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The document provides an overview of key marketing concepts including definitions of marketing, needs and wants, products, markets, and the marketing mix. It discusses the marketing concept, relationship marketing, and different marketing strategies like Porter's generic strategies. Various frameworks for analyzing markets and customers are also introduced, such as PEST analysis, VALS system, and Maslow's hierarchy of needs.

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Marketing Management Basic Concepts
What is Marketing? ,[object Object]
Needs, Wants, & Demands ,[object Object],[object Object]
Wants ,[object Object]
Demands ,[object Object]
Products ,[object Object],[object Object],[object Object],[object Object],[object Object]
Markets ,[object Object]
Marketing ,[object Object],[object Object]
Relationship Marketing ,[object Object]
Marketing Concept ,[object Object]
Selling vs. Marketing ,[object Object],[object Object],[object Object]
Societal Marketing ,[object Object]
Marketing Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Price ,[object Object],[object Object],[object Object],[object Object],[object Object]
Promotion ,[object Object],[object Object],[object Object],[object Object],[object Object]
Place ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
4 P’s vs. 4 C’s ,[object Object],[object Object],[object Object],[object Object]
Strategic Business Unit (SBU) ,[object Object],[object Object],[object Object]
BCG Model ,[object Object],[object Object],[object Object],[object Object]
BCG Model ,[object Object],[object Object]
BCG Model ,[object Object],[object Object]
BCG Model ,[object Object],[object Object]
BCG Model ,[object Object],[object Object]
SBU Strategies ,[object Object],[object Object],[object Object],[object Object]
SBU Strategies ,[object Object],[object Object]
SBU Strategies ,[object Object],[object Object],[object Object]
GE Model ,[object Object]
SWOT Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object]
Strengths/Weaknesses ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Finance ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Organization ,[object Object],[object Object],[object Object],[object Object]
Opportunities ,[object Object],[object Object],[object Object]
Threats ,[object Object],[object Object]
Porter’s generic strategies 3 game plans
Porter’s generic strategies ,[object Object]
Porter’s generic strategies ,[object Object],[object Object]
Porter’s generic strategies ,[object Object]
Marketing Plan ,[object Object],[object Object],[object Object],[object Object]
Marketing Plan ,[object Object],[object Object],[object Object],[object Object]
Marketing Information System (MIS) ,[object Object],[object Object],[object Object]
Marketing Information System (MIS) ,[object Object]
Marketing Information System (MIS) ,[object Object],[object Object]
Marketing Information System (MIS) ,[object Object],[object Object]
Marketing Research Process ,[object Object],[object Object],[object Object],[object Object]
Developing the Research Plan ,[object Object],[object Object],[object Object],[object Object]
Developing the Research Plan ,[object Object],[object Object]
Developing the Research Plan ,[object Object]
Developing the Research Plan ,[object Object],[object Object]
Developing the Research Plan ,[object Object]
Developing the Research Plan ,[object Object],[object Object],[object Object]
Probability & Nonprobability Samples ,[object Object],[object Object],[object Object],[object Object],[object Object]
Nonprobability Sample ,[object Object],[object Object],[object Object]
Developing the Research Plan ,[object Object],[object Object],[object Object],[object Object]
Collect the information ,[object Object]
Analyze the information ,[object Object]
Present the findings ,[object Object]
Characteristics of good MR ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Market Demand ,[object Object],[object Object]
Market Potential ,[object Object],[object Object],[object Object]
Company Sales Potential ,[object Object],[object Object],[object Object]
Estimating Demand ,[object Object],[object Object],[object Object],[object Object]
Estimating Demand ,[object Object],[object Object]
Estimating Demand ,[object Object]
PEST Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object]
PEST Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PEST Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PEST Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PEST Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PEST Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object]
VALS System ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
VALS System ,[object Object],[object Object],[object Object]
VALS System ,[object Object],[object Object]
Maslow’s Hierarchy of Needs ,[object Object],[object Object],[object Object],[object Object],[object Object]
Herzberg’s Theory ,[object Object],[object Object],[object Object]
Buying Decision Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Stages ,[object Object],[object Object],[object Object],[object Object],[object Object]
Business markets & business buying behavior ,[object Object],[object Object],[object Object],[object Object],[object Object]
Business markets & business buying behavior ,[object Object],[object Object],[object Object]
Business markets & business buying behavior ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Business markets & business buying behavior ,[object Object],[object Object],[object Object],[object Object],[object Object]
Business markets & business buying behavior ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Institutional/Govt. Markets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Dealing with competition ,[object Object],[object Object],[object Object]
Porter’s Model ,[object Object],[object Object],[object Object]
Dealing with competition - market leader ,[object Object],[object Object],[object Object],[object Object]
Dealing with competition - market leader ,[object Object],[object Object],[object Object],[object Object],[object Object]
Dealing with competition - market leader ,[object Object],[object Object]
Dealing with competition - market leader ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Dealing with competition – market challenger ,[object Object],[object Object],[object Object],[object Object],[object Object]
Market follower ,[object Object],[object Object],[object Object],[object Object]
Market nicher ,[object Object],[object Object],[object Object]
Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object]
Segmentation ,[object Object],[object Object],[object Object],[object Object]
Segmentation ,[object Object],[object Object],[object Object],[object Object]
Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Demographic ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Demographic ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Psychographic ,[object Object],[object Object]
Behavioral ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Business Market Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object]
Targeting ,[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning ,[object Object]
PLC ,[object Object],[object Object],[object Object],[object Object]
Marketing Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
New product development ,[object Object],[object Object],[object Object]
New product development ,[object Object],[object Object]
New product development ,[object Object],[object Object],[object Object]
New product development ,[object Object],[object Object]
Market testing ,[object Object],[object Object]
Market testing ,[object Object],[object Object]
Consumer adoption process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Adopter categorization ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Global market offerings ,[object Object],[object Object],[object Object],[object Object]
Global market offerings ,[object Object],[object Object],[object Object],[object Object],[object Object]
The 4 P’s ,[object Object],[object Object],[object Object],[object Object]
Global market offerings ,[object Object],[object Object],[object Object],[object Object]
PRODUCT MIX P & G
DETERGENTS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
TOOTHPASTE ,[object Object],[object Object]
SOAP ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
DIAPERS ,[object Object],[object Object]
PAPER TISSUE ,[object Object],[object Object],[object Object],[object Object]
WIDTH ,[object Object],[object Object]
LENGTH ,[object Object],[object Object],[object Object]
DEPTH ,[object Object],[object Object],[object Object],[object Object],[object Object]
CONSISTENCY ,[object Object],[object Object]
PRODUCT LINE DECISIONS ,[object Object],[object Object],[object Object]
4 TYPES OF PRODUCTS IN PCs ,[object Object],[object Object],[object Object],[object Object]
PRODUCT-LINE LENGTH ,[object Object],[object Object],[object Object],[object Object]
UPMARKET STRETCH ,[object Object],[object Object]
2 WAY STRETCH ,[object Object],[object Object],[object Object]
LINE FILLING ,[object Object],[object Object]
WHAT IS A BRAND? Name, term, sign, symbol, design, or a combination intended to identify & differentiate
6 levels of meaning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Building brand identity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand bonding ,[object Object]
Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Equity ,[object Object]
Advantages of Brand Equity ,[object Object],[object Object],[object Object],[object Object]
Most valuable brands (2001) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Branding Decisions ,[object Object],[object Object],[object Object]
Brand Sponsor Decision ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand name decision Individual names e.g. HLL/P&G
Blanket family names ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Corporate name combined with individual product names ,[object Object],[object Object]
Desirable qualities of a brand name ,[object Object],[object Object],[object Object],[object Object]
Desirable qualities of a brand name ,[object Object],[object Object],[object Object]
Brand building tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand building tools (Cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Brand strategy decision ,[object Object],[object Object]
Brand Extensions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Multibrand ,[object Object],[object Object],[object Object],[object Object],[object Object]
Co-Brand ,[object Object],[object Object],[object Object],[object Object]
Packaging ,[object Object],[object Object]
Labeling ,[object Object],[object Object],[object Object],[object Object]
Services Any act or performance that is essentially intangible & does not result in ownership of anything. Its production may or may not be tied to a physical product.
Categories ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Characteristics ,[object Object],[object Object],[object Object],[object Object]
Inseparability ,[object Object],[object Object],[object Object]
Variability ,[object Object]
Perishability ,[object Object],[object Object],[object Object]
The 7 P’s ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Place ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Promotion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Price ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
People ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Physical Evidence ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Services Triangle ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Moments of truth ,[object Object]
Managing demand & capacity ,[object Object],[object Object],[object Object],[object Object]
Strategies for matching capacity & demand ,[object Object]
Communicate with customers ,[object Object]
Modify time & location of service delivery ,[object Object]
Differentiate on price ,[object Object]
Managing with limited resources ,[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object],[object Object],[object Object]
1. OFFERING ,[object Object],[object Object]
EXAMPLE ,[object Object],[object Object]
2. FASTER & BETTER DELIVERY ,[object Object],[object Object],[object Object]
3. IMAGE ,[object Object],[object Object]
MANAGING SERVICE QUALITY ,[object Object],[object Object],[object Object],[object Object],[object Object]
GAPS! ,[object Object],[object Object],[object Object],[object Object],[object Object]
MANAGING PRODUCTIVITY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MANAGING PRODUCT SUPPORT SERVICES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PRICING One of the fundamental P’s
SETTING THE PRICE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SELECTING THE PRICING OBJECTIVE ,[object Object],[object Object]
2. MAXIMUM CURRENT PROFIT ,[object Object],[object Object],[object Object]
4. MAXIMUM MARKET SKIMMING ,[object Object],[object Object],[object Object],[object Object],[object Object]
5. PRODUCT-QUALITY LEADER ,[object Object],[object Object]
DETERMINING THE DEMAND ,[object Object],[object Object]
CONTINUED ,[object Object],[object Object],[object Object],[object Object]
CONTINUED ,[object Object],[object Object],[object Object],[object Object]
ESTIMATING COSTS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CONTINUED ,[object Object],[object Object],[object Object],[object Object]
DIFFERENTIATED MARKETING OFFERS ,[object Object],[object Object]
TARGET COSTING ,[object Object]
PRICING METHODS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CONTINUED ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CONTINUED ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CONTINUED ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CONTINUED ,[object Object],[object Object],[object Object],[object Object],[object Object]
CONTINUED ,[object Object],[object Object],[object Object]
CONTINUED ,[object Object],[object Object],[object Object]
CONTINUED ,[object Object],[object Object],[object Object],[object Object]
CONTINUED ,[object Object],[object Object]
SELECTING THE FINAL PRICE ,[object Object],[object Object]
CONTINUED ,[object Object],[object Object],[object Object],[object Object]
CONTINUED ,[object Object],[object Object],[object Object],[object Object],[object Object]
CONTINUED ,[object Object],[object Object],[object Object],[object Object]
PRICE ADAPTION ,[object Object],[object Object],[object Object],[object Object]
CONTINUED ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CONTINUED ,[object Object],[object Object],[object Object],[object Object],[object Object]
CONTINUED ,[object Object],[object Object]
CONTINUED ,[object Object],[object Object],[object Object],[object Object],[object Object]
CONTINUED ,[object Object],[object Object]
PRICE CHANGES ,[object Object],[object Object],[object Object],[object Object]
CONTINUED ,[object Object],[object Object]
COMPETITOR PRICE CHANGE REACTIONS ,[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Channels The 3 rd P
Marketing Channels ,[object Object]
Channel functions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Channel Levels ,[object Object],[object Object],[object Object],[object Object]
Channel Design ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Channel Design ,[object Object],[object Object]
Channel Design ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Channel Design ,[object Object],[object Object],[object Object],[object Object]
Channel Design ,[object Object],[object Object],[object Object]
Channel Management ,[object Object],[object Object],[object Object],[object Object],[object Object]
Channel Dynamics ,[object Object],[object Object]
Channel Dynamics ,[object Object],[object Object]
Channel Dynamics ,[object Object],[object Object],[object Object],[object Object]
Channel Dynamics ,[object Object],[object Object]
Channel Dynamics ,[object Object],[object Object],[object Object],[object Object],[object Object]
Channel Conflict ,[object Object],[object Object],[object Object],[object Object]
Channel Conflict ,[object Object],[object Object],[object Object],[object Object]
Channel Conflict ,[object Object],[object Object],[object Object],[object Object]
Channel Conflict ,[object Object],[object Object],[object Object],[object Object]
Legal/Ethical Issues ,[object Object]
Retailing All activities involved in selling goods or services directly to final customers for personal, non-business use. Any organization selling to final customers is retailing.
Types of retailers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object]
Catalog showroom ,[object Object],[object Object]
Non-store retailing ,[object Object],[object Object],[object Object],[object Object],[object Object]
Franchising ,[object Object],[object Object],[object Object],[object Object]
Wal-Mart ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
4 P’s of Retailing *Product assortment & procurement ,[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object]
Price ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Promotion ,[object Object],[object Object],[object Object],[object Object],[object Object]
Place ,[object Object],[object Object],[object Object],[object Object],[object Object]
Retailing trends ,[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object],[object Object]
Wholesaling ,[object Object],[object Object],[object Object],[object Object]
Why Wholesalers? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Major wholesaler types ,[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object]
4 P’s of wholesaling ,[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object],[object Object]
Market Logistics (SCM) ,[object Object],[object Object],[object Object],[object Object]
Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Market logistics decisions ,[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Golden rules ,[object Object],[object Object],[object Object]
Integrated Marketing Communication The 4 th P
Integrated Marketing Communication A & SP PR Personal Selling Direct Marketing
A & SP ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sales Promotion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PR ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object],[object Object],[object Object]
Personal Selling ,[object Object],[object Object],[object Object],[object Object],[object Object]
Direct Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
8 steps in communication ,[object Object],[object Object],[object Object],[object Object]
Image Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Image Analysis ,[object Object],[object Object],[object Object]
Image Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object]
Determine the communication objective ,[object Object],[object Object],[object Object],[object Object]
Hierarchy-of-effects model ,[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object]
Design the message ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object],[object Object],[object Object]
Select the communication channels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object]
Nonpersonal channels ,[object Object],[object Object],[object Object],[object Object],[object Object]
Establish total marketing communications budget ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object],[object Object],[object Object]
Deciding on the marketing communications mix ,[object Object],[object Object],[object Object],[object Object],[object Object]
Promotional tools ,[object Object],[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object],[object Object],[object Object]
Factors in mktg. communication mix ,[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object]
A & SP, PR & DM A & SP
Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object],[object Object]
Deciding on media ,[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object]
Relationship between R, F & I ,[object Object],[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object]
Choosing media types ,[object Object],[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object],[object Object],[object Object]
Cont. ,[object Object],[object Object]
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Marketing

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