Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Your assessment & final grades will be based as per University existing rules.
Course Outline
Defining Marketing For The 21st Century
Developing Marketing Strategies And Plans
Gathering Information & Scanning The Environment
Conducting Marketing Research
Creating Customer Value, Satisfaction, and loyalty
Analysing Consumer Markets
Identifying Market Segments And targets
Creating Brand Equity
Setting Product Strategy
Developing Pricing Strategies And Programs
Introducing New Market Offerings
Using Advertising & Promotion To Build Brands
Advertising & IMC Media Planning
Consumer Sales Promotion & Packaging
How Brand Communication Works
LECTURE-1
Defining Marketing
for the 21st Century
Chapter Questions
• Why is marketing important?
• What is the scope of marketing?
• What are some fundamental marketing
concepts?
• How has marketing management changed?
• What are the tasks necessary for successful
marketing management?
What is Marketing?
• Nonexistent Demand
or hourly e.g. Museums on week days,
Travelling Peak Off Peak time
• Supply chain
• Offerings and brands
• Competition
• Value and
satisfaction • Marketing environment
• Customer value Triad • Task Environment e.g. Company,
Quality, Service & Price (QSP) Suppliers, Distributors, Dealers & Target
Customers
• Marketing planning
The New Marketing Realities
Major Societal Forces
• Network information technology
• Globalization
• Deregulation
• Privatization
• Heightened competition
• Industry convergence
• Consumer resistance
• Retail transformation
• Disintermediation
New Consumer Capabilities
•
Features/Brand Name/ Packaging/
Sizes/Services/Warranties/Returns Customer solution
• Price • Customer cost
• List Price/Discounts/Allowances/
Payment Period/Credit Terms
• Convenience
• Place • Communication
• Channels/Coverage/Assortments/
Locations/Inventory/Transport
• Promotion
• Sales Promotion/Advertising/Sales
Force/Public relations/ Direct
Marketing
The Holistic Marketing Concept
• Relationship Marketing
• Relationship marketing is a strategy designed to foster
customer loyalty, interaction and long-term engagement.
• Integrated Marketing Communication
• Integrated marketing communication (IMC) is a process
for planning, executing and monitoring the brand
messages that create customer relationship.
• Internal Marketing
• Internal marketing is the task of hiring, training, and
motivating able employees who want to serve customers
well.
The Holistic Marketing Concept…
• Performance Marketing
• Financial Accountability Corporate Social Initiatives
The End…