. It provides information on:
1) How businesses buy vast quantities of raw materials, components, supplies and services to produce other products and services for sale.
2) The decision making process that organizations go through to identify needs, evaluate options, and select products and suppliers.
3) The key differences between business and consumer markets, as well as characteristics of business buyers.
4) The different types of buying situations, participants in the buying process, types of business customers, and purchasing orientations that organizations can have.
The document discusses using high tunnels for crop production and the importance of profitability. It addresses pricing crops from high tunnels to capture price premiums for early season produce. The speaker emphasizes understanding customer perceptions of value and managing their experience to influence the gap between price paid and value received. Charts are presented on pricing decisions from the company and customer perspective, and how revenue can vary between determinate and indeterminate tomato crops depending on price changes through the season.
India Inside. The Emerging Innovation Threat to the West – LBS Professor Nirm...London Business School
From Obama to Singh, leaders worldwide cite innovation as crucial to the future prospects of their respective nations. In this presentation, London Business School’s Professor Nirmalya Kumar, debates that the long held monopoly of the West with respect to innovation is over.
The document discusses brand positioning and attributes, providing questions about soft drink preferences and the reaction to New Coke, and outlines the basics of using conjoint analysis to understand customer preferences by having them rate different product profiles containing tradeoffs between attributes. It also provides examples of attributes that could be tested for various products like credit cards, outboard engines, and hotels to determine which attribute levels drive relative customer preference.
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Suresh Acharya, vice president of product development, JDA Software explores how the emergence of advanced price elasticity models and readily available comp-set price shop data has driven this shift from a “yieldable” to a “priceable” approach.
The document discusses opportunities arising from changes in technology and business models. It notes that the rise of cloud computing, online services, and mobile devices has led to new value propositions and pricing models like pay-as-you-go. This represents an opportunity for organizations to rethink their business, products, marketing strategies, and channels to reach customers. Successful companies will help customers navigate this changing landscape and understand how new approaches can benefit them.
This document discusses customer segmentation and describes a customer needs-led segmentation approach. Traditional segmentation divides customers based on demographics but does not account for customer needs. The discussed approach identifies customer types based on their needs and priorities, defines successful customer outcomes, understands the customer lifecycle and preferred channels of engagement to develop new customer segments. Benefits of this approach include better customer insights, an aligned organization, efficient delivery, improved experience and increased revenue.
Clutch is a business that helps clients engage customers effectively through targeted communications and actions. It uses a unique framework combining demographics, geographics, sociographics and psychographics to generate accurate customer profiles. Clutch integrates multiple data sources to identify growth opportunities and engage customers in the right way through the right channels. The goal is to convert information into targeted actions that accelerate sales and ROI for clients.
Entrepreneurship 2: Executive Summary & Business PlanBernard Leong
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AcquireB2B is a demand generation agency that gives you the right balance of strategic thinking, systems expertise and tactical know-how to create marketing automation programs that drive more leads and sales for our customers.
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Katallaxy is a strategic marketing firm. We help companies of all sizes find opportunities in the marketplace, and fulfill those opportunities profitably. The business solutions we deliver reflect our practical
experience, our multi-disciplined approach and our dynamic, entrepreneurial model.
In the end, we help companies commercialize products, drive adoption and usage, and build brands.
This document discusses identifying competitors and understanding differences between offerings. It begins with an overview of marketing management concepts like demand, power, cost, margin, and allocating marketing expenses. It then covers positioning and perceptual mapping, including coming up with a positioning statement that identifies the target segment, competitor set, and core value propositions. Methods for developing perceptual maps are examined, including similarity-based multidimensional scaling and attribute-based factor analysis. An example perceptual map of the erectile dysfunction market is shown. Group exercises have respondents analyze competitor sets and perceptual maps.
This document outlines a brand strategy plan for a company called X Co. that operates in the high-tech security space. It identifies X Co.'s brand positioning by exploring its core belief or "why", core values of how it fulfills that belief, and what it does. It establishes X Co.'s problem statement, brand personality and tagline. The document presents X Co.'s brand architecture organized around its DNA, core values, and offerings. It concludes with X Co.'s brand claim that communicates why customers should buy from X Co. based on how it thinks differently and is dedicated to serving those who protect others through easy to use security solutions.
Neustar Tech Talk at DAS: Reach Audiences You Never Could BeforeDigiday
Stop guessing and start knowing if your display ads are hitting the mark and finding the unique audiences your brand or client needs. Neustar can help you reach your most elusive audiences on the Web. Our complete online display advertising solution is a powerful combination of audience location (IP address-based online data) and predictive behaviors and demographics (AdAdvisor offline data) to reduce ad waste and improve ROI. We’ll craft the data, deliver the ads on real-time bidding exchanges and optimize your campaign to improve performance. Come and hear how our customers have found success with our online advertising solution.
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The document provides guidance on how to write an executive summary within 24 hours. It emphasizes that the executive summary should clearly identify the problem being solved and how the solution creates value for customers. It also stresses that the summary must be well-organized, written in plain language, and pitch the problem and solution on the same page to efficiently convey the business idea to investors and other stakeholders. The document outlines key elements to include in an executive summary, such as the type of business, problem/opportunity, technology/solution, management team, business strategy, and financial projections.
Katallaxy is a strategic marketing firm. We help companies of all sizes find opportunities in the marketplace, and fulfill those opportunities profitably. The business solutions we deliver reflect our practical experience, our multi-disciplined approach and our dynamic, entrepreneurial model.
In the end, we help companies commercialize products, drive adoption and usage, and build brands.
This document discusses the importance of having a strategic business model for companies to differentiate themselves. It defines a business model as how an organization creates, delivers, and captures value. The business model has four key building blocks: defining the client value proposition, profit formula, key resources, and key support structures. Some example questions are provided for each building block. The document also provides three examples of companies that innovated their business models: Netflix with online video subscriptions, Amazon Web Services with cloud computing infrastructure, and Uber with on-demand ridesharing and dynamic pricing.
2015 Vanderbilt Accelerator - The Entrepreneurial MindsetMichael Burcham
The document discusses developing an entrepreneurial mindset. It notes that most companies fail to appreciate the speed of technological disruption. An entrepreneurial mindset is needed whether working for a startup or large corporation. This mindset involves thinking with limited information, adapting quickly, and developing a competitive advantage through understanding assets, aspirations, and market realities. The document provides tools for developing this mindset, such as ideating new products/services, building a professional network, and evaluating options entrepreneurially.
The document provides an agenda for a New Venture Challenge event. It includes sections on personal stories, motivation to start companies, idea generation, customer development, and lean canvases. Attendees are encouraged to validate their ideas, adjust based on learning, and iterate through customer feedback to test problem-solution fit. Next steps suggested are to build a landing page, work toward an MVP, talk to customers, and collect data. Useful tools and blogs for starting companies are also listed.
The document provides an agenda for a New Venture Challenge event. It includes sections on personal stories, motivation to start companies, idea generation, customer development, and lean canvases. Attendees are encouraged to validate their ideas, adjust based on learning, and iterate through customer feedback to test problem-solution fit. Next steps suggested are to build a landing page, work toward an MVP, talk to customers, and collect data. Useful tools and blogs for starting companies are also listed.
The document proposes a methodology for Delta Lloyd Life to reconnect with life insurance customers through human touch, tangible benefits, and digitalization. It recommends determining key internal and external forces through research, then translating insights into a customer-focused value proposition with three pillars: 1) Transforming life insurance into a customer-centric business, 2) Clarifying the benefits of life insurance, and 3) Establishing a tech-savvy presence online and through social media. The proposal aims to increase sales and appeal to younger customers through a more intuitive, personalized approach.
This document discusses branding and public relations. It provides an agenda for an upcoming keynote speech and workshop on unlocking the power of branding and engaging stakeholders through PR. The document discusses where branding goes wrong, what a brand is, why businesses need brands, and how brands work. It provides examples of brands helped by the speaker's company and discusses predatory thinking.
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experience, our multi-disciplined approach and our dynamic, entrepreneurial model.
In the end, we help companies commercialize products, drive adoption and usage, and build brands.
This document discusses identifying competitors and understanding differences between offerings. It begins with an overview of marketing management concepts like demand, power, cost, margin, and allocating marketing expenses. It then covers positioning and perceptual mapping, including coming up with a positioning statement that identifies the target segment, competitor set, and core value propositions. Methods for developing perceptual maps are examined, including similarity-based multidimensional scaling and attribute-based factor analysis. An example perceptual map of the erectile dysfunction market is shown. Group exercises have respondents analyze competitor sets and perceptual maps.
This document outlines a brand strategy plan for a company called X Co. that operates in the high-tech security space. It identifies X Co.'s brand positioning by exploring its core belief or "why", core values of how it fulfills that belief, and what it does. It establishes X Co.'s problem statement, brand personality and tagline. The document presents X Co.'s brand architecture organized around its DNA, core values, and offerings. It concludes with X Co.'s brand claim that communicates why customers should buy from X Co. based on how it thinks differently and is dedicated to serving those who protect others through easy to use security solutions.
Neustar Tech Talk at DAS: Reach Audiences You Never Could BeforeDigiday
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The document provides guidance on how to write an executive summary within 24 hours. It emphasizes that the executive summary should clearly identify the problem being solved and how the solution creates value for customers. It also stresses that the summary must be well-organized, written in plain language, and pitch the problem and solution on the same page to efficiently convey the business idea to investors and other stakeholders. The document outlines key elements to include in an executive summary, such as the type of business, problem/opportunity, technology/solution, management team, business strategy, and financial projections.
Katallaxy is a strategic marketing firm. We help companies of all sizes find opportunities in the marketplace, and fulfill those opportunities profitably. The business solutions we deliver reflect our practical experience, our multi-disciplined approach and our dynamic, entrepreneurial model.
In the end, we help companies commercialize products, drive adoption and usage, and build brands.
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